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Kevin Dixon and Drew Calvetti. They are now in a Shoegaze band called Brief Candles, but they were two of the originators of the trend. I remember first seeing their math rock band while they were smashed on Pabst.
If you want to contact Drew or Kevin look up brief candles and write them a letter. But they can tell you everything about how it started in central Illinois in the mid/late nineties. They even explained why they drank the beer to me, about the historic ties of Peoria being a town with a Pabst brewery before prohibition.