Shows

Here’s the way Bon Iver became a chart-topping artist, without selling out.

First, find your material.

Justin Vernon played with many different bands throughout his career, the most famous being DeYarmond Edison. After changing states to increase the bands revenue, Vernon broke up with a girlfriend and broke up with the band. Vernon immediately traveled back to Wisconsin, dragging this sorrow with him.

Second, create a persona.

A mysterious, bearded man who dwells in the flat, empty, and according to Vernon comfortably recognizable lands of northwestern Wisconsin. He’s journeyed with this face under the moniker of Bon Iver for the last four years. I don’t think the modern human world could understand the internal wirings of Vernon’s head that led him to this persona

Third, establish a unique sound.

Many others model their music after Vernon’s (James Blake, The Antlers, and James Vincent McMorrow, to name a few) but even more collaborate with him, hoping to get just a slice of his heavy ethereal sound. Those associates range from rap super-star Kanye West (With Vernon peppering his music on West’s album “My Beautiful Dark Twisted Fantasy”) to the Passion Pit- Bon Iver hybrid, St. Vincent.

Fourth, record record record.

After Vernon’s break up with DeYarmond Edison, he headed back to his family cabin in Wisconsin and worked. And wrote. And played. And recorded. The product of the concentrated musical effort was Blood Bank EP and For Emma, Forever Ago his first full-length album. After that, Vernon’s fame skyrocketed.

Fifth, write catchy choruses that deceive listeners.

Although this approach exists on both albums, it is especially pertinent on his self-titled album, “Bon Iver.” The phrase ‘deceive listeners’ simply refers to the fact that these choruses seem to linger around the verses and then come forward when least expected. Aside from his most famous song, ‘Skinny Love,’ Vernon features this in nearly every song. Re: Stacks (off “For Emma”) and Holocene (of “Bon Iver”) showcase this technique. With verses that flow into the choruses “on your back with your racks as the stacks are your load” and “at once I knew, I was not magnificent” (respectively) creating a tidal shape to his songs.

Sixth, produce an amazing debut album.

For Emma, Forever Ago. Enough said.

Seventh, produce an album that tops your amazing debut album.

“Bon Iver” did just that. Vernon hit his stride, filling in the gaps he missed on “For Emma.” With enough up-tempo to keep the album moving but enough down-tempo to keep a strong grasp on his roots, this sophomore album exceeded expectations.

Eighth, ride your fame to the top.

Vernon enjoys his indie fame, he’s approachable, but reclusive at the same time. He’s personal in his lyrics and presence but he still lives in the isolated Wisconsin flatlands. To contrast the morose weight of his songs, he recently stated in a Pitchfork interview, “Wow, this is amazing. I’m happy everyday.”

Enjoy the three songs here, the last being a cover of his most famous, Skinny Love.

Bon Iver – re: Stacks

Bon Iver – Holocene

Birdy – Skinny Love