Lo Moon is no longer a major label

Unwanted mystery reigned around Lo Moon when the Los Angeles band debuted. A lot of touring in 2016 and 2017, on the eve of their first album, released in early 2018, the band during this time released only one song – “Loveless”, which owes more than its name to the cult album of drone rockers My Bloody Valentine – and made its available exclusively on DSP. Much later a the video appeared on YouTube. Otherwise, if you wanted to buy Lo Moon music, you wanted to buy 10-inch vinyl at their shopping table.

However, the band performed the full album on their performances, so why is the material frozen? It turned out that this was not a marketing move designed to create an atmosphere of secrecy around Lo Moon songs, but rather an unpleasant situation as a result of which the record label and his newly signed rock band broke up.

“The label’s idea was probably that ‘Loveless’ would be released, nothing would be said about it, and it would do its thing,” said Lo Moon pedigree guitarist Sam Stewart, a descendant of Dave Stewart of Eurythmics and Shiobhan of Eurythmics. Bananarama. Feihi. “But the reality comes when people come to the show, and the mystery ends as soon as they see it, and you have nothing to give them.”

“We played 70 shows between‘ Loveless ’and the next single,” says band frontman Matt Lowell, who wrote the fateful “Loveless” and used it as a calling card to contact Stewart and bassist / keyboardist Chrysanthemum Baker when he moved to Los Angeles from New York. Columbia Records captured the then trio, and now four with the addition of drummer Sterling Lowe, and decided not to allow music from a growing audience of the group. Two years later, the label abandoned Lo Moon when finishing his second album “A Modern Life”.

The recording of “A Modern Life” began at the famous Village Studio in Los Angeles. Luo Moon then moved to his producer’s house, Yves Rothman’s house, where they turned his dining room into a studio. The last sessions took place in the Hall of Justice in Seattle, where the band recorded their debut, again enlisting the help of Chris Walla (who produced “Lo Moon” with Francois Thetas). Three of his bandmates were involved in the process of writing Lowell’s songs.

The dreamy atmosphere and pop-rock sensibility of “Lo Moon,” mostly written by Lowell, has drawn comparisons to such classic bands as Talk Talk, Cocteau Twins, and Roxy Music. On “A Modern Love” the band amplifies the energy, the natural development of live performances of Lo Moon, which turned the sluggish sounds of the first album and turned them into guitar rockers. The comparisons, in turn, switched to Coldplay and Radiohead.

With themed hope, the songs on “A Modern Life” sound as if they were written during a pandemic – in particular, the joyous and sad “Dream Never Dies”, the insane “Expectations” and the sticky “Carried Away” – but none of them were. Rather, the band was able to reclaim the album they made while on the Columbia list, and replaced only two tracks in the final product.

“We had a few people in Colombia who understood us,” Lowell says. “But we don’t need a label to decide what kind of band we are. We are an album band. The release of this album was very different. We release singles. We know when they will come out. We do photo shoots and videos ourselves. ”

Stewart adds: “We literally do everything ourselves and get a lot more fun.”

Two lend to Thirty Tigers, David Macias ’music company in Nashville, which allows signed deeds to retain ownership of their owners and offers other lucrative terms to independent performers for providing invaluable marketing and dissemination tools. By releasing “A Modern Life” on their own Strnger Recordings Lo Moon, their approach is to organically evolve word of mouth that all parties understand takes time. And they have it good.

We found that the media and some radios went into orbit on this album – now that we are “really indie” – that didn’t go after us. [before] with a 10-foot pole, ”Lovell says with a laugh.

Stewart adds: “Looking back, it seems that people were almost allergic to the idea of ​​our band on a major label, especially when no one knew who we were. For the first time in history, [outlets] like BBC Radio 6 pay attention to us. There were a lot of stations on board, but now there are many more on board. “

Lowell manages social networks Lo Moon, contacting fans directly, and in connection with the Lo Moon pandemic has created a reliable mailing list for their newsletter called “Raincoat Chronicles”, which they launched in February 2021 on Substack. The newsletter included an offer of cover versions of songs (can be viewed here), interviews with creatives, and reviews of books, podcasts, and gear. Now they use the newsletter to inform fans about everything related to “Modern Life”.

“We never fit into many‘ cool kids ’bands, so we didn’t feel part of the stage or the community,” Stewart says. “We’ve found that there are a lot of people on the Internet doing the same things we do, and it’s interesting to explore that.”

“We don’t want to be mysterious,” Lowell says. “We want to create this community.”

Lo Moon is no longer a major label

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