by Hans Ebert
When working in advertising and heading up the creative work for the McDonald’s account- and what a trip that was as was working with the company’s good ol’ boys from Oakbrook- I had some good friends at PolyGram which became Universal Music get in touch with me and very excited about this new band called Hanson- and, yes, which I have been spelling as Hansen until recently corrected.
The track “Mmmbop” had been out on PolyGram’s Mercury label and now the video was out and these guys wanted me to watch it as they thought that there might be some synergy in “Mmmbop” and McDonald’s- and Hanson with an O.
I kinda got what they were saying, but, again, it was a music company approaching an ad agency the wrong way and with zero understanding of things like “client objectives,” “themes,” understanding the rationale and objective of campaigns and how that ad industry worked- and still works.
That story is for another day, but, despite all this yakking about “bands and brands”, these two industries- the advertising and music industries- are still to understand each other. It might have to do with the fact that both industries are full of poseurs and wankers and running rife with The Peter Principle with, ironically, heads of Human Resources being the worst hires. Honestly, what does an “HR person” actually do?
As for Hanson, I loved “Mmmbop” and that accompanying video was great stuff. It didn’t really matter if you were a teen, a tween or whatever- or understood what the hell Taylor was singing or what the song was about. It was just a great slice of unpretentious Pop and the video captured all that and added to it.
No insult intended as it’s a complement, but “Mmmbop” was not unlike other great pop records like the very well-produced “Sugar Sugar”, anything by ABBA- come on, “Dancing Queen” is a brilliantly produced piece of Pop- the Monkees and, a bit more outta left field, “96 Tears” by ? And The Mysterions- and Left Banke’s beautiful “Walk Away Renee” and which my mate Alan Merrill, who wrote “I Love Rock ‘n Roll” once covered. I’d love to hear Hanson’s take on this song.
Hanson and “Mmmbop” was fun at a time when some of us were bombarded by moody British bands with singers in whiny voices whining about something or another. I was recording a band the very day I was to see that video for “Mmmbop” and whose singer refused to double track his wafer-thin vocals ‘cos “Bret from Suede doesn’t.” I walked outta the studio and went to watch this video at a special screening room that had been hired for this “debut”. The “screening” lasted around three minutes, but the impact has lasted until now.
Hanson and McDonald’s never happened, but people still talk about “Mmmbop” and that video. Why? Maybe it was kids being kids and a great Pop song. Nothing more, nothing less. There were some other singles after that and a very good album, produced by the Dust Brothers and called “Middle Of Nowhere.”
But with Polygram being sold to Seagram and which became Universal Music, the band was sent from one label to another, none of which suited them nor bothered to understand them. Maybe the labels wanted “more Mmmbops” and then Taylor’s voice broke, there were creative differences, promotion stalled, new acts came through the ranks, and where was once Hanson, there were pale imitations of them like the Moffats.
I haven’t kept up with the band for the simple reason that I didn’t know they were still going on until I stumbled across the “making of” clip for their latest video. I watched and went, whoa, they’re back- and they’re so good- and they can really play!
In this day and age where teen “bands” play with guitars unplugged and with some member grimacing during guitar breaks and faking it while there’s usually some old fat bloke behind the scenes doing all the hard work, it was great to have Hanson back- and not just back, but back and kicking ass. And with some good friends on their side- like Conan O’Brien.
As someone commented and educated me- first about the spelling- Hanson brought out a great album in 2007 and have never stopped making music. Again, something is very wrong when bands as good as this get lost in this netherworld of cyberspace and when there’s not nearly enough sharing of information when it comes to new music. My company is really trying to rectify this and we’ll certainly give it our best shot.
The news that Siobhan Magnus from this past season’s “American Idol” recently jammed and performed with the band has put Hanson back in the limelight and which, to me, is kinda like the tail wagging the dog. But, hey, if it helps both artists, that’s great as I really hope these two artists work together.
Even during the rehearsal and hearing Hanson run through “Hold On, I’m Coming,” it demonstrates that these guys know a good song and they have one helluva sense of rhythm. They do things with a cowbell even “Bruce Dickinson” would approve of and never ask for “More cowbell”.
Now on their own label- 3 Car Garage, now with no pressures on them to “deliver” and be tied down to contractual obligations etc, the Hanson brothers are free to do whatever they wish to do and on their own terms.
Sure, there’ll now come the expected record and management deals, the licensing deals etc- but those days of “Mmmbop” would have not made Hanson jaded and cynical, but just more smart and far more in controlthey would like things to work for them. This band has worked the net better than many bands I know and they’ve kept that connection with fans alive and well. Just ask Siobhan Magnus.
Hanson is yet another example of AIC- Artists In Control- and if there were to be mentors again on “Idol”, I couldn’t think of anyone better qualified for the gig than the Zac, Taylor and Isaac Hanson. And guys, you should write another book on how the “industry” works today and if anything has changed.Then again, you might be biting the hand that feeds you, so just keep doing what you’re doing. And which is, the best you can.
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