Jake Bugg steps out on his own

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      Young British upstart Jake Bugg’s latest album is, as he puts it, a “make or break” record. Despite launching his career with a double-Platinum-selling LP, the indie singer-songwriter’s second album suffered a sophomore slump. Failing to replicate the critical and commercial success of his first offering, the record came under fire for the label’s decision to pair Bugg with Iain Archer—the man behind Snow Patrol’s “Run”—despite his insistence that those who use co-writers are inauthentic artists.

      In an attempt to mitigate those concerns, the 22-year-old decided to go it alone on his third album, titling his self-penned record On My One to draw attention to his solo talent. Composed on lo-fi equipment like plug-in USB microphones, and comprised of lyrics that point to the crumbling state of England, On My One has successfully reinstated Bugg as the figurehead of working-class teenage angst in Great Britain. And, in true Joe-Strummer-meets-Billy-Bragg style, the performer doesn’t care how well his new album sells at home or abroad.

      “I don’t really pay much attention anymore to the Top 40,” Bugg tells the Straight on the line from his Denver hotel. “Every time I look at it, I find it depressing. It’s all to do with celebrity culture now, and it’s not got much to do with the actual songs.

      “Record sales are not really a marker of success,” he continues. “The way to tell if you’re doing well is if you have a lot of people come to your shows, and you’re shifting a lot of tickets. That’s why artists are on the road all the time. New pop performers—the kind that do well in the charts but only last for five minutes—seem to have millions of streams on their tracks, but only about 500 people show up when they perform.”

      Despite that bravado, Bugg is well aware that selling out venues relies on racking up online plays. And, in a wise attempt to step out of the shadow of his first two records, On My One showcases a new, pop-oriented direction. The stripped-back folky tracks that launched Bugg’s first album have morphed into the big production of Stone Roses-esque single “Gimme the Love”, while softer acoustic-guitar led songs like “The Love We’re Hoping For” have been bolstered by string accompaniments and warm synth pads. Traversing an array of genres from skiffle and country to rap, On My One presents a mish-mash of music tied together by Bugg’s lyrical content—a move that he believes bolsters his live performances.

      “It’s nice to be able to mix things up onstage,” Bugg says. “I think people prefer the new music live over listening to the record, because when we do the shows, we play a combination of two or three old songs, and then a new song. It all intertwines together, so I think people are a bit more open to the new material. And it keeps things interesting to play lots of different types of music.”

      Given the exploratory nature of On My One, Bugg’s new record sounds exactly like what it is: a young artist finding his feet in the industry without any co-writers on hand. Buoyed by the slow-burning success of the album, the performer is looking forward to continuing to do things his own way—even if that means bucking industry conventions.

      “I want to try out something different soon,” Bugg suggests. “I’m not sure what I would do, but I want to break up the cycle of the industry. It feels to me like you make a record and you tour, then you make a record and you tour, and it seems a bit continuous. I’m hoping that I’ll find something to spice it up in the future. The sense of adventure is what keeps things interesting for me, and for my music too.”

      Jake Bugg plays the Commodore Ballroom this Wednesday (September 7).

      Jake Bugg - Gimme The Love
      Follow Kate Wilson on Twitter @KateWilsonSays.

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