Gizmodgery

{{Short description|2000 studio album by Self}} {{good article}} {{Use mdy dates|date=June 2025}} {{Infobox album | name = Gizmodgery | type = studio | artist = Self | cover = Self Gizmodgery Front.jpg | alt = | released = September 5, 2000 April 25, 2001 (Japan) | recorded = 1998–May 2000 | studio = Bennett House (Franklin) Matt's Old House (Murfreesboro) | genre = {{hlist|Power pop|art rock|new wave|soft grunge|chiptune}} | length = 42:11 | label = Spongebath | producer = Matt Mahaffey | prev_title = Brunch | prev_year = 1999 | next_title = Selfafornia | next_year = 2001 | misc = {{Extra album cover | header = Alternate cover | type = studio | cover = GizmodgeryJapanCover.jpeg | border = | alt = | caption = 2001 Japanese cover art }} {{Singles | name = Gizmodgery | type = studio | single1 = Trunk Fulla Amps | single1date = February 2001 }} }} '''''Gizmodgery''''' is the fourth studio album by the American pop rock band Self, released on September 5, 2000, by Spongebath Records. Recorded entirely with toy instruments, its music was written and composed by lead member Matt Mahaffey, with the band's other members contributing to select songs. The album's sole single, "Trunk Fulla Amps", received a music video and television commercial, whilst the song "Dead Man" became a sleeper hit in the early 2020s.

''Gizmodgery'' received generally positive reviews upon its release, discussing its unique production and playful energy, with Self's cover of "What a Fool Believes" (originally by Kenny Loggins and popularized by the Doobie Brothers) receiving consistent praise. Commercially, ''Gizmodgery'' sold over 13,000 copies in its first week and peaked near the top of multiple CMJ charts. The album was distributed in Japan by Avex Inc. in 2001, and on vinyl through El Camino Media in 2015. Various cut songs and b-sides were later released on their second compilation album, ''Selfafornia'' (2001).

==Background== In 1995, Self was given the cover page of an issue of ''Virtually Alternative'' after the release of the project's debut album ''Subliminal Plastic Motives''. Within the magazine, lead member Matt Mahaffey spoke about wanting to create an album solely with toy instruments,<ref name="SU">{{cite web |last=Harkey |first=Scott |date=September 11, 2000 |title=Self / Interviews |url=https://silentuproar.com/interviews/3/self/ |accessdate=December 24, 2024 |website=Silent Uproar |language=en}}</ref> a concept last attempted by Pianosaurus in their 1987 album ''Groovy Neighborhood''.<ref name="Stone2"/> He was additionally inspired by ''The Moog Cookbook'' (1996) and ''At Home with the Groovebox'' (1999).<ref>{{cite web |last=Jenkins |first=Tony |date=December 9, 2000 |title=Self Find Pop Magic in Toy Box |url=https://www.rollingstone.com/news/story/_/id/5919085/self?pageid=rs.Artistcage&pageregion=triple3 |url-status=dead |archive-url=https://web.archive.org/web/20050310125244/https://www.rollingstone.com/news/story/_/id/5919085/self?pageid=rs.Artistcage&pageregion=triple3 |archive-date=March 10, 2005 |accessdate=January 13, 2025 |website=Rolling Stone |language=en}}</ref> Matt's older brother, Mike Mahaffey, later bought musical toys for his children,<ref>{{cite magazine |last=Hall |first=Rashaun |date=October 28, 2000 |title=They're Playing My Song |url=https://books.google.com/books?id=zxEEAAAAMBAJ&pg=PA44 |access-date=December 24, 2024 |magazine=Billboard |pages=44 |volume=112 |issue=44}}</ref> which sparked Matt to purchase more through eBay and begin developing the toy album.<ref name="Informer">{{cite web |last=Labbe |first=Ryan |title=Self “toys” around on latest release. |url=http://www.hartfordinformer.com/media/paper146/news/2000/09/28/Entertainment/Self-toys.Around.On.Latest.Release-4042.shtml |url-status=dead |archive-url=https://web.archive.org/web/20050526021804/http://www.hartfordinformer.com:80/media/paper146/news/2000/09/28/Entertainment/Self-toys.Around.On.Latest.Release-4042.shtml |archive-date=May 26, 2005 |accessdate=December 2, 2025 |website=The Informer |language=en}}</ref> He chose to do the project independently, feeling less constrained with his label Spongebath Records compared to prior major label albums,<ref name="SU"/> although DreamWorks Records expressed interest in publishing the album.<ref>{{cite web |last=Conant |first=Brian |date=July 21, 1999 |title=Self's frontman knows art when he hears it |url=http://www.colleges.com/Umagazine/articles.taf?category=arts&article=F1_self |url-status=dead |archive-url=https://web.archive.org/web/20020611181718/http://www.colleges.com/Umagazine/articles.taf?category=arts&article=F1_self |archive-date=June 11, 2002 |accessdate=December 2, 2025 |website=U. Magazine |language=en}}</ref>

