Pure Mockery

Published in Billboard Magazine

Fans of veteran Australian rock act Hoodoo Gurus may have been surprised to see its members appearing on the Internet earlier this year in a series of videos detailing their attempts to get a career-boosting makeover.

The band’s admirers needn’t have worried, though—the weekly videos formed a six-part “mockumentary” titled “Must Travel on Wheels” that promoted its ninth album (but first for Sony Music Australia), “Purity of Essence.”

The set opened at No. 16 on the Australian Recording Industry Assn.’s albums chart one week after its March 12 domestic release. Following its May 11 U.S. release through Virtual Label/Alternative Distribution Alliance, it will appear in the United Kingdom, Spain and Brazil in July.

The videos debuted Feb. 26 and ran for six weeks on Australian platform BigPond Music and various streaming services. “We wanted the band to cross generations,” band manager Michael McMartin says. “When we did our last album [2004’s “Mach Schau” on EMI], the infrastructure wasn’t set up to take advantage of what you could do with technology. It’s been a huge learning curve.”

The band’s latest national tour, booked by Premier Artists, wrapped May 21 at Sydney’s Oxford Arts Factory and fall U.S. and European dates are being lined up. The band is published by Sony/ATV.