
Hopes were high for Summer Hymns on the eve of the release of the band’s fourth album, Backward Masks, in 2006. The quartet had already been exulted by Pitchfork Media, the premier indie rock tastemaker, for its previous albums, receiving 8.4 and 8.8 ratings out of 10.0.
“I was thinking, ‘Best New Music,’” says Lucas Jensen, the band’s publicist at the time, referring to the web site’s most prestigious seal of approval. “It could take them to a new level.”
But the fickle Pitchfork slammed the album with a 4.4. Despite acknowledging that the album echoed their acclaimed back catalogue, reviewer Jason Crock concluded, “This might be the most alarmingly tedious indie release of the year.”
The fallout was immediate. Jensen spoke to writers, all of whom mentioned the negative review and assumed the record was bad. When Gresham tried to tour, booking agents scorned him and audiences were tiny.
“I don’t necessarily blame Pitchfork for it. It’s more about people who like the record, and then read something on Pitchfork, and then decide they don’t like it. I think that’s more their fault than Pitchfork’s fault,” says Gresham.
But it’s everyone’s fault, really.
The music revolution that has left major labels liquidating and record stores crumbling has also sparked an overload of opinion. Music geeks have never been so able to smear their opinions across the Internet, and the exhilaration of hype has never been so fickle. But the breathlessness that comes with each discovered gem is tempered by the thud of abandonment, sometimes just months or weeks later, as the next buzz-worthy group emerges. The speed of decay is often outpaced by the viciousness of the response. Bands that are old news are ignored, or become punch lines. Careers are destroyed or created with a click. Backlash has become more than inevitable – it has become anticipated.