==Production== thumb|left|upright=0.8|Mahaffey during the recording of Gizmodgery in 1998. Toy instruments such as the one-string Mattel star guitar made chord assembly arduous, requiring each note to be played one at a time.<ref name="CMJ Self"/> On the back of physical copies, Mahaffey compiled a list of all toys used for ''Gizmodgery'',<ref>{{cite web |last=Barna |first=Paul |title=NewNoize.com Gizmodgery Review |url=http://www.newnoize.com/reviews.php?rec_num=32 |url-status=dead |archive-url=https://web.archive.org/web/20010426085330/http://www.newnoize.com/reviews.php?rec_num=32 |archive-date=April 26, 2001 |accessdate=December 2, 2025 |website=NewNoize |language=en}}</ref> including a Schoenhut toy piano.<ref name="Groovy">{{cite web |author=Smacca|url=http://www.groovystylie.com/sound/cds/issue4cds.htm#self|title=Self - Gizmodgery - Spongebath Records|website=GroovyStylie|language=en|date=September 2000|url-status=dead|archive-url=https://web.archive.org/web/20010425100342/http://www.groovystylie.com/sound/cds/issue4cds.htm#self|archive-date=April 25, 2001|accessdate=January 6, 2026}}</ref> Cheryl Botchick of CMJ noted of these that the listed six-string electric guitar produced by Vox "could be construed as a rule bender".<ref name="CMJ Self"/> Mahaffey recorded the album with a condenser microphone, equalizing the audio with Pro Tools to fix abundant mid-range frequencies.<ref name="CMJ Self">{{cite web |last=Botchick |first=Cheryl |date=November 8, 2000 |title=SELF: Regression Therapy |url=http://cmj.com/features/self.php |url-status=dead |archive-url=https://web.archive.org/web/20010211202200/http://cmj.com/features/self.php |archive-date=February 11, 2001 |accessdate=December 24, 2024 |website=CMJ |language=en}}</ref> "5 Alive", "Pattycake", and "Hi, My Name's Cindy" additionally used Logic Pro, which required Mahaffey to manually rearrange hundreds of separate stems from Pro Tools to mix the songs. The latter's files were lost during this process, resulting in its final version being a rough mix. "Trunk Fulla Amps" and "Ordinaire" required multiple takes due to recording errors involving their bass guitar and drums, respectively. Alongside "I Love to Love Your Love My Love" and "Suzie Q Sailaway", these four songs were written together in one day.<ref name="SU"/>

Self additionally worked on ''Breakfast with Girls'' (1999),<ref name="Stone2"/> an album planned to be released through DreamWorks, while making ''Gizmodgery''.<ref>{{cite web |last=Heisel|first=Scott|date=August 27, 2014|title="We never broke up, but we got burned out"—Matt Mahaffey on the return of Self |url=https://www.altpress.com/we_never_broke_up_but_we_got_burned_outmatt_mahaffey_on_the_return_of_self|website=Alternative Press|access-date=March 23, 2021}}</ref> Mahaffey wrote and recorded "Suzie Q Sailaway" for inclusion on the latter, but was requested by the label to put it on the former.<ref name="SU"/> He re-recorded the song with a full band, wishing to contain toy songs to ''Gizmodgery''.<ref name="Pig">{{cite web |last=Duritz |first=Darius |date=March 10, 2000 |title=The PiG Interview with Matt Mahaffey |url=http://www.pigpublications.com/Archives/selfpart1.htm |url-status=dead |archive-url=https://web.archive.org/web/20010419103014/http://www.pigpublications.com/Archives/selfpart1.htm |archive-date=April 19, 2001 |accessdate=December 24, 2024 |website=PiG Publications |language=en}}</ref> This process delayed the release of ''Breakfast with Girls'', which, combined with the track's shift in style, led to a retroactive dissatisfaction.<ref name="SU"/><ref name="Stone2"/> Self was proposed by Count Bass D to record a cover of the Doobie Brothers' song "What a Fool Believes" during the album's creation, but the collaboration never came to fruition. Mahaffey later recorded the cover independently, drawn to creating large chords with small instruments. The song was constructed in a non-C major key to add variation to the album.<ref name="SU"/>

==Music and lyrics== ===Style and influences=== {{Listen | filename = What a Fool Believes Self Chorus.ogg | title = "What a Fool Believes" | description = A 26-second sample of "What a Fool Believes" by Self, in which parts of the first pre-chorus and chorus are heard | pos = right }} ''Gizmodgery'' uses a power pop/rock soundscape with elements of new wave.<ref name="Pitchfork"/> In addition to being an early representation of soft grunge,<ref name="Neumu">{{cite web |last=Reiss |first=Randy |year=2001 |title=44.1 KHZ - Music Reviews |url=http://www.neumu.net/fortyfour/2001/2001-00031/2001-00031_fortyfour.shtml |url-status=dead |archive-url=https://web.archive.org/web/20010910072158/http://neumu.net/fortyfour/2001/2001-00031/2001-00031_fortyfour.shtml |archive-date=September 10, 2001 |access-date=November 22, 2025 |website=Neumu |language=en}}</ref> it also takes influence from artists such as Prince, Lenny Kravitz, and Queen.<ref name="TVV"/> Lead band member Matt Mahaffey consistently labeled ''Gizmodgery'' as an "exercise in recording", and called the album a "lot of fun" to make.<ref name="BUZZ">{{Cite web |last=Rogers|first=Nick|url=http://www.illinimedia.com/buzz/fall_2000/20000907/|title=Buzz Interview With Matt Mahaffey|date=September 2000|url-status=dead|archive-url=https://web.archive.org/web/20060220181955/http://www.selfies.com/articles/?buzzonline|archive-date=February 20, 2006|access-date=November 22, 2025}}</ref> The majority of the vocals in ''Gizmodgery'' are performed in a feminine manner,<ref name="MusicTrust">{{cite web |author=Alex Steininger |date=May 2001 |title=Self - Gizmodgery (Review) |url=https://www.inmusicwetrust.com/articles/37r44.html |accessdate=November 24, 2025 |website=In Music We Trust |language=en}}</ref> characterized by a high level of energy.<ref name="DeadManDih"/>

