Originally formed as a collective of actors, artists and musicians on the occasion of shooting a short film called 'Pleasure', GusGus somehow turned the movie's soundtrack into their self-titled debut album released in 1995. Liberally quoting Jazz, Rock, Downtempo and Techno, the band's sound raised wider interest and the group was eventually signed to famous UK independent label 4AD. The following albums 'Polydistortion' and 'This Is Normal', the latter containing the successful single 'Ladyshave', gradually increased GusGus's popularity, but touring with a large band soon put a strain on its members, to the point where six of its original members left the group. With a reduced line-up and added singer Urdur Hákonardottir a.k.a. Earth, GusGus reformed in 2002, narrowing their style to techno-influenced electronic pop with their album 'Attention'. In 2005 Gus Gus set up their own label Pineapple Records, on which their most recent album 'Forever' appeared. Further changes in personnel seem on the horizon however, as Earth announced her departure from the band in late 2007.