P.H.Fat album 'You are going to Die' to be launched 20 Feb

The three-piece, consisting of Smooth Mike (vocals), Disco Izrael (vocals) and Narch (beats and production), have recognised that in an increasingly competitive market where fan engagement comes at a premium, artists cannot afford to follow traditional marketing models. This is why, even with offers from several record labels, P.H.Fat decided to go the independent route and, in a completely revolutionary move for the SA music industry, make the music available to their fans for free.

The group believes that "the traditional music distribution model is a thing of the past and with it so is the album per year model." Instead thereof, they propose a model whereby they release new content on a more regular basis, giving listeners a reason to check back regularly and maintaining top of mind awareness.

Fans will be able to download the EP from their website and, if they choose to, donate money to the band using one of three ways - EFT, Paypal or SMS (sending 'PHFAT' to 38549 will donate R10).

It is through this unconventional means of distributing their music that P.H.Fat hopes to distance themselves from the bottom-line nature of the current music scene and strive to build a relationship with their fans that is based on mutual respect and a pure, unadulterated love for music.

P.H.Fat will introduce the new EP with an extensive tour in February/March 2012:

"You are going to Die" Album Launch Tour Tour schedule:

24 Feb - The Assembly, CT Official Album Launch
25 Feb - Sowing the Seeds, Warthogs Game Farm, Magaliesburg
2 March - Town Hall, Jozie
3 March - Arcade Empire, Pretoria
8 March - Studio 1 MK
9 March - The World of Windows at the Nelson Mandela Bay Stadium, PE
10 March - Monastry, Grahamstown
11 March - RAMfest, Cape Town Ostrich Ranch
17 March - Alba Lounge, V&A Waterfront - Private Party
24 March - Medley, Table View
30 March - Klein Libertas, Stellenbosch
6 April - Splashy Fen Music Festival, Drakensberg

Social Media:
Website: www.phfat.co.za
Facebook: http://www.facebook.com/phfat
Twitter: twitter.com/phfat
Music: http://soundcloud.com/phfat
Youtube Channel: http://www.youtube.com/phfatband