Craftsman, Kutiman Revive Industrial Music

By Kiran Aditham 

Someone at Y&R Chicago must have dusted off some old Einsturzende Neubauten records as the agency has come up with a new spot that undeniably bears the imprints of the classic German industrial band. Here, the music is made entirely with Craftsman tools and was edited and mixed by Israeli musician, composer and mixed-media artist Kutiman. Guess if this doesn’t sell Bob Vila wannabees on the tools themselves, at least it makes one nostalgic for a musical genre that’s been sadly MIA since the late 80’s/early 90’s.

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