Making Me Sick

Now too much vodka will definitely do that to you, but I'm talking about a different kind of sick. Albeit I still want to throw up...

Some money hungry company is flogging off a new vodka "inspired" by one of my favourite artists of all time, Jimi Hendrix. What the legacy of Jimi has to do with some upmarket, cocktail shaking barmen, glamor girls in trendy LA bars, corporate wankers trying to get laid on a Friday night, I have no idea, but the concept makes me feel ill.

The written copy promoting the product is as clichéd as you'll find anywhere:

"Experience Electric Love.
The innovative spirit, unrestrained artistic vision and electrifying experiences of Jimi Hendrix catapulted him from studio session guitarist to rock legend.
Inspired by the same sense of innovation and artistry, Hendrix Electric Vodka is an ultra-premium spirit offering the smooth flavor and purity of true vodka.
A Hendrix Family Company, Hendrix Electric Vodka has the stamp of approval from Jimi's closest relatives, bandmates, and the people who mattered most in his life.
Experience Hendrix Electric Vodka…
A Modern Legend."

You could insert ANY celebrity name in there and it'd still sound putrid. All of that generic garbage means nothing. It fails to explain the connection between Hendrix and premium vodka, because hang on... there is none!

This is the equivalent to Kmart selling Ramones tshirts, or wannabe-cool teenagers wearing Led Zeppelin badges to nightclubs even though they've never listened to an album. It pisses me off because the product will probably do well when it doesn't deserve to. It has nothing to do with celebrating the life and influence of Jimi Hendrix, and is nothing more than a sad money making scheme banking on an influential cult figure. The style of the bottle, the slick and modern website that promotes it... none of that encapsulates ANY of Jimi's unique style. What the fuck? A blonde swimsuit model clutching a bottle of vodka? Sure, cool whatever... But saying it captures Jimi's innovation and artistry? PFFFFFFTTTTT!!!

It seems the poor guy, as it was during his lifetime and now in death, is still getting screwed over by those that should be protecting him. They should be ashamed.

White collared conservative flashing down the street,
Pointing their plastic finger at me.
They're hoping soon my kind will drop and die,
But I'm gonna wave my freak flag high, high.
Wave on, wave on
Fall mountains, just don't fall on me
Go ahead on Mr. Business man, you can't dress like me.
Sing on Brother, play on drummer.
Jimi Hendrix - If 6 was 9