New Sincerity and You: Counter-Counter-Countercultural Warfare

In today's culture of needy oversharing, cultural voyeurism, and [post-]post-modern irony it can seem as if nobody is willing to simply be their own self. It's possible that being a human being will no longer be as attractive an option as it used to be in the so-called 'simpler times' but most likely it is the old struggle in which mass culture tries to either force itself to be interesting or lays down a smokescreen of excuses about why it isn't. A reasonably recent phenomena, born out of cultural desperation and distaste, is New Sincerity. And, goddamn, the term is hot right now, and getting hotter by the moment – so come inside, place your bets, and learn a little something about nothing!

I'm no expert. New Sincerity, as a term, doesn't sit well with me, just like so many other facets of contemporary cultural shorthand. In many ways New Sincerity can be simplified as the diametrical opposite of that vague modern boogeyman 'the Hipster'. And yet, research I have done on the matter seems to suggest that mainstream 'hipster scions' are in fact loosely associated with New Sincerity. I don't really know what Zach Braff would say about the matter. Was Garden State actually a determined piece of New Sincerity propaganda? Did it manage to cash in on the credible? Worse yet, have the bewildering, out-of-favor films of Wes Anderson been appropriated by the movement? By the other movement?

My intention in this article has changed from simply making fun of New Sincerity to undertaking somewhat of a census about it. Mostly this will be the type of armchair cultural criticism I am known for, worldwide. For the most part New Sincerity is often used as a prescriptive term. In music this situation changes: many bands, hearkening back to the simpler, more heartfelt times of Bruce Springsteen, term themselves part of the New Sincerity movement, performing lyrics based less on conceptualism and cleverness and more on love, loss, sorrow, joy, and excitement. These are the earnest topics for music, but what keeps them from becoming pop music is a blend of aesthetics, identity, and intent. The prime axiom is to be authentic at all costs by not making attempts at authenticity, and never to ask 'what is authenticity?'

Unsurprisingly, New Sincerity stems from classic rock superstars such as Bruce Springsteen, Ted Nugent, John Mellencamp, and Bob Seeger, among others. Hair metal and psych are too ironic, or too insincere, or illegal, so lots of 'dad-rock' played to death on classic rock radio is actually questionable. Or perhaps they are valid inspiration, it's quite foggy to me and researching these kinds of things is slower than decisive critical strikes. What have these (and other) roots inspired?

Modern popular/indie acts such as The Hold Steady, Japandroids, Passion Pit, and evidently even Animal Collective are considered New Sincerity. These are just loose examples. To my mind the absolute pinnacle of new sincerity is probably Japandroids - they're not as bland as The Hold Steady and they're not politically or philosophically newly sincere. They just rock out and sing and holler and scream about partying, kissing girls, how life is and what they feel about it.

It's not slavish imitations of Springsteen topics about living in a shit down and running out of hope, or shooting up a bank in the back-roads of Nebraska. One has to admire the mixed positivity in songs about change, nostalgia/heartbreak, or raw excitement. The sense is that it's all youthful enthusiasm and angst, sometimes regret, and the energy cannot be denied. Their lack of pretense, deliberate simplicity and raw force all stand in contrast to established hype bands like The Hold Steady (with Springsteen and hearts worn on the sleeves). However, Japandroids' sophomore album is either too earnest or actually ironic in the ennui mode (or simply underwhelming after their debut), which may or may not say anything about New Sincerity.

Myself, I think the best part is that New Sincerity is often hailed as the redemptive force of contemporary hipster culture. It's a pretty great lie, but it makes everything seem much more epic and heroic, as if there really is a struggle against insincerity in culture. I stress, again, that the modern hipster has roots in Victorian England and earlier German youth movements. We see again and again the sorrows of young Werther in the trappings of a modern-day dandy. However it was inevitable, after the crushing nihilism of the 80's and the strung-out apathy of the 90's, that some kind of cultural force would rise in opposition. The only questionable thing is whether terming it 'new' is not a smidgeon untrue.

So You Want to Listen to Some 80s Pop?

Pop music in the nineteen-eighties is like pop music in general: a minefield. You no doubt know this, but you see that what with half your friends buying turntables in the last eighteen months, and other half still listening to niche genres you don't fully understand, and the third half has an habit of listening to unbearable racket and weak shit. In other words you are burdened by the fact that you enjoy music snobbishness and general one-upmanship. That kind of skullduggery is going to get you pwned, and the secret weapon, despite recent and nauseating 80s worship, is 80s pop. In an excruciating write-up, I will suggest some 80s pop cards you can hide up your album sleeves.

It is a double-edged sword of course. If you are looking for musical weapons, you're already clearly a music bastard. People no doubt gather just to whisper in awed tones about your musical unorthodoxies and iconoclastic statements. I like to imagine that I am impartial. There was a diseased time when I cared a little too much about what I listened to, and felt sharply any criticism of my musical taste. Then I realized it was all a consumerist defense reflex and let it go. Mostly. You never come all the way back from musical snobbery.