Purity Ring

Purity Ring is one of those bands that seems to epitomize the Age Of Blogs. The synth-pop duo appeared, dropped an absolute monster of a double single—the hook-filled “Ungirthed,” backed with the even catchier “Lofticries”—and immediately began generating buzz on influential sites like Altered Zones. Both tracks are deft, clever cuts of electronic pop crafted from pitched-down voices, clicky beats, and irresistible synth lines, staking out a sound that invites favorable comparison to The Knife while still maintaining a distinct identity. Now the trick is to capitalize on that buzz by signing to a label and released a proper full-length album—which Purity Ring has done with its debut for 4AD, Shrines, due out next week.

Updated 07/04/2012