:: Rickrollerz ::

The Rickrollerz 'Never Gonna Give You Up' (Strangers2Love)

There's an amzing buzz surrounding this remix of the 80's classic 'Never Gonna Give You Up' by ex-tea boy Rick Astley. This was and still is a massive party tune and was undoubtedly ripe for a noughties remix. The whole project apparently came from the internet craze of 'Rick-Rollering', where spam email links take visitors to the original video. The producers apparently got caught up in this craze and decided to re-work this wedding disco favourite. Personally, I don't believe a word of it!

I can't help but think that it's been a genius piece of viral marketing from the record company right from the beginning. PWL (Pete Waterman Limited), created hits for Rick Astley, Mel & Kim, Kylie, Jason, Bananarama, Dear Or Alive etc... and were masters of marketing in their hey-day. For example, in 1987 there was a white label 12" import that was being passed around DJ's and dance music fans of a supposed cool underground track from the USA called 'Roadblock'. It turned out to be the clever little scamps at PWL. Many, many, many people fell for the campaign before the track hit the shops under the group name of SAW (Stock, Aitken and Waterman) and 'Roadblock' became a massive hit for them, just like everything else they touched.

Welcome back Mr. Astley and perhaps I should say welcome back Pete and the PWL hit factory! ;¬)