Tuesday, October 30, 2018

Know Your Enemy

"Greta Van Fleet sound like they did weed exactly once, called the cops, and tried to record a Led Zeppelin album before they arrested themselves. The poor kids from Frankenmuth, Michigan don't even realize they're more of an algorithmic fever dream than an actual rock band. While they're selling out shows all over the world, somewhere in a boardroom, a half-dozen people are figuring out just how, exactly, Jimmy Page and Robert Plant are supposed to fit into the SUV with the rest of the Greta Van Fleet boys on Carpool Karaoke."

Thus begins Jeremy D Larson's savage review of Greta Van Fleet's new LP Anthem Of The Peaceful Army.

The review is satisfyingly excoriating, but it ends with a grim commentary on the way that modern methods of music consumption, principally streaming, can shape listening habits and tastes by allowing you to retreat into a comfortable bubble: "as retro as Anthem Of the Peaceful Army may seem, in actuality, it is the future. It's proof of concept that in the streaming and algorithm economy, a band doesn't need to really capture the past, it just needs to come close enough so that a computer can assign it to its definite article. The more unique it sounds, the less chance it has to be placed alongside what you already love. So when the Greta Van Fleet of your favorite artist finally lands on your morning playlist, spark up a bowl of nostalgia and enjoy the self-satisfied buzz of recognizing something you already know. It's the cheapest high in music."

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