AMG Review of Gimmick

William Ruhlmann
All Music Guide

This is hard rock in a near-industrial mode--all relentlessly pounding drums and bass, relentlessy chording guitars, relentlessly ranting vocals. The challenge with such an approach is to see how close to sheer noise you can get and still have something definable as "music": it's a challenge Barkmarket meets about half the time, during which they come off as difficult but rewarding, rather in the manner of Jane's Addiction, and misses about half the time, during which they just come off as pointlessly distorted random arrangements of unpleasant sound.