Mainland at Lollapalooza: Music's Current Standard, Curating A Following, and #loveontour
In music today, there are no longer any rules to break. Creativity is at its height, which has allowed artists to truly figure out what it is they want to produce and even represent as a whole. Genres are no longer definitive and with that, there is no recipe for success. “I don’t think there is any right or wrong way to release music in this era. People are doing mixtapes, albums, even streaming their song 400 million times without a record label” says Jordan Topf. Let’s take a minute to show you exactly what’s going on in Brooklyn: Mainland. The bicoastal, post-punk lovers of vintage throwbacks are one of the best bands to grace the internet. Despite the over saturation of alternative rock, Jordan Topf (vocals/guitar), Corey Mullee (guitar/synth), and Alex Pitta (bass) come together as the insanely captivating group behind favorites like “Outcast”, “Permission Slip”, and “Hometown”. Villains, Mainland’s newest release, is a five-song EP written straight from the heart, full of personal experience.
Artists used to release music according to the industry standard: two years and it’s time for a new album. Now a world consumed by instant gratification, people are expecting newness before things even get old. “A lot of indie rock bands now are doing a single, two EPs, and then an album. To compete with the hip-hop landscape, you have to be releasing stuff constantly” says Topf. It can be a lot to keep up with, but the more high-quality content a band can release, the more traction they get, and the wider an audience they reach. Exposure is key. Since the release of, Outkast, after signing with 300 Entertainment, Mainland has released countless singles, toured more states than a van can handle, and curated a powerful support system around their potential.
Young Beggars Club (YBC) is not your local youth group. To stay in communication, Mainland created YBC as an outlet for fans centered around inclusivity and positivity. YBC took a life of its own and blew up into something much larger than a fan club. Clubs were popping up all over the country as the most dedicated fans found true comfort in supporting the music they cared for and sharing it with others just as passionate. To love something so deeply and truly feel involved creates a subculture that others want to be a part of. This representation spreads the word and allows music lovers all over the world to learn just what they need to know: good music. “Meeting these people has been really cool. People are taking leadership in these clubs. You can trust them to have the spirit of what we’re doing and broadcast that to other people to bring them in and represent what we’re doing as a band” says Mullee.
This past winter, Mainland hit the road with the Mowgli’s on The Real Good Life Tour. While traveling from state to state to open for the headliners, the band’s Instagram account shared short clips of people talking about love. #loveontour. “We just wanted to take snapshots of people and their love stories because that’s what interests us. Love in this era has no definition, so we were just really curious to see what people had to say” says Topf. Quickly, people opened up to share what they felt deep inside. Some recounted the first time they felt love, instances of vulnerability, or pure ecstasy. Others shared about finding love within and realizing one’s truth.“It piggybacks off the [“I Found God”] music video too, which is featuring real couples and their real love for each other in a visual way. You don’t hear their words, you just see their actions and the way they love each other through their body language” says Mullee.
Love stories are something we all have inside us, packaged into separate chapters of our lives. “For once it wasn’t about us, you know. We were the ones seeking out the answers to these questions, but it wasn’t about us. It was about love. That’s what the song is about, you know. It’s larger than us” says Pitta. Through the good and bad times, #loveontour opened up the conversation around what we all feel and experience. Love is common ground all humans share. Music is not always just as surface level as a song you simply listen to. It can open you up to an entire world of possibility.