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Lonely Gimmick is the brainchild of Samuel Powell. Formerly an anonymous artist also going by the alter ego Max Pow. -Featured on "BBC Introducing" -"Ear-catching music"-Obscure Sound -"The living embodiment of futuristic and avant-garde compositions" -Iggy Magazine -"Pure dance feverish escapism" -American Pancake -"refreshingly original approach to music making" -Alfitude