Avett Brothers Amplify Festival Appeal

Aug. 13, 2015

One of the coolest things about Traverse City Summer Microbrew and Music Festival headliners The Avett Brothers is their slow ascent to fame. While that might sound counterintuitive, it isn’t; there's a lot to be said for building a music career on songs and performance quality, rather than shooting up overnight, then having nothing to support the hype.

CATCHING EARS

The Avetts’ first EP was 2000’s The Avett Bros.; their first full-length album was 2002's Country Was. They released eight more albums, including EPs, live sets and studio albums, over the next six years, gradually building interest in their music via countless tour dates and a pivotal appearance on Late Night with Conan O’Brien.

By 2008, a very important door opened. They’d caught the ear of superproducer Rick Rubin, a studio mastermind who’s worked with everyone from The Beastie Boys to Adele, Kanye West to Damien Rice, and Lady Gaga to Mick Jagger.

Rubin signed them to his own American Recordings label and they began recording what would be their 2009 album, with Rubin on production.

That album, I and Love and You, enabled the alt-folk-rock band to finally power through to bigger territory after nearly 10 years.

TREKKING UPWARD

“With the release of that album, and the greater visibility that comes along with being on a major label, we definitely saw a large influx of new fans in a short amount of time,” explained the band's double bass player, Bob Crawford.

They also found renewed interest from major media outlets. After the album hit stores and the Billboard charts, they performed live on David Letterman, Craig Ferguson, and Jimmy Fallon, and would go on to a headlining spot at the famed Bonnaroo Music Festival the following summer.

Their 2011 album, also recorded with Rubin, would prove yet another massive bump upward on their trek to fame.

“Yeah, another similar thing happened with the release of The Carpenter,” Crawford said. “These days, we seem to be continuing to expand our base – but at more of a slow and steady rate.”

Given the winning formula they’d happened upon with Rubin, it's no wonder they’ve continued to work with him.

ENDLESS TOURING

Their latest set is 2013’s critically-acclaimed Magpie and the Dandelion. Today, they’re stuffing even more recording sessions between tour runs for an expected release of their next album either later this year or early in 2016.

“Yes, we’ve been working with Rick again,” Crawford nodded. “This time [we’re recording] mostly in Malibu, California, with a few odd days here and there in North Carolina.”

But first, they need to play out the remainder of their current tour. This one will take the band through Minneapolis, Tennessee, Southern Ontario, Florida and much of the Midwest (including a stop at Ann Arbor’s Hill Auditorium on Nov. 6) before a well-deserved break right before Thanksgiving.

And, of course, there’s their upcoming stop in Traverse City. If you’ve never seen the Avetts’ unique lineup of standout vocals, guitar and banjo alongside rockin’ cello (no kidding) and Crawford's stand-up bass, this is your chance.

OUTDOOR SOUNDS

Microbrew and Music founder Sam Porter said their energetic Americana sound will puzzle-piece nicely with the rest of the rootsy, yet polished, performers they’ve lined up for this year’s fest.

“I mean, The Avetts are huge,” Porter said.

“They’re a big arena band headlining major festivals, but here we are, sticking them right in the middle of an old-growth northern Michigan forest. Yet, their guitars, the banjos, the harmonies – they just fit right in.”

The Avett Brothers should actually feel right at home at the Microbrew and Music Festival. While there’s no denying that arena shows are a great experience for any band, Crawford agreed that there’s just something special about warm weather shows in the open air.

“Whether it’s a festival, fair or amphitheater, there’s nothing like playing the outdoor venues in the summertime,” he said.

The Avett Brothers will perform at 8:15pm on Saturday, Aug. 22 at the 2015 Traverse City Summer Microbrew and Music Festival. For more information, visit microbrewandmusic.com.