The Shins, Modest Mouse, The Walkmen, Keane, The Vines, et cetera. What do these bands have in common aside from their indie roots? They all make up part of the backdrop to recent films and television series in pop culture. As a result of this exposure, they have proceeded to break through the commercial barrier to become household names.
"They'll change your life," says Natalie Portman's character in the hit movie "Garden State" of one such band, The Shins. In the last two months, The Shins have taken the country by storm and are now considered the newest "it" band.
The Shins formed in 1997 in Albuquerque, New Mexico as songwriter and guitarist James Mercer's side project. They have released two albums, "Oh Inverted World" in 2001 and "Chutes Too Narrow" in 2003.
Their first album, "Oh Inverted World," is a near perfect album, opening with "Caring Is Creepy," a really great, emotionally strong song. It is slightly psychedelic and is reminiscent of great late-'60s bands with twangy vocals, distorted chords, and a good bass line. The rest of "Oh Inverted World" continues in the same catchy, fun vein. It is a very cohesive album, one of those few records that can be listened to from beginning to end, without skipping a single song. "New Slang" and "Girl Inform Me" are two of the more popular and well known songs, the first as a result of the "Garden State" soundtrack.
The Shins would probably have remained just another obscure indie band were it not for Portman's endorsement. They are a good example of the growing trend of bands succeeding in the mainstream as a result of popular culture exposure through film or television.
The first television series to feature The Shins' music was the WB's "Gilmore Girls," which gave the band a considerable amount of momentum - perhaps enough to eventually grab the attention of an even bigger primetime fish, "The O.C."
This exposure represents an interesting new trend in music. Even relatively unknown indie rock bands are being exhibited on the most poppy of television shows. Some very pretentious indie rockers might say that these bands are selling out and cheapening their music. Yet if one assumes that the goal of a band is to get their music heard, these bands are simply taking advantage of a good opportunity to make a living out of what they love to do. The result is that they are cashing in - and risking the ire of their original die-hard fans that had discovered them prior to their appearances in the media.
So clearly the producers of these series and films have good taste. Or do they?
Why would the producers of a show like "The O.C." that probably has a similar fan base as Britney Spears, choose to showcase the music of unknown indie rock bands? It could be that indie bands are quite a bit cheaper to book than Britney Spears. Or maybe, the latest producers are of a new generation of younger people, who are more familiar with this sort of music. Regardless, producers have recognized, perhaps by trial and error, the potential to capitalize on the rise of indie music and are now one of the greatest contributors to this rise.
With increased exposure comes the risk of threatening the artistic process. If a band is forced to please producers and audiences of such high-profile hit television shows, they may unintentionally be gearing their music in that direction . A true indie band can overcome these pressures, though, as evidenced by the marked growth that took place between "Oh Inverted World" and The Shins' second album, "Chutes Too Narrow."
Though "Chutes" is different from their debut album, the band seems to have grown in the sense that the lyrics are clearer and easier to follow. It is a more serious album, more emotional, and less playful and fun. It also does not have any songs like "Know Your Onion" and "New Slang," the catchy, instantly enjoyable classics from their first release.
The lyrics in "Chutes Too Narrow" are much more profound than those of their debut album. In "Saint Simon," Mercer says between melodic la-la-las, "I'm trying hard not to pretend/Allow myself no mock defense/Step into the night." It is about being true to oneself, something the band seems to be very good at.
However, it's important to keep in mind that, while many of these bands are deemed the coolest new music ever by their bubble gum audiences, many are perhaps also the most overrated bands of the moment. The Shins, for instance, are talented and original, but so are a great many bands who will not ever be featured on hit shows or movies.
This new trend of indie rock mixing with mass media is sure to have an effect on the industry, one which is difficult to predict. The most serious will be the loss of tried-and-true fans in favor of teeny-bopper groupies, and - of course - accusations of selling out. Either way, independent rock is definitely in a state of flux.
Maybe Natalie Portman is right; maybe The Shins will change our lives. But it is difficult to say how.
