In the pursuit of marketing due diligence, I contacted our buddy Keith Liu to get a precise translation for the Asian character we were putting on the cover art for Endure just prior to releasing it to the public. After all, it would look pretty bad to name the album Endure, Vol. 1 if the character really meant something like, “fleeting” or “temporary” or worse, right? I will never forget the example of a marketing blunder committed years ago by Chevrolet when they released the “Nova” and could not figure out why it just wasn’t selling in Spanish-speaking States or countries until someone pointed out that in Spanish, “Nova” means “No Go”! Fortunately, we didn’t make any such faux pas as Keith’s father provided us with this very apt translation of the Chinese character:
“Chinese characters are mostly formed by symbols. As for this particular ‘endure’ character, the top part of the character is a ‘knife’ with a drop of blood on the character for ‘blade’ over the bottom part of it which is the character for ‘heart’. So it symbolizes that one should remain firm under suffering misfortune without yielding – not even when you are bleeding with a knife piercing through your heart!”
Anyone who knows Etric and/or the music industry in general, understands just how appropriate this symbol really is. And hopefully, this body of work also comes to symbolize in a modern age characterized by our endless pursuit of novelty and distraction, a lasting musical legacy that will endure for years to come.
~ Nancy Martin