"What's Up obviously understand the impact of melodic constructions and seem focused on abstracting notions about complicated rock music through their raw recording style. At various times titled prog, art, and math rock, What's Up?'s "genre" has gone through many makeovers, but its broader definition is always based on two general elements: composition and quality of sound. While a wide variety of composition styles have importantly mingled together during the last century, an album's production has only recently risen to equal prominence. If Content Imagination had been recorded by some slick neo-prog band's engineer, it would probably never get past our editor's mailbox. There is an undeniable — if slightly ambiguous — litmus test between indie press outlets and listeners alike that determines what gets covered, and a band like What's Up?'s acceptance into the bubble is worth noting." - tinymixtapes.com