Monday, March 28, 2011

Andrew McMahon: Millennial Troubadour


At the age of 28, Andrew McMahon has attained more success than most musicians twice his age, and faced adversity that many people won’t experience in their lifetimes. For the past 11 years, McMahon has shared his highs, lows, and lessons learned with listeners of his bands Something Corporate and Jack’s Mannequin. His songs have documented high-school melodrama, first love found and lost, and even his battle with cancer, all while comforting the disquieted Millennial generation with the reminder that, to quote Something Corporate’s “The Astronaut,” “you are not alone.” And just as that audience has grown from wide-eyed teenagers to weary young adults, so have the singer and his sound. Andrew McMahon’s evolution from the energetic teenaged front man of Something Corporate to the soft-spoken troubadour of Jack’s Mannequin is a perfect parallel for what it feels like to grow up.

By the time Andrew McMahon had graduated high school, Something Corporate already had a record deal. The band’s breakout song was “If U C Jordan,” a biting retaliatory song dedicated to “a little red-headed bitch” that bullied McMahon in high school. Something Corporate quickly became a SoCal rock sensation, winning over frequenters of clothing stores like Hollister with songs about kissing drunk girls and waking up in cars.

Leaving Through The Window, the band’s major label debut, was released in 2002, when the average 16 year old fought to maintain a sense of carefree youthfulness in the new post-9/11 world. Something Corporate’s poppy piano rock and lyrics provided a balance of angst and abandon that spoke to teens that had watched tragedy unfold and been expected to return to mindless lunchroom banter. McMahon’s lyrics illustrated his generation’s struggle to reconcile dreams with reality, and the ways in which young people sought respite from the 6 o’clock news. In “The Astronaut,” McMahon sings, “Calling out to the astronaut/I need some of what you’ve got/I need to be high.” The lamentation of innocence lost is a strong theme throughout the album: “Good News” proclaims, “I want to read good news, good news/I want to be a little kid again” and “Straw Dog” eloquently explains, “The closer I get to feeling, the further that I’m feeling from alright.” McMahon’s songwriting talent lay in being able to find the words to describe the agony of adolescence.

Of course, like any American teenager, McMahon also spent a good amount of time looking for and writing about a love he wouldn’t understand until he was older. “Hurricane” likens the thrill of new young love to an unstoppable weather pattern, with McMahon crooning, “You don’t do it on purpose, but you make me shake.” On “Punk Rock Princess,” the singer promises the object of his affection, “If you could be my punk rock princess/I would be your garage band king.” The song offered a romanticized alternative to the jock and cheerleader prom royalty positions and became an anthem for anyone who didn’t feel like part of the popular crowd.

Something Corporate released North, their second full-length album, in late 2003. The songs illustrated McMahon’s growing pains, both as a young man and as a songwriter. The lyrics were darker and the sound more rock-driven, as opposed to the piano-pop party of Leaving Through The Window. Songwriting duties were shared with guitarist Josh Partington, and his influence can be heard on the album’s grittier songs. McMahon’s style is preserved, with an added dash of angst, in songs like the single “Space” and the lighthearted rocker “21 and Invincible,” where he declares, “Woah, we’re 21 and invincible/Woah, can’t wait to screw this up.”

Overall, North felt like too much of a concerted effort to be as lyrically successful as its predecessor. However, the fact that it falls short is important to Andrew McMahon’s story as a songwriter. What young adult out there hasn’t second-guessed his chosen path, or stumbled in the pursuit of achievement? McMahon explains, in an interview with the Riverfront Times, “We [Something Corporate] were never pretentious; we were never trying to be something we weren't. We played songs that made us feel good, wrote songs that spoke to what we were going through at the time.” McMahon’s lyrics held a mirror to his generation, showcasing the insecurity that inevitably comes with independence.

In 2005, the singer shifted focus to his side project, Jack’s Mannequin. The singer was now the sole songwriter, and his success in Something Corporate allowed him a built-in fan base. However, McMahon didn’t take the opportunity to be lazy or self-indulgent. Instead, his songwriting matured and his sound returned to the breezy Cali-rock that audiences fell in love with.

McMahon has called Everything In Transit, the 2005 debut album from Jack’s Mannequin, the quintessential California breakup record. The album, written during the singer’s own breakups from his first love and band, conveys the highs and lows of rediscovering one’s independence after a long relationship. Upbeat tunes like “I’m Ready” and “Miss Delaney” are breaths of fresh air after the stagnant sound of North. “Dark Blue” and “Rescued” are decidedly more melancholy; the latter’s lyrics showcase McMahon’s deep understanding of heartbreak: “Two to none/Roads that lead away from this/I’m following myself just this once.” McMahon’s heartbreak and rebirth translated into a deeply personal yet beautifully universal album.

The day Jack’s Mannequin wrapped production on Everything in Transit, McMahon was diagnosed with acute lymphoblastic leukemia. He documented his battle on video and on paper, resulting in the 2009 film and EP Dear Jack. The songs transcend McMahon’s personal battle and become anthems for fighting for the right to live fully.

In late 2008, Jack’s Mannequin released its second LP, The Glass Passenger. McMahon’s new lease on life was evident on “The Resolution” and “Swim,” where he sings, “Swim for the music that saves you when you’re not so sure you’ll survive.” He also embraces a slower, more intentional tempo to allow his newfound wisdom to shine in the lyrics.

