'Despite the Swiftian invective of the title, Insignificance marks a lot of milestones in producer/composer Jim O'Rourke's career. The third of his records named after a Nicolas Roeg flick, Insignificance marked O'Rourke's move from Chicago, where he had helped shape the experimental jazz and post-rock music scenes, to New York, and to date remains his solo effort most concerned with pop accessibility. O'Rourke even sings bemusedly in his poor-man's-Bill-Callahan voice about being on the cusp: the subject of opener "All Downhill From Here" is self-evident, and standout "Therefore, I Am" has O'Rourke offering personal re-affirmation, a fresh start, and a heavy-handed fuck-off to an unnamed subject. "Therefore, I Am" is set against the backdrop of a ridiculously repetitive, infectious guitar riff and Ringo-esque drums-- a curiosity for the improvisational O'Rourke, but here it smartly comes off as a smirking indictment of rock alchemy-- and it glides into a falsetto chorus with echoes of girl-groups or the Beach Boys. O'Rourke carries all it off so elegantly that you'd think he'd address the trivial little matter of pop songcraft a little more often.'