To the delight of Boomers everywhere, folk-rock revivalists (ugh) Mumford & Sons are having (have had? are poised to have? whatev) a breakout year: the September release of their second album Babel is currently the fastest selling album in the UK after debuting at #1 on both the Billboard Top 200 and the UK Top Album Chart.
But if you aren’t a member of the NPR-listening, latte-swilling, bleeding-heart, Obama-worshipping, nearing-retirement-with-a-healthy-401K set and are a music fan then the chart success of Mumford et al is the latest iteration of a somewhat beguiling trend. That is, the revival of a vaguely folky heart-on-your-sleeve Americana-esque (whatever the fuck that means) aesthetic raising the inevitable question: did they just get classic rock radio in London?
To anyone forced to spend a morbid Saturday afternoon in an American department store Mumford’s (feel free to sub-in Edwarde Sharpe or the Lumineers or whoever pisses you off the most) slickly produced, irritatingly sincere brand of “rawk” recalls memories of Jackson Browne and the Eagles pushed through paper speakers in Mervyn’s fitting room. And while “Jack and Diane” may sound like the Hallelujah chorus to a 7-year-old kid who has never heard pop music before the fact is that when you hear it more than once it starts to sound exactly like what it is: some paint-by-numbers bullshit.
That’s not to denigrate pop music (I fuckin’ love pop music) it’s just that if you’re going to write rote pop songs, have some fun doing it, and don’t act like you invented the fuckin’ wheel. Ultimately, the authenticity of the newest set of dad-rockers is belied by the perfectly manicured image, undoubtedly invented by a New York PR group with a million-dollar contract. Unfortunately thanks to Rolling Stone, the Grammys, and other organizations as sclerotic as a Baby Boomer’s arteries we’ll have to endure this generation of dad-rockers for decades to come.