On “Hammers and Strings,” McMahon sings, “These hammers and strings have been following me around.” Indeed, the singer can’t escape his fate as a defining songwriter of the 21st century. With a new album due out in late 2011 and McMahon’s worldview widening, fans can expect continued greatness from the pop rocker turned generation’s raconteur.

Thursday, May 13, 2010

THE POWER OF PIGGYBACKING

Associating your act with a more well-known brand is becoming the hottest and fastest way to gain exposure in an industry that values more of the same. In the music world, this method of piggybacking is most easily done by performing a cover or a parody of a famous song. Chicago-based band The Fold increased their visibility exponentially with their Miley Cyrus parody "Every Band In the USA." So much so, in fact, that the band's low-budget music video for the song garnered over 100,000 views on YouTube in three days. In a day and age when your YouTube views are more valuable than your singles sold, The Fold has perfectly exploited how make a name for yourself with the help of a more famous name.



In my last post, I suggested that Allura should start a feud with Miley Cyrus. Would they be better off doing a metal cover of one of her songs instead?

What songs would YOU like to hear a metal version of?

Tuesday, April 27, 2010

WHY PEREZ HILTON WANTS YOU TO HATE HIM



Celebrity gossip blogger Perez Hilton has made a lot of enemies in his career, by readers and celebrities alike. So why is he more popular than ever?

The success of a blog is quantified by views and comments. For every reader that posts "I hate you, Perez!" on his site, Hilton earns another dollar from on-site advertisers. (Okay, so that's not an exact formula, but you see where I'm going with this...)

Celebrity enemies are even more valuable. Was the timing of Will.I.Am's "physical attack" on Perez coinciding with the successful release of Black Eyed Peas' latest album really just that, coincidence? Hilton openly admits that he had criticized Will.I.Am to his face on the night of the attack. Could it have been a publicity stunt? Either way, it worked.

Of course, the fame game works both ways: Celebrities recognize the value of Perez's approval, and seek it out regularly. After a public feud on Twitter, Courtney Love and Perez made up just in time for her to headline his SXSW show and announce the return of her band Hole. Hilton and Lady Gaga have the most notably symbiotic relationship, with Hilton introducing many listeners to Gaga in late 08/early 09, before she found commercial radio success. Now-- well, just count her number one singles.

Is this something as a blogger, or as a marketer, that is worth trying? Is there an ethical dilemma in creating hostility for the sake of personal gain? Or can we all recognize that it's all in good fun? I'm thinking of having Allura start a feud with a big-name celebrity to garner some attention. My personal pick? Miley Cyrus.

As Perez Hilton would say, "What do U think?"

Wednesday, April 21, 2010

4 CHORDS TO TOP 40

Attention musicians: Frustrated that your band can't crack into commercial radio? Maybe you just need to change your chord progression. In this video, Australian comedy group Axis of Awesome shows how often the same four chords have topped Top 40 radio in the past 30 years.




In all seriousness, though... What does this mean for innovative independent artists? I'm sure there's some sort of connection between those four chords and what the human brain likes to hear. But have 
commercial radio stations taken it too far? Are we too reliant on a formula for success?


Personally, I get sick of saying the same song being sung by different artists on the radio. But apparently radio stations would rather "cater" to the "mass market" than tailor themselves to niche markets. I'm sure advertisers play no small part in this decision. But are we missing out on millions of niche listeners?


I'm not satisfied to stick with the safe route. I'm sure Allura would agree with me: Their sound isn't 
exactly what radio stations are clamoring for.


What about you? What are your thoughts on mainstream radio and this amusing yet alarming trend?

Sunday, April 18, 2010

The Picture Says It All


Take a minute to really think about this picture. What if someone walked up to you on the street and yelled "SUNDAY, SUNDAY, SUNDAY!!" or "Starbucks Via is better than other instant coffee"? What would you say? It doesn't exactly invite a conversation, does it? 

The core concept behind advertising is the one-way interruption. It's exactly what it sounds like: you're watching your favorite TV show, or listening to the radio, or surfing the web. Suddenly, your entertainment is rudely interrupted by commercials or advertisements. These interruptions often don't address most consumers' concerns about the product, and they certainly don't invite customers to ask questions. Frustrating, isn't it?

What's even more frustrating is that advertising is finding new, more intrusive ways to interrupt us. How many people have gotten an event invitation or message on Facebook hocking the hottest party of the year or the newest singer-songwriter on the scene? An e-mail server glitch at my school this year allowed students to advertise whatever they wanted to the entire school with the click of a button. The situation very nearly almost came to blows, as students expressed their infuriation with the inundation of interruptions. 

Advertising doesn't work. 

It's time to find a new way to market ourselves and our products that invites conversation from our consumers. We must connect and convince, not command. Is it more work than simply advertising? Of course. But it's also more effective.

So here's what I'd like to ask of you: think about a time when you were truly moved or compelled to buy a product. What was the product? What was your motivation to buy the product? And most importantly, how was the product presented to you that made you want to buy it? The more you address and then demand exactly what you want from marketing, the more we as marketers can tailor campaigns to reflect the you as the consumers. So let me know your thoughts on the subject!