There’s that moment when every stylistic trend in popular culture reaches critical mass, and where before most everyone used to be on board with the trend, they’re now part of a backlash that brews en masse when something that had little substance or long-term future to begin with begins to sour in the minds of fickle American consumers.
This is the moment in time we find ourselves in with Bro-Country. The distaste for this hyper-trend has become so effusive, it has spread not just throughout disenfranchised country music fans, but throughout the entire American culture and beyond. People who are not even country music listeners are finding Bro-Country on their televisions when they tune into a college football game and Florida Georgia Line is singing the intro, or they hear a Bro-Country song playing out of the car beside them at a stop light or over the speakers at a store. And they’re all wondering to themselves, “What the hell happened to country music?”
Case in point, last week people were meowing over a newly-released video marrying Meow Mix cat food with what appeared to be a Bro-Country parody called “Country Cat.” The two-minute video performed by country artist J.R. Moore enlists typical sonic and lyrical tropes of country music’s current hyper-trend into a humorous advertisement as part of a Meow Mix brand relaunch.
The ad is one of the first salvos from a company called Pop Up Music, which is the Nashville offshoot of Jingle Punks—one of the leading companies in crafting jingles for commercials, television, and movies in the United States. Pop Up Music opened their outlet in Nashville just this month, and are already releasing live content. “Country Cat” is actually part of a three-part series that started with a video poking fun at EDM stereotypes, and will be debuting a new video “Hipster Orchestra” coming soon.
“People no longer just want to license hit music or pay for talent fees from standard celebrities,” says Jared “Jingle” Gutstadt, the CEO of Jingle Punks. “People want platforms and good ideas. We’ve been able to create music content as the hub of advertising strategies and ride shotgun with some of the best and brightest agencies in the world … Where in the past, music needed to be marketed, people no longer consume music the same way. People enjoy music and the audience for it is growing faster than ever before, but the way that it’s being consumed and paid for is shifting the power back to a lot of marketing and branding agencies.”
In other words, the lines between commercial or advertising content, and creative content, are blurring like never before. And this Meow Mix parody is a perfect example of this emerging paradigm. But is it really supposed to be a parody of Bro-Country, or is it just an example of country music in general? If it targets Bro-Country specifically, this would be yet another sign that the amusement at Bro-Country has become so effusive throughout culture, that it can even be used in advertising. The only way an advertising video like this works is if it resonates with the public at large, and not just with a small segment of disgruntled country fans.
“Some of the guys from Jingle Punks actually wrote this song, and yes, it is entirely meant to be a parody of bro-country,” “Country Cat” singer J.R. Moore explains to Saving Country Music. “We wrote several songs in different country styles, but when this one came up, it became very clear that bro-country was the way to go. It was always intended to be very tongue-in-cheek, especially trying to play it straight in the beginning of the song until the reveal that it’s about a cat.”
J.R. Moore explains that he wasn’t reluctant to put on the Bro-Country hat to pull off the parody. “People should know that the song (and the commercial, for that matter) was intended to give people a chuckle. I am actually a serious artist, with songs that aren’t intended to be jokes. But I’m not too serious to laugh at myself or a genre that’s easy to pick on (or wear fake tattoos and a sleeveless denim hooded shirt). We had a lot of fun with the song and the shooting of the video, and we hope everyone else does, too.”
For a decade J.R. Moore fronted the successful rock outfit Ingram Hill and is now launching a solo country career with an EP due out in 2015. After finding him on Twitter, it was clear he was a fan of artists like Jason Isbell and Sturgill Simpson. “I’ve been an Isbell fan for quite a while, and though I’m a little late to the game on Sturgill, I absolutely love his music. I was very lucky to be in L.A. at the same time as him recently and was able to catch his show at the Troubadour. Great stuff.“
When similar hyper trends in music began to show signs of dying like Disco or 80’s hair metal, one of the first signs of the public’s souring on the trend was the permeation of humor and parody making fun of the musical styles. To have a huge advertising agency and a major national brand recognize that a Bro-Country parody would elicit a humorous response from the public at large could speak to just where we are in Bro-Country’s lifespan. Just like Maddie & Tae’s “Girl In A Country Song,” this silly cat commercial resonates.