Going corporate ... a Blondie record is used to promote Smooth Radio as part of GMG Radio's advertising campaign
You're probably aware of the Sleeveface phenomenon by now. After all, even Eamonn Holmes has (almost) got the hang of it. If you haven't, the idea, as invented by a group of bored Cardiff DJs, is to pose with a record sleeve so that, say, Mick Hucknall's head appears to be on your body. If you want further explanation, there's a "How to" guide on YouTube as well as a Flickr group and a (Sleeve)Face book group.
With ever more complex developments to the scene (my favourite so far being the mass posing at the Sleeveface party), it was inevitable that the establishment would soon try flicking through some vinyl itself, with GMG Radio getting in on the act for an advertising campaign. Now Oxfam Ireland is running a competition, while there is a dedicated ICA event on June 5.
Sleeveface "inventors" Carl Morris and John Ronstron are bringing out a book in the autumn, while eager fans are now branching out into new and exciting directions: ie using magazine covers as well as records.
But there's a serious point to all this: Sleevefacing is single-handedly saving vinyl. Unless you've got a very long hallway, you can't do it with CDs. You certainly can't do it with MP3s. If it takes a joker in a Cardiff DJ booth to remind us of the importance of the 12" record, so be it.