"5 Alive" consists of an intro featuring a cacophony of background noises,<ref name="Pitchfork"/> later complemented by aesthetically pleasing vocals, all while incorporating an element of pop music.<ref name="MusicTrust"/> "Chameleon" is predominantly made up of a repeating drum loop accompanied by distorted sounds.<ref name="Pitchfork"/> The publication The O'Colly described "Chameleon" as "surprisingly dark,"<ref name="Ocolly"/> while Alex Steininger from In Music We Trust referred to it "as close as anyone will ever get to creating pop-industrial-electronica."<ref name="MusicTrust"/> "Pattycake" is sung in a falsetto reminiscent of soul music.<ref name="Oklahoman">{{cite web |last=Washington |first=Natasha |date=October 13, 2000 |title=CD REVIEWS-POP SELF GIZMODGERY |url=https://www.oklahoman.com/story/news/2000/10/13/cd-reviews/62176097007/ |accessdate=November 24, 2025 |website=The Oklahoman |language=en}}</ref> "Ordinaire" incorporates unconventional and eccentric rhythms,<ref name="MusicTrust"/> alongside alarm sounds similar to that of the American new wave band Devo.<ref name="Pitchfork"/> "9 Lives" is presented in the style of a punk song and evokes elements of psychedelic music.<ref name="DOTW"/> While "I Love To Love Your Love My Love" is a parody of popular doo-wop songs,<ref name="TVV"/> and features a piano ballad.<ref name="Neumu"/>

===Lyrics=== The opening track, "I Am A Little Explosion", begins with a toy doll stating "Let’s play some music!", before the song starts.<ref name="RZ"/> "Chameleon" is characterized by a recurring vocal verse, which also incorporates a sample of a drunken man speaking nonsensically.<ref name="Pitchfork"/> "Dead Man", is written from the perspective of a man dealing with mortality issues, coping with the stress of everyday life by using black comedy as a relief method.<ref name="DeadManDih">{{cite web |last=Dih |first=Gerald |date=November 6, 2025 |title=Dissecting the song that broke Self back into the mainstream decades later |url=https://audiophix.com/dissecting-song-broke-self-back-mainstream-decades-later |access-date=November 22, 2025 |website=AudioPhix |language=en}}</ref> Following, "Trunk Fulla Amps" was written humorously, as the band considered it ironic that a song created solely with toy instruments could contain significant profanity.<ref name="INK19interview">{{Cite web |last=Tilford |first=Bryan |title=Self - Ink 19 Interview |url=http://www.ink19.com/issues/november2000/inkSpots/self.html |url-status=dead |archive-url=https://web.archive.org/web/20001218001400/http://www.ink19.com/issues/november2000/inkSpots/self.html |archive-date=December 18, 2000 |access-date=November 22, 2025}}</ref> The lyrics repeatedly state, "Got a trunk fulla amps, motherfucker",<ref name="Pitchfork"/> and reference several artists by name, including Freddie Mercury and the Electric Light Orchestra.<ref name=Lollipop/> Mahaffey remarked that after writing the first verse of the song: "—the flood gate opened and the 'f' word flew freely."<ref name="INK19interview"/>

"Pattycake" interpolates the nursery rhyme Miss Lucy had a steamboat,<ref name="TVV"/> and "Hi, My Name’s Cindy" revolves around a man who ends up on a blind date with a literal blind woman.<ref name="HearSay">{{Cite web |last=Orendorf |first=Ryan |title=Hear/Say Gizmodgery Review |url=http://www.hearsay.cc/reviews/albums/04-05-01-01/Self.html |url-status=dead |archive-url=https://web.archive.org/web/20010221222547/http://www.hearsay.cc/reviews/albums/04-05-01-01/Self.html |archive-date=February 21, 2001 |access-date=November 22, 2025}}</ref> The twelfth track, "I Love To Love Your Love My Love" is written in the style of a Jellyfish song,<ref name=Lollipop/> and narrates a High school prom.<ref name="Stone2">{{cite journal |last=Fischer |first=Blair |date=January 21, 1999 |title=Toy Soldiers: Self begin a childish exploration |journal=Rolling Stone}}</ref>

==Artwork== The cover artwork of ''Gizmodgery'' depicts a boy viewing a General Electric Show'N Tell, featuring a skeletal ultrasound fetus whose umbilical cord is connected to a microphone. The fetus featured on the cover is available on display at the Museum Vrolik in Amsterdam.<ref>{{cite web |last=Starkweather |first=Simon |date=December 19, 2014 |title=Vrolik Museum Exhibitions |url=http://www.churchofhalloween.com/wp-content/posts/museum-vrolik.png |url-status=dead |archive-url=https://web.archive.org/web/20141219095517/http://www.churchofhalloween.com/wp-content/posts/museum-vrolik.png |archive-date=December 19, 2014 |accessdate=November 29, 2025 |website=Church of Halloween |language=en}}</ref> Unlike the majority of Self's previous releases, the artwork for ''Gizmodgery'' was created by Kii Arens.<ref>{{cite web |title=Kii Arens | Credits |url=https://www.allmusic.com/artist/kii-arens-mn0001225153 |access-date=November 30, 2025 |publisher=AllMusic}}</ref> New artwork was created for the Japanese release.<ref name="Japan">{{cite web |date=April 28, 2001 |title=Self - Intro |url=http://www.avexnet.or.jp/self/top/intro.htm |url-status=dead |archive-url=https://web.archive.org/web/20010509095917/http://www.avexnet.or.jp/self/top/intro.htm |archive-date=May 9, 2001 |accessdate=November 19, 2025 |website=Avex Inc. |language=ja}}</ref> ''Gizmodgery'' features unique artwork for every song on the album, similar to that of Self's debut ''Subliminal Plastic Motives'' (1995). An icon is used to represent each song on the CD and booklet.

