Noisy cult rockers My Bloody Valentine are to offer fans earplugs at all future concerts after the group was booed throughout its set at the All Points West festival in New Jersey at the weekend.
Music fans unfamiliar with the reformed act's sound voiced their disapproval at the festival on Saturday (01Aug09), and now the band has teamed up with a British firm to provide disposable plugs, which fans can pick up on their way into the band's shows.
Shaun Thornburgh, the brains behind the new plug deal, says, "I am very pleased to have struck a deal with such an ear-splittingly loud band as My Bloody Valentine, and respect to them for taking ear damage so seriously. By handing out these disposable earplugs at their gigs, the band is highlighting how important it is to protect ears from damage which, once set in, is irreversible."
My Bloody Valentine frontman Kevin Shields and guitarist Belinda Butcher both suffer from hearing issues - Shields fights tinnitus, while Butcher once perforated an eardrum, according to NME.com.