Peoples Jewellers is running this commercial during the Canadian Olympic broadcasts that features some bro on a mission to get married.
The commercial features a song by Lord Huron called “Ends of the Earth.”
When you read the comments to a Lord Huron song, people often say, “this seems like it was written for a commercial or movie soundtrack.”
I thought that was kinda neat, and then I read that the principle, Ben Schneider, worked as an art director for an ad agency, and it all makes sense.
Here Ben is talking about some of the skills working at an ad agency brings to Lord Huron.
Working an ad agency, you know how important brand consistency is, but also being an artist you have to have new ideas floating around, do you think this style will carry forward to the new album or are you going to create a new aesthetic for that one?
Ben: Yeah, I think some of the elements will be retained, but I think it will be little, it exists in the same universe, but it will be a different sort of story in this next record. Whereas this one was sort of more based in this older adventure tale sort of world, I think we’ll get out of that a little, although I still consider it all as living within the Lord Huron universe.
AND Ben is a desert guy? neat. I like the desert too Lord Huron.
I’ve kind of situated myself in the northeast part of town (Los Angeles, where Ben lives) where it’s easy for me to get to the mountains, up into the San Gabriel or it’s easy for me to get on the 10 or the 210 and get to the desert. Wherever I have free time or the afternoon, I like to hit the road and maybe go camping or maybe just take an afternoon outside.
After tracking down the Peoples Jewellers commercial song, I let the sound cloud play and this gorgeous cut came up…
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Lord Huron has created a whole mythology for the band’s songs based on the Western novelist George Ranger Johnson. The thing is… George Ranger Johnson does not exist… he was made up by the band. And all his novels, are the titles of Lord Huron songs.
Talking to the New York Times, “People are always lamenting the loss of the record sleeve, which I understand. I loved looking at the artwork and imagining the people who made the music and the lives they inhabited. But now I think we can create an even richer experience with new technology available to us.”
Part of the mythology is a series of “trailers” for movies based on the novels of G. Ranger Johnson. And of course, each adventure features a song by Lord Huron. The latest chapter is called “She Lit a Fire.”
Make sure you hit up Lord Huron at Squamish this August.
Go with yourself.
Lord Huron has come a long, long way since this was written!