It's a good time now to write about Sub Pop, to talk about Sub Pop, to remember or discover Sub Pop. Started as a Fanzine in 1980 in Seattle, went through thick and thin, made history, was almost forgotten, and now it's back on one of the highest waves of Subterranean Pop! Take a quick look on the artists list of the label's website and you'll find at least 20 years of recent popular music history: Nirvana, The Rapture, The Vaselines, Beat Happening, The Jesus And Mary Chain, The Shins and the list goes on and on. With a peak in the 90's grunge years, Sub Pop was unfortunately not during all the time of it's existence on the wave of total success. Today it's what they call a "major" and even if this term started to get a quite doubtful call in the underground music scene, Sub Pop is a major music label releasing quality stuff! It's on everybody's lips more than ever and for once more, it's one of the trend-setters in indie from folk to punk  sound releases in 2010 well appreciated albums of artists like: Wolf Parade, Coco Rosie, the debut albums from Dum Dum Girls, Jaill or Male Bonding and a new one of the veterans from The Vaselines.

wolf paradeOne typical Sub Pop 2010 release is a album which a good friend of mine would call "music for boys". Wolf Parade "Expo 86" reflects clearly four indie/alternative guys gathering in a studio by creating a stereotype indie/alternative genre album: a little bit rough, a little bit jumpy, slightly romantic (not too much) and sometimes incredible repetitive. I'm deeply sorry to partly say "i've heard it all before", and this doesn't mean that a good album has to be 100% original. Influences are everywhere and it's a sign of intelligence to know how to use them to create something new. Released in 2002 it would have sounded the same. Fortunately in the structure of the album, the first track  "Cloud Shadow On The Mountain" is one of the few really interesting ones, charged with a strong energy and a catchy refrain, having something of a ancient barbaric chant. The vocals are yelled and reverberated, especially expressive on this track, reminding slightly of the Australians from Midnight Juggernauts. "Palm Road" got me thinking strongly of the sound of Wolf Parade's co-nationals, The Arcade Fire: a continuous guitar/synth hum, supported by a broken beat, creating a growing tension which leads to a certain apogee at a point.
"In the Direction Of The Moon" breaks a little the galloping rhythm of the album, and delivers a quite loose but harmonic and partly pleasant atmosphere. Starting with a deep bass synth and unveiling the clear influence of Gary Numan, this track evolves beautifully with well dosed instrumental parts and smart vocal interventions; could this guy be another grandson of Major Tom in Space Oddity? And here's one of the last tracks I'd stop and listen on this album: "Oh You, Old Thing" is a mixture between Tubeway Army, David Bowie, Brian Eno's early years and unexplainable, INXS. The heavy used reverberation effect on the voice sounds more than ever like Bowie, because of the fragmented vocal lines and the interpretation. The album closes in a good vibe with "Cave-O-Sapien": a explosive track to make the indie kids jump and scream on the dance floor agitating their brit haircuts. Overall Wolf Parade's "Expo 86" comes across as an honest indie album. These guys are talented musicians with potential, they surely proved it before I came to write this here, but this album misses something. If I'd say it misses some soul, it would sound pathetic but what I really think it's missing is a own personality. Beside this rough judgement which comes with a personal taste and background, I have to admit that the tracks mentioned above make the album desirable  for a listen, and who knows. Above all "Cloud Shadow On The Mountain" will haunt you!

jaillAnother of Sub Pop's "new children" is Jaill. "That's How We Burn" is a indie album to shake some intelligent bums. From the first listen I had a strong feeling of the explosive teen-like vibe of another Sub Pop band, The Shins and why not also the good-old Supergrass. Yet a little rougher, less  melodic, less harmonic but as cheerful. Jaill's album has a hot summer vibe, when you feel that just riding a bicycle with your headphones on and the sun in your eyes, could make your day. The instrumental parts is classic indie with little americana influences and with the relaxation and free spirit of a soft punk band; and when I say this I inevitably imagine a geek punk band; hype vibe and smart lyrics! The whole album is generally pleasant to listen, and almost every song has a little catchy something to make you want to go back to it. Still there is  a three-songs nuclei on this album, exactly in the heart of it, where "the best" is conglomerated. It starts with the track "Thank Us Later", with surf guitar riffs, a sunny but doubtful love-story. Even the saddest songs have a good a optimistic vibe within Jaill. Take a closer look at "Summer Mess", a charming song to describe a depressed summer: "Let the summer mess begin..", what a cheerful interlude to introduce my favorite of this album: "She's My Baby"! Full of punk energy, this track "hits" and the instrumental part could slightly recall of a early Cure..."Boys Don't Cry", but breaks then into pure Rock n Roll! Also check out the song "Baby I"  a story - telling song with a funny "uuh-aah-uuh" in the background -  nice. The tracks on this album are short and concise, there is not time for long bridges and pseudo-psychedlic rumble. These guys love to rock n roll, in a very honest way. It's all about the lyrics and the little "merry" melodies and less about the emphasis of "trying something new". No matter the great expectations, "That's How We Burn" just feels good.

If the above mentioned albums don't fit your taste or musical direction, there is so much more to like and listen from Sub Pop this year. The 60's lo-fi, surf and folk revival has a strong support from this label. Album by album, great artists are ready to pass the test of time: Fleet Foxes, Beach House, Ben Solee and Daniel Martin Moore, The Ruby Suns...all names you're certainly gonna hear about again! If not you can always find some shelter with good old Nirvana or The Vaselines and stay Sub Pop. And because a good thing is better if it stays modest, here's the motto of Sub Pop heading on their website: WE'RE NOT THE BEST, BUT WE'RE PRETTY GOOD! They are one of the best indeed! -- Miruna Boruzescu

jaillmen & the moon