Mumford & Sons’s Ballsy Career Move

One way bands explode on the music scene and sell millions of records is to spearhead an entire genre at the right time. Take Mumford & Sons–they’ve made countryside rocking bluegrass hot, and themselves a big pile of money.

Then the bandwagon gets heavy, slow, and plodding. The idyllic countryside becomes a chic marketing strategy (looking at you, Lumineers) and the music becomes a little less pure, a little more annoying–almost insulting. If not careful, the spearhead becomes dead weight.

So how do you stop from becoming a punchline? If you’re Mumford & Sons, you plunge the spearhead deep into the shriveling heart of the genre itself. You parody yourselves and every quality people will eventually hate you for–the down-home posture; the banjo shredding; the brotherly harmonies; the emotional orgasm of every song. And you do it with a music video featuring some of the most likable actors of your target demographic.

You might think this would be band suicide. And I guess that’s possible. But a preemptive strike such as this forces you to take a side. It places a decision at your feet–whether you will remain a fan of the music (and the band) for what is, not just when it is. It’s a decision that Mumford & Sons knows damn well you’d make anyway, eventually. Only now, it’s on their terms. They just took control of their own fate.

My decision is made. Long live Mumford.

One thought on “Mumford & Sons’s Ballsy Career Move

  1. Tom

    THis is freaking genius. I was just starting to kind of fade them.. but this has me smiling again.

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