This Is the Day...This Is the Hour...This Is This! is the second studio album by English rock band Pop Will Eat Itself, released on 1 May 1989 by RCA Records. The album builds upon the band's 1987 debut Box Frenzy in its extensive usage of sampling, combining influences from punk rock, hip hop, heavy metal, and disco music, with samples and lyrics that reference, among many subjects, pop culture and otaku culture. Particularly influential on the album's musical style were hip hop group Public Enemy, while the album's own subtle post-punk touches would later be credited as influential. Some critics regard the album as a sound collage. The album artwork, designed by The Designer's Republic, touches upon nuclear warfare themes. Upon its release, the album peaked at number 24 for two weeks on the UK Albums Chart, and also peaked at number 169 on the US Billboard 200 for six weeks. The three singles from the album – "Def. Con. One", "Can U Dig It?", and "Wise Up! Sucker" – were among the band's most successful to date. The album received critical acclaim, with praise being placed on the album's invention, humour, and self-contained style. Cherry Red Records released a two-disc deluxe edition of the album in 2011, featuring unreleased bonus tracks. Background and recording The Stourbridge-based Pop Will Eat Itself started in 1986 as a Buzzcocks-influenced indie rock band. Though initially associated with the C86 scene, their rougher, rockier sound led to them being championed by the music press as one of several grebo bands that were emerging from Midlands, with the word "grebo" itself having been revived by the band. Band member Graham Crabb said: "We revived this '70s [slang] word for dork or nerd, and the press had to build this movement around it to describe everyone with long hair and a nasty guitar sound." The band thought their musical style was "pretty much going down a cul de sac" until they found numerous other "more interesting" influences. Crabb reflected: "We just started listening to a lot of new stuff, stuff we hadn't heard before. We saw Run-DMC and the Beastie Boys come over and play, and they blew us away." Having been inspired by groups such as Age of Chance, the band immersed themselves with sampling, drawing material from artists as disparate as Iggy Pop and James Brown, while Crabb would quickly join Clint Mansell as