==Release== {{redirect|Goes Shopping|the movie|Gone Shopping}} thumb|left|upright=0.7|''Gizmodgery''{{'}}s marketing campaign included television advertisements, a first for Self. ''Gizmodgery'' was released through Spongebath Records on September 5, 2000,<ref name="AllMusic"/> and appeared in retail stores by October 31.<ref name="CMJ"/> Issued exclusively on HDCD,<ref name="Five10">{{cite web |author=The Five 10 |date=August 4, 2015 |title=sElf / Matt Mahaffey to Release 15th Anniversary Vinyl of Gizmodgery |url=https://thefive10.com/2015/08/04/self-matt-mahaffey-to-release-15th-anniversary-vinyl-of-gizmodgery/ |accessdate=December 24, 2024 |website=The Five 10 |language=en}}</ref> copies were packaged with a parental advisory sticker on the front due to the song "Trunk Fulla Amps",<ref name="Ocolly">{{cite web |date=October 12, 2000 |title=Self more than just boys with toys |url=https://www.ocolly.com/self-more-than-just-boys-with-toys/article_78c3bcf0-36b2-55ff-a48d-b16464da31b7.html |accessdate=December 24, 2024 |website=The O'Colly |language=en}}</ref> which repeats the word "motherfucker" a total of 18 times.<ref name="MinorKeys">{{cite web |last=M. |first=Mike |date=November 25, 2000 |title=Gizmodgery Review |url=https://minorkeys.tripod.com/reviews.html |accessdate=December 2, 2025 |website=Minor Keys |language=en}}</ref> ''Gizmodgery'' was not available at Walmart,<ref name="Hybrid"/> as the company refuses to stock albums featuring parental advisory stickers.<ref>{{cite web |last=Watson |first=Matt |date=February 9, 2010 |title=Walmart's music policy inconsistent |url=https://reflector-online.com/18939/uncategorized/walmarts-music-policy-inconsistent/ |accessdate=December 2, 2025 |website=The Reflector |language=en}}</ref> Few concerts were connected to the album's release, limited by the extensive cost of batteries required to power the toy instruments,<ref>{{cite web |last=Gdula |first=Steve |date=November 2, 2000 |title=Self Plays With Toys |url=http://wallofsound.go.com/news/stories/self110200.html |url-status=dead |archive-url=https://web.archive.org/web/20010126222500/http://wallofsound.go.com/news/stories/self110200.html |archive-date=January 26, 2001 |accessdate=December 24, 2024 |website=Wall of Sound |language=en}}</ref> only consisting of an album release party in Murfreesboro,<ref name="BUZZ"/> a performance at Sebastian's on September 8, and at Opry Mills' Tower Records store on September 9.<ref name="NashAmusement">{{cite web |last=Murray |first=Noel |date=September 7, 2000 |title=Self-Amusement |url=https://www.nashvillescene.com/arts_culture/self-amusement/article_26dfc84a-af98-5fe5-8f54-f9e6b3dc10fb.html |accessdate=December 3, 2025 |website=Nashville Scene |language=en}}</ref> Mike Mahaffey created chiptune remixes of older songs to lead the band on stage during performances, with plans to release it through DreamWorks Records.<ref name="SU"/> It was instead released on Spongebath's website after Self's tour ended as their second EP ''Self Goes Shopping'' (2000).<ref>{{cite web |title=Self - Bsides |url=http://www.spongebathrec.com/self/bsides.html |url-status=dead |archive-url=https://web.archive.org/web/20010104043100/http://www.spongebathrec.com/self/bsides.html |archive-date=January 4, 2001 |accessdate=November 19, 2025 |website=Spongebath Records |language=en}}</ref>

[[File:GizmodgeryJapaneseGoodies.jpeg|thumb|upright=0.7|Extra goodies were included in copies of ''Gizmodgery''{{'}}s Japanese edition.]] In 1999, Michael Simpson of the Dust Brothers remixed the toy recording of "Suzie Q Sailaway", which Mahaffey preferred over the original version.<ref name="Pig"/> It was released on July 27, 2001, as part of the compilation album ''Selfafornia''. It included other cut songs from ''Gizmodgery''{{'}}s recording sessions,<ref>{{cite web |title=Self - News |url=http://www.spongebathrec.com/self/news.html |archive-url=https://web.archive.org/web/20010622152045/http://www.spongebathrec.com/self/news.html |archive-date=June 22, 2001 |accessdate=December 24, 2024 |website=Spongebath Records |language=en}}</ref> with "Resurrect" as its final track.<ref>{{cite web |author=Laurent |date=September 15, 2001 |title=Self - Selfafornia |url=https://www.indiepoprock.fr/chroniques/albums/self/selfafornia/ |accessdate=November 19, 2025 |website=Indiepoprock |language=fr}}</ref> A music video for "Trunk Fulla Amps" directed by Reed Ridley was released in February 2001. It was intended to be broadcast for MTV's "Indie Day", but the band did not qualify due to their contract with DreamWorks.<ref name="Pig"/> Self produced a 30-second advertisement consisting of a comically edited version of the music video,<ref>{{cite web |last=Youtube |first=Selfemeris |date=September 3, 2024 |title="Gizmodgery Ad (Commercial, 2001)" |url=https://www.youtube.com/watch?v=8YnjyveFNDM |access-date=November 19, 2025 |website=YouTube}}</ref> which aired during the Super Bowl XXXV in select areas of the east coast,<ref>{{Cite web |last=Mahaffey |first=Matt |date=August 27, 2014 |title=IamA Matt Mahaffey AMA! |url=https://www.reddit.com/r/IAmA/comments/2eqv4v/comment/ck24uru/ |access-date=November 19, 2025 |website=Reddit}}</ref> alongside the 2000 MTV Video Music Awards.<ref>{{Cite web |last=Bass D |first=Count |date=2013 |title=Count Bass D - Ask Me Anything |url=https://www.reddit.com/r/hiphopheads/comments/1157vb/comment/c6jh3xp/ |access-date=November 24, 2025 |website=Reddit}}</ref> Both videos were available for download from Spongebath's website.<ref>{{Cite web |date=June 2, 2001 |title=Self - Trunk Fulla Amps Video |url=http://www.spongebathrec.com/self/video/ |archive-url=https://web.archive.org/web/20010602113322/http://www.spongebathrec.com/self/video/ |archive-date=2 June 2001}}</ref>

