NYC's BODEGA release acclaimed new album "Our Brand Could Be Yr Life"
Selected praise for "Our Brand Could Be Yr Life":
"Vital reworkings, which take in some of their most varied sounds to date... BODEGA's collective finger remains on the pulse." **** DIY
“Listening to Our Brand Could Be Yr Life, I keep being drawn to that mystical sweet spot where accessibility and dissonance meet. Just a step to either side and you’ve missed it but get a bullseye and the results are sublime. BODEGA know that place well.” 8/10 The Line Of Best Fit
"A culturally conscious opus, equally dripping with classic 90s alt.US indie ambition. Well worth seeking out. A cracker." 8/10 Classic Rock
"NYC indie-rock trailblazers... endlessly inventive." DORK
“Melodic and infectious indie-rock with hooks galore.” Uncut
“Wit and indie-rock attack, melding the machine-tooled precision of early Strokes, the ragged tunefulness of Guided By Voices and the acid bite of The Van Pelt... consistently serves up gems.” Mojo
Today NYC's BODEGA release their critically acclaimed new album "Our Brand Could Be Yr Life", out now on Chrysalis Records.
BUY "OUR BRAND COULD BE YR LIFE" HERE
They also share the visualiser for the release day single, and an album highlight in "ATM", another slice of classic BODEGA and one that offers irresistible propulsive punk-funk. "ATM" arrives hot on the heels of "Cultural Consumer III", currently playlisted at BBC 6 Music, the fidgety pop sass of "Tarkovski", and February's more esoteric "City Is Taken", a slice of woozy art-rock that took aim at the gentrification of New York.
Ben Hozie, co-lead vocalist and guitarist for BODEGA had the following to say about their new album:
"I'm excited for people to hear this new kind of BODEGA record - we have gone a long way to distance ourselves from the talk-singing trad minimal post punk we were playing in 2018. Our lyrical emphasis on self critique and social satire remains but we've tried to deliver our ideas via a kind of music that leans more towards tunes, melodies, and breeze."
WATCH VISUALISER FOR "ATM" HERE
"Our Brand Could Be Yr Life" is a concept album about the current corporate mentality of underground/indie rock, where the band simultaneously desecrate and celebrate a certain indie rock canon, hoping to redeem its’ ‘fall from grace’ like foolish missionaries who inherited a stained formal tradition that needs to change in order to become meaningful again.
The album is available on digital, CD and a silver coloured vinyl paired with a 20 page lyric booklet. Rough Trade also have an exclusive run of lino prints, handmade and signed by the band's own Nikki Belfiglio.
ORDER "OUR BRAND COULD BE YR LIFE" HERE
The band have also announced a zoetrope picture disc, limited to just 750 copies and hand-numbered, available exclusively from Blood Records.
ORDER ZOETROPE PICTURE DISC HERE
In addition to a small number of May dates in the UK, including Wide Awake and Bearded Theory festivals, the band will perform further headline dates in the UK this October.
BODEGA – LIVE DATES
May 2024
25th – London, UK – Wide Awake Festival
26th – Walton-on-Trent, UK – Bearded Theory Festival
27th – Manchester, UK – New Century Hall
28th – Brighton, UK – Concorde 2
October 2024
15th – Nottingham, UK - Rescue Rooms
16th – Leeds, UK - Brudenell Social Club
17th – Glasgow, UK - Room 2
18th – Newcastle, UK - The Cluny
19th - Birmingham, UK - Future Days at The Crossing
21th – Cambridge, UK - Junction 2
22nd – Sheffield, UK - Crookes Social Club
23rd – Bristol, UK - The Lantern
24th – London, UK - EartH Hall
BODEGA
OUR BRAND COULD BE YR LIFE
OUT APRIL 12TH ON CHRYSALIS
1. Dedicated To The Dedicated
2. G.N.D. Deity
3. Bodega Bait
4. Tarkovski
5. Major Amberson
6. Stain Gaze
7. Webster Hall
8. ATM
9. Set The Controls For The Heart Of The Drum
10. Protean
11. Born Into By What Consumes
12. Cultural Consumer I
13. Cultural Consumer II
14. Cultural Consumer III
15. City Is Taken
More info:
Sometimes you have to move backwards to move forwards. Just ask punk cultural commentators BODEGA, whose new album sees them carve a new future from fuzz-soaked, consumerism-skewering shards of their past. “It’s something we’ve been wanting to do for years,” guitarist and vocalist Ben Hozie explains of Our Brand Could Be Yr Life – a collection of catchy indie-rock ruminations on the slow-creep of corporate-think into youth culture, first written eight years ago. Then known as BODEGA BAY, the Brooklyn group recorded those songs as a paradoxical double album. “It was super meticulous but aggressively lo-fi at the same time,” Hozie laughs, recalling thirty three tracks they “treated like a lush Brian Wilson epic but recorded through a scrappy MacBook mic.” Pretty much no one heard the ensuing self-released album outside of Bushwick, he insists. But for Hozie and vocalist Nikki Belfiglio – BODEGA’s other driving force – it retained a special place in their hearts, as more than just music. “It was a statement,” the guitarist beams. “Where the philosophy we loved and music we loved began to combine into one package,” Belfiglio adds.
Now, BODEGA – completed by lead guitarist Dan Ryan, bassist Adam See and drummer Adam Shumski – have reinterpreted Our Brand Could Be Yr Life for 2024. “We thought of it like a director remaking one of their old films, like when Hitchcock remade the Man Who Knew Too Much, or when Yasujirō Ozu re-did The Story of Floating Weeds,” says Hozie, who it’s never a surprise to hear talking about music through a cinematic lens. After all, this is a creative who, in addition to his work in BODEGA, moonlights as a celebrated indie filmmaker (PVT Chat, his 2020 drama about online sex work, won rave reviews). “When you're older and better at your craft, you can revisit the same material but do different things with it.”
