The band was connected to the fanzine New Wave which set up a label, and launched its first EP titled "Norma Loy", a 4-track record, very cold wave, the first one of its kind in France. Norma Loy searched for their identity and multiplied there experiences on the side, leading to the creation in 1984 of their own label, CPM, which produced a second EP distributed by New Rose: "PSYCHIC ALTERCATION" whose "pscychoanalytic rock" gave the setting for later productions. CPM developed its own philosophy and centralised the different activities of the group (musical and non musical ones: (photo)graphic ones, literature, video making, dance etc... and controls the entire artistic production (recordings, LP covers, song books...). A particular emphasis was drawn on the concerts mixing music and slide projections. A live audio tape called "PPHZ" was released, presenting unpublished titles from the band's early works. In 1986 NORMA LOY signs with Divine/Madrigal for the LP: "REWIND/T.VISION", the first part of a set dealing with their favourite subjects (viral electronic media, paranoïa, mysticism, cathodic sex, the illusion of Reality...).
References to W.S. Burroughs and dada and situationist movements are many. The band released on its own label the video "LIVE ATHENEUM - KILL KILL TOUR", mixing concerts'images with minifictions.. "SACRIFICE" (nominated top LP of the month in BEST magazine) was released in 1988 on the Just'in/Eurobond label and develops the themes covered by T.VISION. This radical LP, offering a hard and cold sound, dealing with the downfall of the 80's and has become a classic in the genre.
The title "Power of Spirit" is being played nonstop in the parisian tube while the cover of "L'homme à la moto" ("The motocycle boy") found its way on the radiowaves. NL signed with Warner for the publishing rights. In 1986 CHELSEA took up Buto classes, a determinant factor was came about, Buto dance become a main influence for the group and was integrated into the shows, a highly original and visually enriching initiative, which lead NL to perform with the FOVEA group and Sumako Koseki. Concerts were then conceived as multi-media performances, mixing musicians and dancers to many explosive images projected behind the stage onto a big screen. In 1989 a compilation "82/84" (Eurobond/Just'in) was released as well as "PSYCHIC ALTERCATION/REWIND" and "SACRIFICE/T.VISION", 2 cds taking up the first records along with some unreleased titles. In January 89, was released "REBIRTH" (Eurobond/Just'in), the last volet of the trilogy started with "REWIND/T.VISION". Dedicated to the chinese students of the Pekin Spring, this record marked the evolution in the band's music but still offered this peculiar mix of cold wave, psychodelic tribal rock and experimental music.
The band participated to the Printemps de Bourges festival, gave a stronghitting performance in a TV show (Japan’s special) animated by Frederic Mitterand and released the video "LIVE IN THE REEL", the recording of a concert given in Paris. 1991/1992 were the years of several changes (musicians, record and publishing companies...) thus stating the desire for some renewal. Which results was the making of a new album "ATTITUDES", signed with Declic/BlueSilver. This record, which summed up the various influences undergone by the band since the very beginning, played with the different styles and synthethized the band's references thus desorientating the gothic public. In 1993, Norma Loy decided to suspend their activities. Usher and Chelsea colaborated again on one-off projects such as the making of music for films ("THE HOUSE OF LOVE", "SOUL SKIN"...) as well as with the band PEEP HOLE who performed at the Chartres cathedral, accompagnying the artist Patrice Ferrasse's installations. In 1997 various international compilations were released with old songs as well as "OPEN YOUR MIND" a compilation includind unreleased remixs made for the label Datcha, released along with a CDrom (something rarely done in those days) called "MIND YOU OPEN". In 1999 Usher and Chelsea came into partnership with Arnovah on a techno project: "DYNA" and release on BMG label several mixes of "L'homme a la moto". 2000-2005: CHELSEA/aka REED 013 dedicated himself to photography and to digital arts.
Regular exhibitions gave an account of his work where erotism, the sacred and mutation. He had a book (a monography ) "FETISH VISIONS" published by the publishing house "La Musardine" (Paris), "FETISH MODE" at Walea's (Japan) and appeared in many publications. http://www.myspace.com/reed013 Since 1999 REED 013 has been one organizing member of the collective ALIEN NATION (Fetish + Art / underground cultures). http://www.myspace.com/alienxnation He was also collaborating in the collective of artists BAZOOKA'S daily web graphic magazine "Un Regard Moderne" and he's still working as a DJ and a graphic designer. USHER/aka A.SHIELD persues his musical activities on solo projects (along with multiple collaborations) as well as with his band DIE PUPPE (first CD "Die Puppe" -2004 - Kamisori Records). Chesea appears on his second album, intitled "La Reine des Mouches"(2006 - Kamisori Records) where he pays an hommage to John Balance from COIL. A new remix EP "Wonderland" is out on July 07. http://www.myspace.com/diepuppe1 USHER also dedicates himself to writing and has many articles published a well as short stories. USHER & CHELSEA have collaborated on several multimedia shows in France, Germany and England "JET SEX KLINIK" (2001 - Performance c/o Alien Nation / Kiki Picasso / Usher / Chelsea) & "X LAB" (2002 - Performance c/o Alien Nation / Kiki Picasso / Usher / Chelsea).
They have been seen on stage with the Japanese singer HANAYO in 2002. 2006: The re-release of "Sacrifice" + the unreleased live LP "White Nights/White Beats" on the Infrastition label, then participation in the compilation DVD "RVB Transfert" relaunched the band. NORMA LOY's new line-up has performed for the first time in the Dark Omen II festival on July, 22nd. This line-up includes CHELSEA (vocal lead), USHER (keyboards, vocals), LOL (bass guitar), YANN REVERSAT (guitare), GUILLAUME (drums), HELENE (Buto danse). This performance has been welcomed with enthousiasm and gives birth to many articles. 2007: Part of the back catalogue will be re-released next June on Infrastition label with "ONE/PSYCHIC ALTERCATION", a compilation with the first 2 EPs + some unreleased tracks from 82/85. A DVD “Live at the Dark Omen - NL Rebirth” , which will present the July concert with many archive documents/images of live concerts and the integral band's video-clips will be soon available.
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