Pop Will Eat Itself elevated themselves above their grebo roots with 1989's This Is the Hour... This Is the Day... This Is This!. Combining hip-hop, punk rock and alternative rock with sampling and experimentation the album was one of the best of the 1980s. Somehow, they managed the same feat with the follow-up, Cure for Sanity, in 1990 while embracing the club culture of the time.