The guitarist isn’t kidding. On this rebooted Our Brand, singalongs of old are brought blazing into modern day with heavily reworked arrangements that underline how much their musicianship has grown. ‘Tarkovski’, for example, now features a face-melting solo from Ryan, as part of an extended jam section the band are calling “the closest we've come to working our live improvisations into a record so far.” ‘Set The Controls For The Heart of the Drum’, meanwhile – previously a ninety-second burst of electricity – is now longer, more pounding and funnier than before, with an absurd mid-song skit that speaks to the group’s subtle comic streak. Throw in new songs, like opener ‘Dedicated to the Dedicated’ and the album’s explosive finale ‘City is Taken’ – a song lit up by Shumski’s thundering drum fills – and you’re left with a thrilling time capsule of who BODEGA were and who they’re soon to be. One that, by the way, was recorded using more than one MacBook microphone this time around. “I think it’s our best-sounding record to date,” says Hozie, who produced the album, with long-time collaborator Adam Sachs on engineering and mixing duties.
Everything and nothing has changed since Our Brand’s oldest songs were originally written. Sure, BODEGA may now be cult-adored indie rock truthsayers, lauded for their combination of caterwauling rhythms and literary lyrics about liberals hiding out in Barnes and Noble as protests rage on the streets outside. Yes, releases like 2018’s Endless Scroll and 2022’s Broken Equipment may have found them mentioned in the same breath as the likes of Parquet Courts, Wet Leg and Courtney Barnett. And, of course, their reputation as a scintillatingly energetic live act might have seen them elevate from sweaty basement venues to substantial-sized rooms, invariably sold out. But the brandification of the modern counterculture that Our Brand originally grappled with? That hasn’t budged, not one bit. In fact, if anything it’s become more entrenched, Hozie says.
“The theme is still a pressing one. The idea of the corporatisation of guitar music has only been exacerbated,” he sighs. “The big philosophical question that I end up asking myself is: has it always been this way? Was rock always superficial, but I was just too young and naive to understand? If you look back to 1957 rock music, it had this incredible surge of electricity to it. Chuck Berry really was an underrated poet. I'm not denigrating the original rock'n'roll at all, which I still love and cherish. But it was superficial by design. It was meant to be like a quick product that you could market to teenagers and then toss aside.”
That observation is typical of the intellectual curiosity bred in BODEGA’s music. The duo don’t always have an answer for the malaise – nor are they themselves exempt from the sharp knife they wield as critiquers of the world and its woes. “We made it our mission to challenge the hypocrisy of our scene and ourselves. The best critique is self-critique,” says Hozie, admitting that perhaps BODEGA’s backlash against the word “brand” in rock is itself a brand of sorts that they’re leveraging. On songs like the pummelling ‘ATM’ – whose imagery is echoed in the album’s provocative cover art, crafted by Belfiglio – ideas like this culminate into an important point about how transactional we’ve become as a music scene and a species. “There’s this term called “standing reserve,” which is where you treat something as a means to an end. A field is no longer just a field that we appreciate the beauty of. It becomes about the resources we can extract from it. We use the ATM as a playful metaphor for this. Think of every single person you know – your parents, your lovers, even your best friends. We’ve been trained to think, ‘what do I get out of my relationship with them?’ Social media gets you to think of your whole life as standing reserve. It’s a terrible way to live our lives,” he laments, with a dark chuckle.
Elsewhere on the record is the lighters-in-the-air anthem ‘Major Amberson’ and the driving ‘G.N.D’ – a song that, from its title (kink slang for “girl next door”) to its eye-opening lyrics from the perspective of a fictional sex worker, further explores Belfiglio’s fascination with the intersection between sex and technology. All that before a recurring character familiar to BODEGA fans steps into the view for a trio of tracks as the album nears its denouement. “The Cultural Consumer is a guy I've noticed around Brooklyn a lot,” Hozie explains of the middle class bohemian figure from whose perspective he frequently writes lyrics. By ‘Cultural Consumer III’, he’s in a car en route to the airport, about to embark on a wellness retreat in Taiwan. But none of that masks the creeping emptiness at his core – this feeling of “having envisioned this exciting, adventurous life for himself where he thought he would inflict change upon the world. Instead, he’s just buying shit.”
Our Brand Could Be Yr Life is a safari tour of indie-rock subgenres for a reason. “It’s got dance-punk. There's some shoegaze on there. There's slacker rock on there. There's psychedelic rock on there. R.E.M, too. We wanted to be another band in a long stream of missionaries, proselytising a certain type of rock subculture,” Hozie says. “'We simultaneously mock and celebrate the rock cannon, hoping to redeem its fall from grace, like foolish missionaries who inherited a stained formal tradition that needs to change in order to become meaningful again.”
Which is sort of where the album title comes in. In 2001, the author Michael Azzarad released Our Band Could Be Your Life – a seminal book that chronicled (and for a young Hozie, instantly mythologised) that same subculture, in all its punk spirit and DIY freedom. 22 years later, riffing on that tome’s name, Hozie and Belfiglio are about to release an album that, for a second time, asks: “what happened? And is there a way out?” For BODEGA, heading down the garden path towards an answer meant first retracing their steps. Sometimes you have to move backwards to move forwards, after all.
Our Brand Could Be Yr Life is the euphorically poppy proof.
BODEGA are:
Ben Hozie - guitars, vocals
Nikki Belfiglio - keys, percussion, vocals
Dan Ryan - guitars
Adam See - bass
Adam Shumski - drums
