What’s more important in securing a band’s longevity - hit songs or a classic album? For Joseph, it’s all about the album. And they’re more than capable of producing modern classics of the format. But, what does that mean to a mid-career band these days?
What’s more important in securing a band’s longevity - hit songs or a classic album? I put this question to Meegan and Allison Closner (the twin sisters that make up two-thirds of Joseph along with their sister Natalie Closner). Their answer seemed clear enough. For Joseph, it’s all about the album.
So, is the band’s new album The Sun a classic?
Only time will tell. Personally, I resisted any notion of hearing the record before its release. My orange ‘sun’ vinyl is in the post and I will listen to it just as one should, as the needle drops on side one track one (Waves Crash). I do have faith that Joseph can make a classic however - because they have already done it once before.
I first discovered Joseph’s music by way of a complete and very happy accident. I had sat down briefly with the head of an indie label, and as I often do, I asked the question “who should I be listening to?”. His reply was both immediate and singular: “Joseph”.
Okay then - easy to remember at least. I later fired up Spotify and typed the word Joseph into the search bar and there they were. Joseph - an Americana band of three sisters from Joseph, Oregon.
I’m always surprised when I don’t know a band in this genre - and Joseph had just released their third L.P. Good Luck Kid. And the album is a belter. Just fantastic Americana-country-pop. Wholly accessible but ambitious and expansive. It’s everything an Americana album should be - if not a concept album, then a start-to-finish cohesive piece of work. Good Luck Kid ended up as my favourite album from 2019 and so the band’s fourth album The Sun comes with a sense of high anticipation.
Then, Allison & Meegan told me about working with Tucker Martine and recording The Sun in his Flora studios in Portland, which ups the stakes about as high as they can get for a new record to my ears.
But, what does it mean to make a classic album in 2023?
Rick Rubin is keen to point out that the creation of a record is not a competition, and who are we to argue with the master builder of records? And yet, how can it not be a competitive situation in some ways, with scores of albums - really good ones - released week-in, week-out. The obvious answer is to compete with yourself and let others in as inspiration.
As Meegan says:
“We’ve taken in the classic bands we’ve come across in our adulthood, The Rolling Stones, Fleetwood Mac - who would not be influenced by those”. “But [with this album] we keep asking ourselves the question, do we like this? This has to be us. “I hope that we’ve made an album that lasts through time.”
Joseph have already done it once, so what’s stopping them doing it again? Every band aspiring to be the real deal deserves their moment in the sun, maybe The Sun will be Joseph’s time.
Whether or not the sisters make another classic, their star is rising and their loyal fanbase steadily growing. It seems like there are two paths to making it in music these days: instant ‘viral’ success through TikTok, or working your way up from grass roots. Fortunately Joseph chose the latter path. The band got started the way all bands should - by growing a loyal and local fanbase, playing constant local shows, even an early tour of house gigs.
“Our beginning felt so special. We released an album on NoiseTrade (now part of PasteMagazine) and we did a tour of 30 shows in 30 days, hosted by the people who bought that record. Those people still come to our shows. We’ve maintained that spirit even though we’ve reached bigger stages. Staying connected to our people as real people is part of our recipe”.
But early fans can sometimes be picky. Those who discovered and evangelise bands early on feel very much part of their success but are sometimes the first to complain about those bands “selling out” the moment real success beckons. It didn’t worry Joseph. These days, selling out amounts to striving for success in some way - defined by Allison Closner in the most modest terms: “trying to make music and trying to survive”.
It seems that Joseph is doing better than that though. Signed to a cool indie label with a superb roster for company (ATO Records), a steadily growing Spotify monthly listener count (644K right now) and about to enjoy an extensive (but sustainably planned) US tour. They even made it to the UK recently enjoying a short, sold-out series of shows.
Indeed, it was one of Natalie Closners imaginings of a perfect day for Joseph to play London’s Royal Albert Hall. Then British rock star James Bay pinged them a text inviting them to support his return to the live circuit - right there at the South Kensington esteemed venue.
Ambitions fulfilled and perfect days manifested - that ultimately has to be success for bands these days, right?
And just maybe, make a few classic albums along the way.
Order your vinyl copy of The Sun on Bandcamp.
Joseph is on tour in the USA details here.