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Not So Modest Mouse

Posted by March 26th, 2004 No Comments »

Not So Modest Mouse
By Carlo Lynch

Why was Modest Mouse’s Good News For People Who Love Bad News shelved for half a year? Two theories: either Epic sent the album into hibernation for six months knowing Modest Mouse had created a summertime hit, or Isaac Brock and the Mouse crew were sent back into the studio to make this album a summertime hit. Either way, Epic has Good News greased up with Coppertone and ready to go for an April 6th release. Indie kids, prepare to share your favorite band.

Not So Modest Mouse
By Carlo Lynch

Why was Modest Mouse’s Good News For People Who Love Bad News shelved for half a year? Two theories: either Epic sent the album into hibernation for six months knowing Modest Mouse had created a summertime hit, or Isaac Brock and the Mouse crew were sent back into the studio to make this album a summertime hit. Either way, Epic has Good News greased up with Coppertone and ready to go for an April 6th release. Indie kids, prepare to share your favorite band.

Don’t wanna? Too bad – get used to it. The Shins, Death Cab For Cutie, and Modest Mouse have all appeared on NBC. Companies like Apple and Nissan are using Independent music (term loosely applied) in advertisements. American Eagle has the Postal Service and “The View”, off of Good News, on their in-store play-lists.

Why? Well, because the best pop songs are being written by Indie bands, and corporate music labels and advertisers are wising up to this fact.

Modest Mouse have a new album, an official bootleg, a re-release of the masterpiece Moon & Antarctica, and posters and buttons for sale. How is Modest Mouse going to move all of this merchandise? It won’t be the groupies behind the merch-table at the show. Try MTV — you’ll be seeing Modest Mouse’s “Float On” video soon (you can watch it now at www.modestmousebootlegs.com). No shit.

Like I was saying, Epic is already slipping Modest Mouse into our cranial consumer catalogue by playing “The View” at American Eagle. As you read this, teenagers are already becoming familiarized with the new album, as the music soundtracks their latest tiny-panty or lame-slogan T-shirt excursion. When “The View” hits MTV, an inevitability, these teenagers will be sitting in front of the tube wearing their cotton skimps. They will like the familiar song they hear, and will swoon with delight as Isaac shouts “we’ve got the land but they’ve got the view!” Mmmmm….. mmmm….. misplaced angst. Hoo hoo, underhanded corporate agenda—instructive constructed immediacy that will have them lining up at the local big box, shelling out fifteen bucks for the album.

But is it any good?

Stay tuned. "Float On" VideoGood News For People Who Love Bad News


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