God Is An Astronaut: 'We Never Had A Plan B'

At the start of the Nineties, twin brothers Niels and Torsten Kinsella were giving music a go, considering the alternative involved helping their father in his carpet and wood floor dealership.

- Anurag Tagat

They created Super AD, an electronic-rock band, but they couldn’t find any record label or reach out to a larger audience.

Torsten says there were too many middlemen, but the Internet was just taking shape for mass usage, with dial-up connections and computers reaching homes. By the time they were 28 years old, the Kinsella brothers’ disenchantment with the typical music distribution space led them to create a new project called God Is An Astronaut as their final, almost certainly parting attempt. Torsten says over the phone, “We decided let’s do something that we would want to do, rather than asking ourselves what do people want? Like not asking, ‘What does the A&R man want?’”