2008 was a strange year for music. The New Wave revivalists were on their way out, and many bands began to experiment. Among them were Pop Revival pioneers Vampire Weekend and The Last Shadow Puppets, the latter being a side project by Arctic Monkeys’ Alex Turner. But those were just one of many incipient movments that were touted as the next big thing. By December music critics were declaring 2008 a disappointment, but this is the year when Pop Revival truly began.
Vampire Weekend and The Last Shadow Puppets would never have been connected in the public consciousness of that time, the former aping Paul Simon and a few others, the latter seen more as a goof loosely attached to the more “important” work of Arctic Monkeys. But both were critically acclaimed, and anticipated the flood of new bands that began that year.
Vivian Girls, like Vampire Weekend, were from New York City, but while Vampire Weekend were Manhattan beaus, the Vivans were from Williamsburg, an ultra-hip Brooklyn neighbourhood that rose to national prominence during the screenwriters’ strike of 2007-08. When the TVs went off, Williamsburg provided America’s entertainment, and it is perhaps because of that national exposure that the Vivian Girls set the standard for what Pop Revival should sound like. As for the girls themselves, we’ll get back to them later.
If the Vivian Girls were Pop Revival’s answer to Joy Division, The Like was A Certain Ratio. They had originally been new wavers from the mid-2000s, but they are infamous today for their tour opening for Arctic Monkeys in 2009. The Like weren’t booed because of their music. Elizabeth Berg always opened one of her songs with “Do you ever find yourself in a room and think to yourself, ‘I’ve dated all of you!?'” They were still hampered by the noughties mentality that the people watching were trying to put behind them. What’s more, they were the children of music industry royalty, signed to a record label with shitty post-grunge bands, representing everything Arctic Monkeys weren’t. They had the right sound but the wrong idea.
Though it now had a sound, the term “Pop Revival” still hadn’t been coined. That would arrive with a new decade, one that would see the genre and all its attachments explode in popularity. It was also a decade when popular music’s newest challenge would actually be a very old problem.