A Japanese edition of ''Gizmodgery'' was released on April 25, 2001, by Avex Inc,<ref>{{cite web |title=Self - Index |url=http://www.avexnet.or.jp/avexdb/self/index.htm |url-status=dead |archive-url=https://web.archive.org/web/20010618125714/http://www.avexnet.or.jp/avexdb/self/index.htm |archive-date=June 18, 2001 |accessdate=November 19, 2025 |website=Avex Inc. |language=ja}}</ref> with the songs "Dead Man" and "I Love To Love Your Love My Love" being available for download from their Japanese website.<ref>{{cite web |title=Gizmodgery - Listening booth |url=http://www.avexnet.or.jp/self/top/booth.htm |url-status=dead |archive-url=https://web.archive.org/web/20010509102404/http://www.avexnet.or.jp/self/top/booth.htm|archive-date=May 9, 2001 |accessdate=November 19, 2025 |website=Avex Inc. |language=ja}}</ref> It included the bonus track "Resurrect",<ref name="Soluble"/> alongside new artwork created by Fujita Blender of Hyppopotamus Graphics. Mahaffey travelled to Japan to promote the album, partaking in a photo shoot taken by Daisuke Fujisawa and 18 different interviews for various Japanese music outlets,<ref name="Japan"/> with plans to tour Japan in August 2001.<ref name="Soluble"/> Each purchase included a poster, a sticker, and a ticket to enter a contest in which 50 people received a toy used whilst creating the album.<ref>{{cite web |last=Records |first=Avex |date=April 25, 2001 |title=Self - toys contest |url=http://www.avexnet.or.jp/self/top/toys.htm |url-status=dead |archive-url=https://web.archive.org/web/20010525055508/http://www.avexnet.or.jp:80/self/top/toys.htm |archive-date=May 25, 2001 |accessdate=December 11, 2025 |website=Avex Records |language=ja}}</ref> Celebrating its 15th anniversary, the album was re-issued through El Camino Media on September 11, 2015, available as a digital download and physically as a blue vinyl.<ref name="Five10"/>

==Reception== {{Music ratings |rev1=AllMusic |rev1Score={{Rating|4|5}}<ref name="AllMusic">{{cite web |last=Huey |first=Steve |title=Gizmodgery Review |url=https://www.allmusic.com/album/gizmodgery-mw0000619636 |access-date=March 23, 2021 |website=AllMusic}}</ref> |rev2=''The Daily Nebraskan'' |rev2Score={{Rating|4|4}}<ref name="TDN">{{cite web |last=Shaw |first=Andrew |date=October 26, 2000 |title='Hungry, Hungry Harmony': Self uses toys to create music |url=https://www.dailynebraskan.com/hungry-hungry-harmony-self-uses-toys-to-create-music/article_aa662f00-7404-5b3e-9026-dffd4133f28f.html |access-date=December 24, 2024 |website=The Daily Nebraskan}}</ref> |rev3=Dead On The Web |rev3Score={{Rating|8|10}}<ref name="DOTW">{{cite web |last=Rizzo |first=Frank |title=Gizmodgery - Disk Review |url=http://www.deadontheweb.com/new_cdreviews/disk_review.htm |url-status=dead |archive-url=https://web.archive.org/web/20010124061800/http://www.deadontheweb.com/new_cdreviews/disk_review.htm |archive-date=January 24, 2001 |access-date=December 24, 2024 |website=Dead On The Web}}</ref> |rev4= ''LMNOP'' |rev4Score={{Rating|5|6}}<ref name="LMNOP">{{cite web |last=Fievet |first=Steven |date=November 2000 |title=babysue: LMNOP Reviews |url=https://lmnop.com/LMNOP-Reviews-Nov-00.html |url-status=live |archive-url=https://web.archive.org/web/20010221113344/http://lmnop.com/LMNOP-Reviews-Nov-00.html |archive-date=February 21, 2001 |access-date=December 24, 2024 |website=LMNOP}}</ref> |rev5= ''Pitchfork'' |rev5Score=6.9/10<ref name="Pitchfork">{{cite web |last=Owen |first=Spencer |date=August 21, 2001 |title=Self: Gizmodgery Album Review |url=https://pitchfork.com/reviews/albums/7067-gizmodgery/ |access-date=March 23, 2021 |website=Pitchfork}}</ref> |rev6= ''RockZone'' |rev6Score=A+<ref name="RZ">{{cite web |last=Barker |first=Samuel |date=November 3, 2000 |title=Reviews: Self -"Gizmodgery" |url=http://rockzone.com/reviews/self.shtml |url-status=dead |archive-url=https://web.archive.org/web/20011228150753/http://rockzone.com/reviews/self.shtml |archive-date=December 28, 2001 |access-date=December 24, 2024 |website=RockZone}}</ref> | rev7 = ''Portland Press Herald'' | rev7Score = A<ref name="PPH">{{cite journal |last=Peters |first=Ryan |date=October 15, 2000 |title=Self's fourth album 'Gizmodgery' is performed entirely on toy instruments and it's one lots of people are going to want |journal=Portland Press Herald |page=5E}}</ref> }} The album received largely positive reviews upon release. Steve Huey of AllMusic gave the album a rating of 4/5, complimenting its detailed production against cheap toys and Mahaffey's "playful, often kitschy sense of humor".<ref name="AllMusic"/> Andrew Shaw of ''The Daily Nebraskan'' rated ''Gizmodgery'' 4 out of 4 stars, hailing the production and complete soundscapes achieved with the toys.<ref name="TDN"/> Spencer Owen of ''Pitchfork'' criticized the project's stylistics derivations and the noisiness of "5 Alive" and "Chameleon" while lauding the fun energy presented in other tracks, rating it a 6.9/10.<ref name="Pitchfork"/> The album was reviewed more positively by Samuel Barker of ''RockZone'', calling it a "good mix of old style funk with a dose of new age pop" and giving it an A+ grade.<ref name="RZ"/> Steven Fievet of ''LMNOP'' followed with a rating of 5 out of 6 stars, classifying the album as "toy pop" and magnifying its mix of lighthearted and serious undertones.<ref name="LMNOP"/> Ryan Peters of ''Portland Press Herald'' graded ''Gizmodgery'' an A, praising its tasteful mix of contrasting pop elements and Mahaffey's ability to avoid relying on a gimmick.<ref name="PPH"/>

Amy Phillips of ''The Village Voice'' positively reviewed the album's youthful themes, classing "Pattycake" as its best song.<ref name="TVV">{{cite web |last=Phillips |first=Amy |date=March 6, 2001 |title=Boy Toys |url=https://www.villagevoice.com/boy-toys/ |url-status=dead |archive-url=https://web.archive.org/web/20241224035606/https://www.villagevoice.com/boy-toys/ |archive-date=December 24, 2024 |accessdate=December 24, 2024 |website=The Village Voice |language=en}}</ref> Mark Woodlief of CMJ shared similar sentiment, admiring Mahaffey's production and comparing his experimental songwriting to Wayne Coyne of the Flaming Lips.<ref name="CMJ">{{cite magazine |last=Woodlief |first=Mark |date=January 2001 |title=Best New Music - Gizmodgery |url=https://books.google.com/books?id=wikEAAAAMBAJ&pg=PA24 |access-date=December 24, 2024 |magazine=CMJ |pages=24, 70 |issue=89}}</ref> Scott Hefflon of ''Lollipop Magazine'' likened the song "I Love To Love Your Love My Love" to the Beatles and Jellyfish, commending its harmonies and doo-wop composition.<ref name="Lollipop">{{cite web |last=Hefflon |first=Scott |date=April 1, 2001 |title=Self – Gizmodgery – Review |url=https://lollipopmagazine.com/2001/04/self-gizmodgery-review/ |accessdate=December 24, 2024 |website=Lollipop Magazine |language=en}}</ref> J Noise of ''Hybrid Magazine'' equated Mahaffey's guitar work throughout ''Gizmodgery'' to Brian May's, admiring the diverse combination of genres and stating a resemblance to Beck's ''Odelay'' (1996).<ref name="Hybrid">{{cite web |last=Noise |first=J |title=Reviews {{!}} Self - Gizmodgery |url=http://www.hybridmagazine.com/reviews/1100/self.html |url-status=dead |archive-url=https://web.archive.org/web/20010304001814/http://www.hybridmagazine.com/reviews/1100/self.html |archive-date=March 4, 2001 |accessdate=December 24, 2024 |website=Hybrid Magazine |language=en}}</ref> Carlos Ramirez of ''No Echo'' was pleased by Mahaffey's choice not to emulate the original singing style of "What a Fool Believes", enjoying its synthetic buoyancy.<ref>{{cite web |last=Ramirez |first=Carlos |date=March 15, 2014 |title=Self, "What a Fool Believes," from Gizmodgery (Spongebath, 2000) |url=https://www.noecho.net/song-of-the-day/self-what-a-fool-believes-from-gidmodgery-spongbath-2000 |access-date=December 25, 2024 |website=No Echo |language=en}}</ref> Jeff Brown of ''The Pitch'' additionally approved "What a Fool Believes" and the varied moods of ''Gizmodgery'', ranking the album as one of the best of 2000.<ref>{{cite web |last=Brown |first=Jeff |date=December 14, 2000 |title=Best Albums of 2000: Critics' Picks |url=https://www.thepitchkc.com/best-albums-of-2000-critics-picks/ |access-date=March 23, 2021 |website=The Pitch}}</ref> Bill Ribas of ''NY Rock'' held a similar ranking for the year, favoring "Trunk Fulla Amps" for its similarities to David Bowie's ''Scary Monsters (and Super Creeps)'' (1980).<ref>{{cite web |last=Ribas |first=Bill |date=November 18, 2000 |title=Street Beat: Reviews of Unsigned, Newly Signed or Independent Label Bands |url=http://www.nyrock.com/streetbeat/1100.asp#six |url-status=dead |archive-url=https://web.archive.org/web/20010820193438/http://www.nyrock.com/streetbeat/1100.asp#six |archive-date=August 20, 2001 |accessdate=December 24, 2024 |website=NY Rock |language=en}}</ref> Ron Rollins of ''Dayton Daily News'' praised the album's energy and quirk,<ref>{{cite journal |last=Rollins |first=Ron |date=January 2, 2001 |title=Seen & Overheard - Rock Toys |journal=Dayton Daily News}}</ref> while Ben Wener of ''The Orange County Register'' complimented its craftiness and use of childhood imagery.<ref>{{cite journal |last=Wener |first=Ben |date=December 15, 2000 |title=Boy, can this guy play music |journal=The Orange County Register}}</ref>

==Legacy== thumb|200px|Self, pictured in 2014, received consistent music work after the release of Gizmodgery. Shortly after completing the album in May 2000, both Mahaffey and keyboardist Chris James moved to Los Angeles in order to be closer to the bands' major label, DreamWorks Records, followed by bassist Mac Burrus moving to San Diego in September,<ref name="SU"/> with plans to release their fifth studio album ''Ornament & Crime'' (2017) by Summer 2001.<ref name="Soluble">{{cite web |last=Mailman |first=Craig |date=March 10, 2001 |title=Self announces new album, web site |url=http://solublesound.com/news/view_article.php?articleID=44 |url-status=dead |archive-url=https://web.archive.org/web/20010410035841/http://solublesound.com/news/view_article.php?articleID=44 |archive-date=April 10, 2001 |accessdate=December 11, 2025 |website=Soluble Sound |language=en}}</ref> Mahaffey said he planned to return to alternative rock, and did not see a return to Self's previous sound.<ref name="SU"/> Their home label, Spongebath Records, collapsed shortly after the band left.<ref>{{cite web |last=Graves |first=Seth |date=July 14, 2011 |title=A decade after the demise of Murfreesboro-based Spongebath Records, members of the Spongebath family talk about what went right, and what went wrong |url=https://www.nashvillescene.com/music/a-decade-after-the-demise-of-murfreesboro-based-spongebath-records-members-of-the-spongebath-family/article_2301700b-05f0-5e71-be65-ba7705673efe.html |accessdate=December 11, 2025 |website=Nashville Scene |language=en}}</ref> Mahaffey has remained positive about the album, telling ''Vice'' in 2014 that he still received praise for the album, remarking "I’d never do it again, but it was a good exercise."<ref name="Vice"/>

J.P. Grant of ''The A.V. Club'' compared the "toy" gimmick of the 2011 video game ''Toy Soldiers: Cold War'' to that of ''Gizmodgery''’s, praising both for "transcending its gimmick with its solid fundamentals."<ref>{{cite web |last=Grant |first=John-Peter |date=August 23, 2011 |title=Toy Soldiers: Cold War (XBLA) Review |url=https://www.avclub.com/toy-soldiers-cold-war-review-xbla |accessdate=December 2, 2025 |website=The A.V. Club |language=en}}</ref> In the early 2020s, "Dead Man" and "What a Fool Believes" became sleeper hits, rising in popularity on Spotify long after their release.<ref>{{cite web |last=Besecker |first=Gabe |date=December 11, 2023 |title=sElf-Indulgent: A Retrospective on the Band That Started Matt Mahaffey's Career |url=https://woof-mag.com/2023/12/11/self-indulgent-a-retrospective-on-the-band-that-started-matt-mahaffeys-career/ |accessdate=December 24, 2024 |website=Woof Magazine |language=en}}</ref> "What a Fool Believes" was used in the first episode of the Netflix series FUBAR in 2023.<ref>{{cite web |date=May 25, 2023 |title="FUBAR" Take Your Daughter to Work Day (TV Episode 2023) - Soundtracks |url=https://www.imdb.com/title/tt13130216/soundtrack/?ref_=tt_trv_snd |accessdate=December 24, 2024 |website=IMDb |language=en}}</ref> "Dead Man" gained larger popularity after Spotify's AI algorithm began to promote it alongside songs by indie rock artists Lemon Demon and Tally Hall,<ref name="MixedAltMag">{{cite web |last=Hughey |first=Noah |date=July 10, 2025 |title=Self-Made Genius: Tracing the Musical Legacy of Matt Mahaffey |url=https://www.mixedaltmag.com/news-25/self-made-genius%3A-tracing-the-musical-legacy-of-matt-mahaffey |access-date=December 2, 2025 |website=Mixed Alt Mag |language=en}}</ref> additionally being used in an episode of Tally Hall's internet show in 2011,<ref>{{cite web |author=Tally Hall |date=December 22, 2012 |title=South By Southwest 2007 |url=https://vimeo.com/56176404 |accessdate=December 2, 2025 |website=Vimeo |language=en |time=1:45}}</ref><ref name="DeadManDih"/> with fans of the band confusing it for a new Tally Hall song.<ref name="MixedAltMag"/> The song "Trunk Fulla Amps" was featured in the final season of ''Weeds'',<ref name="Vice">{{cite web |last=Olmstead |first=Todd |date=July 24, 2014 |title=Self, a.k.a. the Dude Who Made the Expedia Dot Com Jingle, Is Back |url=https://www.vice.com/en/article/self-interview-premiere-super-fake-nice/ |url-status=live |archive-url=https://web.archive.org/web/20221208074254/https://www.vice.com/en/article/rqywxr/self-interview-premiere-super-fake-nice |archive-date=December 8, 2022 |website=Vice |language=en}}</ref> additionally becoming a regular staple of Self's live performances.<ref>{{cite web |last=Cross |first=Steve |date=January 13, 2014 |title=Self w/Glossary and Montessori Dads at Exit/In, 1/12/14 |url=https://www.nashvillescene.com/music/self-w-glossary-and-montessori-dads-at-exit-in-1-12-14/article_7b63b5d9-0220-5b43-b43b-9e353aa0cb03.html |accessdate=December 2, 2025 |website=Nashville Scene |language=en}}</ref>

