There are some things that every rabid music fan loves: great reviews for the new album from their favorite acts. Some things that every rabid music fan loathes: terrible reviews for the new album from their favorite acts. And, there are some things that every decent human loves: kittens. Even those deathly allergic to cats (our sympathies), love memes and funny cat videos. SPIN, using pure PR genius, has tied all these things together into a can't-lose-review format: "Cute Reviews."
The idea is to give a 1.5 minute review of an album, with audio placed over video of adorable kittens cavorting. It's all original footage as well, with a copy of the CD placed on the ground within an enclosure, while the uninterested kittens play around, swatting at feathers and looking into the camera with eyes that could melt the hardest of hearts.
Unfortunately, the magazine hasn't given any of the series' featured albums too negative of a writeup yet (a trio that includes M.I.A's Matangi, Eminem's The Marshall Mathers LP 2, and Lady Gaga's ARTPOP). The Gaga album "only" scored a 6/10 from the reviewer, a number that still has the potential drive little monsters to fury, but our guess is that the on-screen antics of Bug, Bean and Bobby-a trio of tabbys -will divert trolling.
And, the best news: The whole thing doubles as a good cause. A new set of kittens is featured every week, and following the review, the final clip reminds viewers that the stars are available for adoption, along with contact information kittykind.org.
Check out the reviews for yourself here:
