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SXSW Preview: Cults

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Brooklyn-based band Cults will be headlining SAY's SXSWi party on Monday March 12. This dark-pop band has been creating buzz since before their self titled album was released this past June. Singer Madeline will pull you in with her sweet voice and the heavy lyrics will keep you listening.

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This group represents as much a confluence of concepts as it does an artistic vision – the continued redefinition of the “music industry,” the changing career paths of young artists, the deference paid by modern music to sounds from the past. Consequently, conversations about this sunny duo stray far afield into musings on major label debuts and genre signifiers. But those sorts of conversations also limit the way we perceive music like this; in the words of Cults’ Brian Oblivion, “We want to pigeonhole and categorize bands, and it kind of flattens their image.” - Pretty Much Amazing

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