Reviews

I'm Wide Awake, It's Morning

Author: Todd Martens
01/15/2005 | St Paul Pioneer Press | Feature
Saddle Creek Records received a finished album from Bright Eyes last February and prepped the set for a summer release.

But then Bright Eyes principal Conor Oberst had other ideas.

He went back into the studio and recorded enough songs for a second set. Unwilling to scrap or combine any of the material, Oberst told his Omaha, Neb.-based label he wanted to release two separate albums -- on the same day.

"We felt like, "Why not kill two birds with one stone and put it all out there?"' Oberst says.

On Jan. 25, Saddle Creek will release "I'm Wide Awake It's Morning," an acoustic-driven record with country undertones, as well as "Digital Ash in a Digital Urn," which explores a more electronic, beat-heavy sound.

While "I'm Wide Awake" was recorded in about 10 days, Oberst and producer Mike Mogis spent three months in the studio for "Digital Ash," creating what Oberst describes as a "drugged-out, psychedelic thing." Oberst was passionate from day one that they be treated as separate entities, despite sharing a release date.

It was a request, he says, that Saddle Creek owner Robb Nansel met with skepticism. "Robb is a very careful man," Oberst says. "He's a hard person to read. I love him, but I have to check his pulse a lot to make sure he's still with me. At first, he asked whether I really wanted to do this and objected a little, but once he realized our mind wouldn't change, he got behind it wholeheartedly."

Indeed, Nansel resisted the urging of chain retailers to find a way to tie the albums together. The label created a separate budget for each record and in October released two singles, one from each album. "Lua" and "Take It Easy (Love Nothing)" together have moved more than 27,000 copies in the United States, according to Nielsen SoundScan. There was such a demand for the two releases that they each sold 7,000 copies in one week, placing "Lua" at No. 1 and "Take It Easy" at No. 2 on the Billboard Hot 100 Singles Sales chart in the Nov. 13 issue.

"The people who have bought them have been the die-hard fans, and they're not favoring one over the other," Nansel says.

Oberst was in Sweden when he heard about his singles topping the chart. "I kept saying, 'I think you've made a mistake.' ... I think it's a testament to the idea that there are still music fans, and it's not all about how big your promotional budget is."

Bright Eyes, which is essentially a revolving door of musicians centered on Oberst, built its following largely through word-of-mouth and touring. That is one reason Oberst never considered combining the two albums.

"We're in the very fortunate position of not having to care about the commercial risk of putting out two records," he says. "Our success is not based on radio or MTV."

Initially, Nansel says, the label will focus its efforts on "I'm Wide Awake," since it is more representative of Oberst's past work. Largely singer/songwriter-oriented, "I'm Wide Awake" features contributions from Emmylou Harris and Jim James ("My Morning Jacket"). Come spring, Saddle Creek will switch its focus to "Digital Ash."

Each album will receive a video and its own tour. A more intimate tour of theaters stops at the State Theatre in Minneapolis tonight. A spring trek will feature a collaboration with labelmate the Faint, which will back Bright Eyes on the more electronic-leaning songs.

Despite Oberst's grassroots success and dedicated following, booking a Bright Eyes tour isn't easy. Oberst refuses to play venues affiliated with Clear Channel Entertainment and has publicly denounced what he believes is the monolith's lack of support for indie artists on its radio stations.

"We're going to avoid the old CC," Oberst says. "There are some cities we just can't go to anymore. We're going to make it work, even if we have to get kind of creative with venues."


Releases

All »

The People's Key

The People's Key

LP / Deluxe LP / CD / Deluxe CD / MP3


Merch

All »

Manville

apparel


Flames

apparel