
A few months ago while shopping at Kohl's, I was horrified to discover pre-scarved, pre-layered shirts on the racks. Basically, what the designer of this shirt was saying to consumers was: "Love that indie style but don't want to put in the effort? Buy this and you'll be just like them!" Just like them--those who came before and spent years tailoring their unique fashion through bargain hunting, traveling, meaningful gifts... These are experiences made manifest. Elements of fashion do not only look good, they often hold a special importance for the wearer that makes them unique. Suddenly that uniqueness is lost as the public copies the trendsetter. Fashion-wise, what sets the trendsetter and the copiers apart other than time? Mass commercial reproduction of an individualized and meaningful object devalues that which is special about it. Mom's homemade pie can only be sliced into so many pieces before the slices are too small to be fulfilling.
Now instead of a pie, take a band: The Avett Brothers. For years, they have been cultivating a musical sound unlike any of their contemporaries. By taking the driving pulse and rhythms of bluegrass and country, mixing those musical ideas with the contemplative nature of folk music, but reworking them all to align with modern indie rock sound, the Avett Brothers perfected a
new musical amalgamation of beauty in their albums from 2002-2008. Their tone has often been described as honest, reminiscent of Bob Dylan. And like Dylan, these North Carolina boys are the best kinds of poets: poets with musicality. They understand what themes and riffs and harmonies actually assist their words to resonate even more strongly with the listener.
But the pure forms of bluegrass, country, and folk music are not accessible to mainstream culture. These are acquired tastes, and the Top 40 radio station does not have the time or money to acclimate an audience to anything that's too different. So for six self-produced albums, The Avett Brothers have been accruing a dedicated following of adoring fans and have been content to sit outside the circle of pop culture (one might even venture to say The Avett Brothers used to linger only on the edge of the parallel and ever-growing circle of indie culture, where folk singers like Devendra Banhart, Bon Iver, and Sufjan Stevens take the limelight).
I and Love and You marks their hopeful breakthrough to indie-pop stardom. This new album has all the right parts for the success equation: A new thick, swelling polyphonic sound of drums, piano, and electric instruments + Big Label Producer + Handsome Musicians = #7 on Billboard Charts!
As a fan that is intensely familiar with their work pre-
I and Love and You, I am extremely skeptical of The Avett Brothers' new sound. The honesty of previous albums is drowned out by layers of pop staples encroaching upon their bluegrass roots. Where drums and piano were used to accentuate particular phrases or feelings in songs past, now they appear on almost every track. The intensity and variation of feeling is lost to a blanket of upbeat sound. Torment, weariness, quirks, mista
kes, adoration, family--all these concepts are sharply represented through a deft balance of music to lyrics on older albums. With the bare exception of a couple tracks, the songs contained on
I and Love and You use pop-typical instrumentation, which in its popularity and common, banal usage detracts from the uniqueness of lyrics and purpose. That which was original and grand about the Avett Brothers' music has now been reconstituted in order to be digestible to the masses.
Having already compared The Avett Brothers to Dylan, then
I and Love and You is their version of
Highway 61, maybe not nearly as drastically--nor is the former nearly as much as a touchstone as the latter--but in the same vein.
I and Love and You, like Dylan's masterpiece, has the potential to change the face of pop music. The little banjo and country themes that The Avett Brothers have carried over into their new pop sound is unheard of on pop radio. It's new to the public; it's exciting.
But, just like Dylan's followers in the 60's, fans are having trouble adjusting. The Avett Brothers have provided album upon album of emotional work untainted by popular demand to their band of devotees. Now as they project their particular brand of music through the device of pop sounds to a wider audience, much of their original simplicity, feelings, and individuality are lost in translation. That which might be taken as meaningful or striking on
I and Love and You pales in comparison to that which is heartrending on their 2007 self-produced album
Emotionalism.So is the case of The Avett Brothers just another disappointing story of a band selling out? Were they tired of backburner status? For anyone who has listened to their work, it is apparent that their talent alone deserves the most praise; they deserve to be high on the Billboard Charts with rave reviews from
Rolling Stone and other big publications. But did all the fame have to come only through the transition to pop music?
Maybe. I hesitate to point the finger at selling out. I like to believe that anyone with an emotional and artistic range like The Avett Brothers has greater motives than monetary ones. Granted, this foray into pop-rock is uncharted territory for them. Could they be testing the waters, seeing if this works? Or, more subversively, are they playing into the hands of the Big Producers in order to get back to their former style in albums to come? Who knows? What it all comes down to is that
I and Love and You is a transitional album. And like all all transitions, it's pretty awkward at first. Although, from an established fan's perspective, the change is fairly disappointing, it is important to consider that these creative explorations into pop sound may only help The Avett Brothers to streamline their sound in the future. Like Edison, The Avett Brothers have not failed with
I and Love and You, they may have just found a way that doesn't quite work.