==Commercial performance== ''Gizmodgery'' was commercially successful for Self, with 5,000 units being sold via pre-order. In its first week, the band sold 5,000 more units through Spongebath, with an additional 3,000 distributed through retail stores.<ref name="SU"/> It debuted at number 198 on the CMJ Radio 200 chart on October 2, 2000. It received 87 radio adds for the week, ranking number 3 in Radio 200 adds and number 5 in adult alternative adds.<ref>{{cite magazine |date=October 2, 2000 |title=CMJ New Music Report |url=https://www.worldradiohistory.com/Archive-All-Music/CMJ/2000/CMJ-2000-10-02.pdf |access-date=November 25, 2025 |magazine=CMJ |pages=16, 20, 32 |language=en |issue=685}}</ref> It jumped 183 positions the following week,<ref>{{cite magazine |date=October 9, 2000 |title=CMJ New Music Report |url=https://www.worldradiohistory.com/Archive-All-Music/CMJ/2000/CMJ-2000-10-09.pdf |access-date=November 25, 2025 |magazine=CMJ |pages=12, 18 |language=en |issue=686}}</ref> and reached number 8 on November 13.<ref name="CMJ 11-20">{{cite magazine |date=November 20, 2000 |title=CMJ New Music Report |url=https://www.worldradiohistory.com/Archive-All-Music/CMJ/2000/CMJ-2000-11-20.pdf |access-date=November 25, 2025 |magazine=CMJ |pages=34 |language=en |issue=692}}</ref> It additionally peaked at number 12 on CMJ's Internet Broadcast chart, number 10 on CMJ's Core Radio chart,<ref name="CMJ 11-06">{{cite magazine |date=November 6, 2000 |title=CMJ New Music Report |url=https://www.worldradiohistory.com/Archive-All-Music/CMJ/2000/CMJ-2000-11-06.pdf |access-date=November 25, 2025 |magazine=CMJ |pages=32, 42 |language=en |issue=690}}</ref> number 9 on CMJ's Alternative Radio Airplay chart,<ref name="CMJ"/> and number 4 on the CMJ Top 200.<ref name="Japan"/> On January 26, 2020, the track "What a Fool Believes" peaked at number 69 on the Radio Top 100 Alternative Songs chart in Japan.<ref name="WAFB JPN">{{cite web |date=January 26, 2020 |title=Japan Radio Top 100 Alternative Songs Chart |url=https://www.top-charts.com/songs/alternative/japan/radio/2020-W04 |access-date=December 25, 2024 |website=Top Charts |language=en}}</ref>

==Track listing== {{track listing | all_writing = Matt Mahaffey, except where noted | title1 = I Am a Little Explosion | length1 = 3:35 | title2 = 5 Alive | length2 = 3:09 | title3 = Chameleon | length3 = 2:53 | title4 = Dead Man | length4 = 3:03 | title5 = Trunk Fulla Amps | writer5 = {{hlist|Matt Mahaffey|Mike Mahaffey|Jason Rawlings|Mac Burrus|Chris James}} | length5 = 3:24 | title6 = Pattycake | writer6 = {{hlist|Matt Mahaffey|Rawlings|Burrus}} | length6 = 4:05 | title7 = Ordinaire | writer7 = {{hlist|Mahaffey|Mahaffey|Rawlings|Burrus|James}} | length7 = 3:22 | title8 = Miracle Worker | length8 = 2:02 | title9 = Hi, My Name's Cindy | length9 = 2:29 | title10 = What a Fool Believes | writer10 = {{hlist|Michael McDonald|Kenny Loggins}} | length10 = 3:42 | title11 = 9 Lives | length11 = 2:33 | title12 = I Love To Love Your Love My Love | writer12 = {{hlist|Mahaffey|Mahaffey|Rawlings|Burrus|James}} | length12 = 4:23 | title13 = Trunk Fulla Amps | note13 = radio edit | writer13 = {{hlist|Mahaffey|Mahaffey|Rawlings|Burrus|James}} | length13 = 3:26 | total_length = 42:11 }} {{track listing | headline = Japanese edition | total_length = 45:33 | title14 = Resurrect | note14 = bonus track | writer14 = | length14 = 3:22 }}

'''Notes''' * On physical releases, "Miracle Worker" is stylized as "Miracleworker" and "I Love To Love Your Love My Love" as "ilovetoloveyourlovemylove".

==Personnel== Credits adapted from the album's liner notes.<ref name="Liner">{{cite AV media notes |title=Gizmodgery (Japanese)|year=2001|others=Self|publisher=Avex, Spongebath}}</ref>

'''Musicians''' {{div col}} *Matt Mahaffey – lead vocals, instruments *Mike Mahaffey – guitar (10), instruments (5, 7, 12, 13) *Mac Burrus – instruments (5, 7, 12, 13) *Chris James – instruments (5, 7, 12, 13) *Jason Rawlings – instruments (5, 7, 12, 13) {{div col end}}

'''Technical''' {{div col}} *Chris James – mixing engineer *Tom Baker – mastering engineer *Matt Mahaffey – engineer (1–4, 6, 8–11, 14) *Shawn McLean – engineer (5, 7, 12, 13) *Kii Arens – package design *Fuzita Blender – Japanese package design *Daisuke Fujisawa – Japanese photography *Kozaburo Sakamoto – Japanese photography {{div col end}}

==Charts== {| class="wikitable sortable plainrowheaders" style="text-align:center;" |+ Weekly chart performance for ''Gizmodgery'' ! scope="col"| Chart (2000–2001) ! scope="col"| Peak position |- !scope="row"|Alternative Radio Airplay (CMJ)<ref name="CMJ"/> |9 |- !scope="row"| CMJ Radio 200<ref name="CMJ 11-20"/> |8 |- !scope="row"| CMJ Top 200<ref name="Japan"/> |4 |- !scope="row"|Core Radio (CMJ)<ref name="CMJ 11-06"/> |10 |- !scope="row"|Internet Broadcast (CMJ)<ref name="CMJ 11-06"/> |12 |}

==References== {{Reflist}}

Category:2000 albums Category:2000s concept albums Category:Self (band) albums Category:El Camino Media albums Category:Pop rock albums by American artists Category:LGBTQ-related albums Category:Transgender-related music Category:Fiction about medicine and health Category:Music based on video games