This Is the Day...This Is the Hour...This Is This!

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This Is the Day...This Is the Hour...This Is This!
Pop Will Eat Itself - This Is The Day, This is The Hour, This is This!.jpg
Studio album by Pop Will Eat Itself
Released 1 May 1989
Recorded 1988
Genre Industrial rock, alternative dance
Length 51:26
Label RCA
Producer Flood
Pop Will Eat Itself chronology
Now for a Feast!
This Is the Day...This Is the Hour...This Is This!
Cure for Sanity
Singles from This Is the Day...This Is the Hour...This Is This!
  1. "Def. Con. One"
    Released: 1988
  2. "Can U Dig It?"
    Released: 1989
  3. "Wise Up! Sucker"
    Released: 1989
Professional ratings
Review scores
Source Rating
Allmusic 4.5/5 stars[1]

This Is the Day...This Is the Hour...This Is This! is the second album by UK band, Pop Will Eat Itself. The album peaked at number 24 for two weeks in the UK Albums Chart,[2] it also went at number #169 in the Billboard 200 for six weeks.[3]


This Is the Day...This Is the Hour...This Is This! features the band's unique "mesh and mix" of pop culture from the United States and particularly the United Kingdom with "metal riffs", "disco backing" and "monster drum stomps."[4] Throughout the album, there are "intriguing surprises," including multiple "moody goth/post-punk touches" which have been credited as inadvertently predicting "where Massive Attack partially ended up."[4]

Critical reception[edit]

Ned Raggett of Allmusic rated the album four and a half stars out of five, saying it was "brilliant" and "underrated", adding that "the band's sound has never been thicker and more detailed, and while the sampling and arranging are always clearly a product of their late-'80s times, like the Beasties did that year with Paul's Boutique, PWEI comes up with its own sharp synthesis."[4] He said that "the brilliant, shuddering singles alone" are worth the album's price, and commended Flood's production skills, saying he "brought his considerable production skills to the fore and helped shape an album that was its own sprawling but self-contained universe."[4] He later described the album as "Pop Will Eat Itself's crowning moment–an exciting, energetic, and very modern English response to the Beastie Boys' own culture-gobbling antics."[5]

Trouser Press were very favourable to the album, calling it an "aurally exciting sonic collage" and concluding that, "bright, vital and bitingly funny, this record teems with invention."[6]

Track listing[edit]

No. Title Length
1. "PWEI Is A Four Letter Word" 1:12
2. "Preaching to the Perverted" 4:16
3. "Wise Up! Sucker" 3:17
4. "Sixteen Different Flavors of Hell" 2:03
5. "Inject Me" 4:31
6. "Can U Dig It?" 4:32
7. "The Fuses Have Been Lit" 4:03
8. "Poison to the Mind" 0:58
9. "Def. Con. One" 4:00
10. "Radio P.W.E.I." 3:37
11. "Shortwave Transmission on 'Up to the Minuteman Nine'" 1:01
12. "Satellite Ecstatica" 3:33
13. "Not Now James, We're Busy..." 3:09
14. "Wake Up! Time to Die..." 6:42
15. "Wise Up! Sucker ('12 Youth Mix)" 5:44


Preaching to the Perverted

Can U Dig It?

Poison to the Mind


Radio P.W.E.I

Not Now James, We're Busy

Wake Up Time! to Die



Adapted from Discogs[8]

  • Clint Mansell - Vocals
  • Graham Crabb - Vocals
  • Adam Mole - Guitar
  • Richard March - Guitar
  • "The Buzzard" - Wild Guitar (tracks 3, 6 and 13)
  • Frank Booth - Stun Guitar (track 2)
  • Turntables – DJ Winston
  • Artwork - The Designers Republic
  • Engineer – Enzo Townsend (track 9), Dave Pine (tracks 1, 2, 4, 5, 7, 8, and 10 to 14), Robin Goodfellow (tracks 3 and 6)
  • Engineer (Assistant) – Karl Broadie (tracks 1, 2, 4, 5, 7, 8, and 10 to 14)
  • Producer – Andy Cox, David Steele, Flood (tracks 1 to 5, 7, 8, 10 to 14), Mr. X & Mr. Y (track 3), Robert Gordon (track 9)
  • Mastered By – Alan Wilson


Chart (1989) Peak
UK Albums Chart 24
Billboard 200 169

Release history[edit]

Region Date Distributing Label
UK 1 May 1989 RCA
US/Japan 18 July 1989 RCA