
The Avalanches have not been relevant since the 90's but that doesn't seem to stop them from declaring their expertise on artistic credibility and the meaningfulness [or lack thereof] of product endorsements.
Lets rewind. Several months ago, artist Justin Vernon--aka, Bon Iver--was penned in an interview for The New York Times stating that the awards have no inherent value and that they essentially try to objectively determine that some music is better than other music without truly having a standard set of criteria.
Fast-forward to now. Bon Iver is being nominated for 4 Grammy Awards. That is the most for any artist thus far. That means more than Lady Gaga, Katy Perry or whoever else is the running--frankly, pretty ironic. No word yet on Justin's response to such acclaim as of yet.
But The Avalanches have taken issue with Justin's endorsement of Bushmill's Whiskey campiagn 'Since Way Back' which features other performers such as Chromeo and Fool's Gold [even Elijah Wood]. Bon Iver is also set to create custom art/music for the brand. Well, not everyone is happy.
On Twitter this morning, The Avalanches released their fury in a flurry of messages:
The Avalanches: "a musicians 'art is compromised if he/she desires a grammy. but endorsing a product with proven devastating health risks is ok? a product which kills 100k people/annually in the US alone..man, kids look up to you." #rememberwhenitwascoolNOTtosellout
Justin Vernon: "talk about 'desire.' do you drink whiskey?"
The Avalanches: "actually vodka is more my thing, but this aint no rock n' roll pissing contest. i have seen alcohol destroy many families...including my own. and you are making money off this shit. dont try to justify it."
Justin Vernon: "i'm not. i was asking questions. fucks sake. glad i get to play guitar tonight. literally not upset at you or anything. was kinda into a talk."
The Avalanches: "same here"
Guess we'll have to wait to see what else is said in the war over whiskey...
DOWNLOAD:
Bon Iver - Beth-Rest (Riverside Theater 7.23.2011)
Bon Iver - Skinny Love (Riverside Theater 7.23.2011)
Bon Iver - The Wolves (Act l & ll) (Riverside Theater 7.23.2011)
Well..its on! Lets see what develops.