By 1988, Creation Records was firmly situated as the U.K. indie label -- the one that all others either emulated or reacted against. More importantly, by this time they were varying their roster to the point that the definitive Creation sound of the label's early days -- exceedingly jangly guitars meshed against artless and pitch-poor male vocals -- was only a part of their sound. Early Creation mainstays the Weather Prophets and the Jasmine Minks, not to mention Bobby Gillespie's pre-dance Primal Scream and label-head Alan McGee's own Biff Bang Pow!, still adhere to this style, but Doing It for the Kids also contains the atmospheric proto-shoegazer pop of Heidi Berry's "North Shore Train" and My Bloody Valentine's sublime "Cigarette in Your Bed," as well as the sparky wit of the Jazz Butcher's "Lot 49" and Momus' "A Complete History of Sexual Jealousy (Parts 17-24)." An interesting mix of bands on the verge of greatness (My Bloody Valentine and Primal Scream), artists at the top of their game (the Times, Felt, the House of Love), and a few also-rans who never quite built on the promise shown here (Emily, the underrated Razorcuts), Doing It for the Kids shows Creation Records at a pivotal moment.
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AllMusic Review by Stewart Mason