The Art of Longevity
Uniquely honest conversations with famous and renowned musicians. We talk about how these artists have navigated the mangle of the music industry to keep on making great music and winning new fans after decades of highs and lows. We dive into past, present and future and discuss business, fandom, creation and collaboration. What defines success in today's music business? From the artist's point of view.
The Guardian: “Making a hit record is tough, but maintaining success is another skill entirely. Music industry executive Keith Jopling explores how bands have kept the creative flame alive in this incisive series”.
The Art of Longevity
The Art of Longevity Season 11, Episode 6: Valerie June
Valerie June’s journey to what we might call ‘cult stardom’ hasn’t been easy.
“I was cleaning houses while playing bars & clubs at night. And I had a vision that I would not make it - my music wouldn't reach its audience through regular means - it would reach its audience through musicians. My friends would help me. I’m a musician’s musician”.
Working through a talented community of musicians that has included Booker T Jones, Brandi Carlile and none other than Mavis Staples, eventually brought Valerie June together with her own audience. For her new project, June works with Blind Boys of Alabama, Norah Jones, DJ Cavem Moetavation and M Ward, supremo guitarist and producer of new album Owls, Omens and Oracles.
I wanted to get her view of her own music, because the music business loves to put artists in lanes, boxes and pigeon holes. How on earth did an eclectic artist like June slip through the cracks? Her music has been described by others as an amalgam of soul, gospel, Appalachian folk, bluegrass, country, spiritual pop, African blues and my own favourite…cosmic rock. How does she describe her music in response to this assessment? With a joyful guffaw and an emphatic reaction:
“I’m a singer-songwriter. I follow the songs, whatever they want to be is what I do. I’m kinda like their servant. All those names related to the music - I used to get attached to those and now I don’t ”.
In Jeff Tweedy’s entertaining memoir World Within a Song, the author, singer songwriter and Wilco frontman says: “Taking something old and making it sound modern is nothing new”. And yet obsessing over your references, but melding them into something that is uniquely you is one of the key themes for artists of longevity. Both concepts are critical to June’s work.
“I do commune with the ancestors. I know I’m standing on the shoulders of many who came before me. I feel them beside me as I’m talking now. I’m not doing this by myself. I wanted to understand my people through music, and I got there through studying the blues”. Most songs come to me as voices. I’ll try this instrument and be like “no, not that one…like Goldilocks. I try many different instruments to connect that voice to what it wants. Then, I found a team of people to listen to and understand”.
If Valerie June really is the Goldilocks of songcraft, the results are indeed nourishing.
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