Douglas Dulgarian coined the phrase "Disney bread" for food that doesn't taste commercial. This phrase appears in 'trainers', a standout track from They Are Gutting a Body of Water's new album LOTTO, highlighting the awareness that music can also sound commercial, even when free.
As pioneers in modern shoegaze, the band could capitalize on a watered-down version of their sound, especially with their first LP on ATO Records in NYC. However, they could also opt for a more artificial sound with poetic, yet meaningless lyrics.
They could shroud everything in glitchy layers of artifice and mutter poetic lyrics that mean nothing for the rest of their careers.
Author's summary: They Are Gutting a Body of Water's new album LOTTO defies commercial expectations.