I often reference memory and nostalgia in my writing. It might be a function of getting older. On one hand, it’s natural to process new art through the lens of one’s prior experiences and knowledge. On the other, having consumed media for over four decades of life, I wish I could turn off that information in hopes of engaging something afresh.
But that would be impossible.
Not only is there nothing new under the sun, but I also believe that critics and fans alike should use their sense memories as part of their critical faculties when reading a novel or listening to music. It’s why I’ve become less dogmatic in my opinions and more open to subjective interpretations. But it’s also why I’ve become more leery of artists who use nostalgia as a crutch. They weaken their own art by pandering, while also revealing a low opinion of their audience in the process.
Thus, in the spirit of my content marketing day job writing long-tail SEO articles, I present to you six ways any creator can showcase their love of a specific trend or genre without appealing to the lowest common denominator. My guiding example for this piece is Universal Hurt, the sublime and stupendous new album by Frankie & His Fingers on Subfamily Records.
#1 Honor the Classics
From the get-to, this album delivers in huge ways. Fans of vintage power-pop, bar rock, and emo will fall in love over and over again. It’s totally Separation Sunday from The Hold Steady. It could be Beach Slang covering The Boss. Maybe it’s White Reaper paying homage to Uncle Tupelo. I also hear Into It. Over It. showing their respects for Gin Blossoms.
However, a worthy nostalgia play shouldn’t be cute and winking. Bands who want to tread a well-worn sonic path should start by identifying who you want to reference, and then be intentional and transparent about it. Be upfront with the artists you love, and then find creative ways show off exactly why you love them.
#2 Don’t Go for Cheap Thrills
Nevertheless, your songs must stand on their own. Yes, you’re taking sonic cues from your forebears, but you’re not playing in a weekend cover band with your bros to relive the glory years. Just like Frankie & His Fingers, you can be a total throwback while also putting your own stamp on the music.
For example, on the opening track, “Celebrate!,” Frankie & His Fingers whips you into a frenzy with crunchy tube-fueled guitar riffs, thick bass tone, and ripping piano work. But instead of cranking up the good times for each subsequent song, they immediately get introspective with “Gene Kelly & the Truck My Dad Built,” complete with more whimsical arrangement and chord progressions.
#3 Respect Your Audience
This tip applies to both legacy acts making another entry into their catalog and brand-new acts drenched in the history of their favorite genre. You need to honor the people listening to the music. Treat them like intelligent listeners. Recognize that they’ve listened to music a few times in their lives and write songs reflecting that insight.
To be clear, you should NOT make the exact album you think people want – because that way lies madness and the aforementioned pandering. Instead, write songs that are honest and free of schmaltz, and stop worrying about scoring scene points with gatekeepers. To whit, our band-as-case study wrote rollicking tunes like “Sad to Let You Down Like This” and “To Die Would Be a Great Adventure” that connected with my ears and made me bounce with glee.
#4 Invert the Formulas
Patterns are helpful for a reason. They act like a map or a guide in uncertain times, and they are especially useful when you’re just getting started on your journey. Young creators should start off borrowing from their forebears, as it’s how you learn and get better at your craft.
But when it’s time to make music on your own terms, no one wants to hear you playing by the rules. Musical “paint by number” should be reviled, whether it’s an established group or a new one. You should take every possible opportunity to stretch your abilities and break free from your roots.
Think of your preferred genre as a wide-open prairie instead of a tiny box. Roam wild, explore out new ideas, and see if they can graft onto your style. Look for chances to do something different that still reflects who you are as an artist.
The fourth track on Universal Hurt is my favorite for this exact reason. “The Greatest Hometown Song Ever Written” knowingly trucks in memories of yesteryear, while being actively anti-nostalgia. It points out where clichés should go, and then rejects them out of hand – all while staying true to the classic “I went back to my childhood home” trope. In an album that made me giddily grin with each spin, this song stood out the most.
#5 Be Talented
You don’t have to be a prodigy, a savant, or a virtuoso to make good music. You just have to be willing to put in the reps to improve your skills. Artists aren’t magicians. No one is preternaturally gifted. Stop waiting for your “muse.” Even the most proficient musicians will tell you to practice so that you first increase your abilities and then hone them as sharply as possible.
Why? Because it will make the difference between rehashing old ideas and creating memorable music that actually attracts an audience. Take “Cake Heart” for instance. As the ninth track on the album, you can feel things both winding down and then ramping up for a big finish. While the quartet feels loose and free – especially in the meandering lead guitar licks and gritty organ swells – they are totally locked in as a musical unit.
How does this happen? Because Frankie & His Fingers have spent so much time together that the individual musicians can vamp with such abandon while still sinking back into the groove when it’s time. When you’ve put considerable time into improving your craft, you will create art that will build an audience.
#6 Keep Them Hooked
If you’ve taken the previous five tips into consideration, you have kept your listeners’ attention. They are sitting in the palm of your hand. By rejecting the easy ideas, you have encouraged people to expand their musical horizons even as they think they’re comfortably inside their typical fare.
That is the sign of an excellent band: you fulfill their base needs while also pushing them to explore new ideas they might not have considered previously. And since they still want more, it’s time to give them something really meaty and engaging.
Dear reader, Frankie & His Fingers absolutely delivers on that sentiment with “There’s a Dragon in That Cave.” Blatantly eschewing the traditional conventions of emo and indie rock, the track pushes the group’s penchant for power-pop fully into the realm of ‘70s arena rock. Think Big Star rocking out with ELO and Journey. This nine-minute tune features shimmering synths, kinetic guitar leads, futuristic lyrics, and expansive compositional tricks. Yet, pop arrangements provide a sturdy anchor for the wide-ranging ideas on display.
My mouth hung agape when it all swirled to an end, as I hung on every note. I instantly thought: “I really hope the band goes in that direction with their next album.” THAT is the reaction you should aim to create in anyone who hears your music.
Nostalgia Should Be a Force for Good
As I mentioned in the opening, you can’t separate people from their memories when it comes to appreciating art. In fact, you shouldn’t try. Their personal collection of past sensations, thoughts, and experiences have made them into the fans they are today.
This is the true joy of Universal Hurt. Throughout the album, Frankie & His Fingers openly mock other outfits who prefer to face backwards and rehash old concepts. They’ve crafted a paean to what’s gone on before, but it’s wholly twisted and morphed into a fresh creation that connects just enough to something familiar.
In a musical landscape pockmarked with soundalike bands aping old ideas with feeble results, this foursome has issued a masterclass in deconstructing tropes and then reassembling them with heart, purpose, and a substantial sense of humor.
Thus, I would contend that a truly talented musician should embrace nostalgia as a way to push listeners into the future. Take what they know, rework it, update it, shake it around, and give them a reason to follow you. Don’t join them in the past. You both deserve better than that.