According to Majical Cloudz frontman Devon Welsh, Impersonator was a response to a trend in music that runs on the notion that “more is better.” With perpetually improving digital equipment and programs, artists are able to create intricately layered and customized tracks to the point that it’s often a struggle to pick out all of the sounds that comprise them.
Frankly, I like that music. I like that music a lot. When done well, those tracks have a complexity that I admire, often taking several listens to deconstruct and fully appreciate the countless moving parts. Therefore, Welsh’s claim that Impersonator is a response to this trend was met by my curious cynicism. Why stray from a good thing?
After listening to the album, I understand.
Stripped of all frills, Impersonator is a powerful distillation of the electronic music I know and love. Throwing out the complex effects and overlapping rhythms, Majical Cloudz uses only the basics, stripped down to simple beats and melodies to highlight Welsh’s gripping vocal performance. The product is an album of hauntingly vulnerability, with deeply personal themes which evoke emotions that are difficult to pin down. Sadness? Fear? Cathartic bliss? Often it seems to be an odd mixture.
Devon Welsh and his sound man Matthew Otto have been performing out of Montreal for several years now, but have used Impersonator as a huge leap to distinguish Majical Cloudz from the rest. Admittedly, I am instantly critical of any group that decides to replace an “s” with a “z” (Limp Bizkit is the first thing that comes to mind), but thankfully I quickly overcame this after hearing some of the best tracks the group has to offer.
Earlier this week, Jonk Music featured the Cloudz’s single, “Childhood’s End,” a jarring confessionary tale left unresolved. Welch and audience members alike have reported passionate live performances of the track which have brought onlookers to tears. One of my personal favorites from the album is “Turns Turns Turns,” a repeat from their 2012 EP sharing the title of the track. Dragging itself forward, the track struggles to its feet in search of direction with Welsh’s opening confession, “I did something free / I can’t tell if it’s wrong”. Taking a meta-critical look at their work, the album titled Impersonator expresses moments of self-doubt with “I’m a liar / I say I make music” matched with evidence of perseverance, with Welsh stating “I told you that I’ve been writing / This song is proof that I’m trying”.
With full respect for the evolving industry which utilizes the newest equipment and techniques to craft the newest and most intricate sounds, it’s incredibly gratifying to feel the extra breathing room that Impersonator has to offer. Watch for the album’s official release on May 21. In the meantime, if you’re here in Madison come see their powerful live performance yourself — Majical Cloudz opens for Youth Lagoon this Thursday night at the Majestic Theatre.
Impersonator