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Hipster Runoff Explained (Maybe)

A (possibly) illuminating chat with Carles, the Internet's latest mystery man

Do you, out of character, "like" Animal Collective?

Yeah. I have only liked them since Sung Tongs, though. I am not THAT authentic.

Per that timeline, it's been true for awhile that popularity on the Internet doesn't mean commercial success, and that "branding" and "coolness" are crucial to a band's success. What makes AC different? What makes them the first real "Internet band"?

I think that AnCo is probably a band that maintained the praise of people who formulate the perception of what is "authentic" over an extended period of time. We have now reached a perfect storm where "the blogs/online mags" and "printed magazines" created perfect hype synergy. I guess it also helps to "take a step back" and realize that they actually have a good product. I also like how they have underwhelming personal brands. While their music is "weird," none of the members really had an overt personal brand that overshadowed the music, or became "the bigger news story"/"blurbable music-news-website meme" that overshadowed the band as "legitimate artists." I am not sure if they are spaced out, or probably just care about different things than their fans value, but they sort of transcend "the current state of independent-ish music."

That's gotta be deliberate, though-they take great pains to come across as boring, normal, humble guys. Everyone's seized on that "I don't mean to seem like I care about material things" line. . . . In a sense, that's a "style," too, though, right?

Yeah. It's pretty weird. They sing about family values and their kids, but I just don't see why that is so "identifiable" to who I would generalize as their target market. But maybe that's "what we all want inside," and they have tapped into something that we don't even "realize is inside of us."

It seems like music critics particularly, and apparently I'm one of them, are somewhat fascinated with HRO-are you the future of music criticism? Are you the death of music criticism?

I think that the "music criticism economy" has changed somewhat in "the Internet age," though I don't even really remember life before the Internet. There are always going to be people who appreciate high-level analysis, but I don't think the generations after Gen-Y will have the intellectual capacity or even just the "ability to pay attention to something for more than 30 seconds." The perception of music criticism seems to have shifted to a "product review by someone who cares too much." It's pretty interesting to think about everything as a product listed on Amazon.com, and what information you need to evaluate that product to become an "educated consumer." I think that while our search for authentic, relevant music has never been more intense, we can't really help but view artists, albums, and concerts like they are a product on Amazon. I think I am just kind of like a link between "high-level ideas" and "people who only have a high school education."

So a woman I know owns a dress she says she can't wear anymore because it's too similar to something someone's wearing in one of the pics of your "Girls' Night Out" post. Is that part of your intention at all, to shame people?

I don't think I'm looking to "shame" people. I just think that "being yourself" is a bold decision. However, the decision to declare "yourself" can leave you vulnerable to criticism. Not sure if that has to do with our modern world or if it has "always been that way." So whether you attach yourself to a band, an idea, a fashion sense, or a general aesthetic, I feel like we're all open to criticism and analysis from various perspectives. I just feel like in our world, "how you present yourself" matters more than ever to everyone else but you.

There's definitely an element of disdain, though-like your podcast, where you're talking in this deadpan voice, like, "I have so much more to share. I feel closer to you. This is a chance to show you who I really am," and then you play George Michael's "Father Figure." Is there an element of self-loathing to that, kind of a rejection of the notion of actually being serious about blogging/being a critic/caring about music on the Internet?

I think maybe that's where "shame" comes in. I generally feel "ashamed" that I am "part of humanity" who is "searching for something meaningful." (Not ashamed of humanity like I want to go on a school-shooting spree-more like I have been trained to think that my life is more inherently meaningful than every one else's.) Or like maybe I am "ashamed" that I bought the Matchbox 20/Third Eye Blind albums when I was a kid. And maybe I am "ashamed" of myself for having that in common with all of the other kids who were growing up at the time. And I might be "ashamed" that I found that meaningful. While I did listen to the AnCo song "Visiting Friends" on a winter drive with a group of people whom I love, maybe I am "uncomfortable"/"ashamed" with that meaning something. But then I kind of look back on my life as a consumer, and Amazon.com will recommend new purchases for me to create more meaningful experiences/my identity based upon previous purchases.

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  • ohmygodthere'ssomuchblood 04/27/2011 11:41:00 PM

    Couldn't agree more. Satirical or not, his site is awful to read and a complete waste of time. Branding is something that marketing and corporate types seem to be concerned about ad nauseam and usually within the sphere of advertising. The business vernacular he applies to something so simply appreciated, understood and (sometimes exhaustingly so) analyzed seems so forced and alienating. He's not operating on a higher plane or even asking the more important questions of the 'micro-moment' as you say, but rather he's pontificating within the context of a lexicon that is reserved for people trying to figure out why people buy certain things and how they can sell them more of it. Garbage.

  • DisGuest 01/02/2011 10:39:00 PM

    I wish i never read this, why why why did i read this? HRO would have been so much more fun if i had zero clue about Carles, this guy just seems like a serious, so-so guy whos doing it as a faggy art project, not the the misanthropic humor machine i once saw him for. Carles, why!?

  • Gyrogaddi 12/14/2010 12:24:00 AM

    It seems like the recurring, nagging, strangely comforting practice of (for safety) aborting one's possible attempts at creating a meaningful statement indicate the emergent signs of a type of post-postmodernity I am having a lot of trouble figuring out: I feel like I want to call it transmodernity because of the fact that it is pastiching pastiche, having fully lost interest in subversion AND conventionality (and at that low, stripped state, the way of creating meaning is to fabricate a metanarrative to abide by). I (think?) this disagrees slightly with the definition of transmodernity being thrown around by some, (ie those that classify the new age (and derivative) cultures) but that could possibly be explained by pre/trans fallacy. So here is where I believe new sincerity shows its true face (if not, then fuck it, give it another stupid title). I'm just writing this because I'm an early genZ who can't take the pressures of 'growing up', and truly doesn't want to "have a 'job that I hate' and doesn't really 'allow me to express myself.' ". I use big words to justify my own multilayered confusion and disillusionment with the world set up for me. Thusly, conceptual 'new metanarratives' are a (sincere as transmodern can be) beacon of hope for me. ,./];]',.;\][;,';/,].[;/'],.\/].[;

  • i get it 11/29/2010 12:12:00 AM

    aside from knowing carles, (instant credibility) "i get it". im wondering how you never "got it" village voice bro?. . . im kinda toed that you did this interview carles. how can you transcend "personal brands" via anonymous when you "Carles explains it all". nobody wants to really know what drives you, they just think they do. its the mystique that is hro. hro is more like the older wiser version of everyone else/ God. you have been there and done it before us by choice. now your crying about how you are "struggling with identity" . . . "im over it". ps voice bro the "material things" line is anco commenting at the macro their line in the sand when reflecting on commercial and via the internet critical success and acclaim vs jamming all day for their own ears. the dont care about material things . . . like corvettes but they do care about material things like . . . having food for their kids.. . so they feel the need to produce commercially. the question is "is this at a sacrifice of the integrity of the music?" then they wrote a song about "My girls".

  • eduardo 07/16/2010 12:33:00 AM

    > But I just think it will be a pretty funny "experiment" > when it comes to "online marketing a new buzz band." kind of how techcrunch launched that slate-copmputer, though that failed because the investors were douchebags, whereas an HRO album could succeed if the music is good, or even pretty good.

  • Lee 08/12/2009 2:54:00 AM

    It seems carles is still an enigma, but an enigma with his own t-shirts now. http://flavorwire.com/33326/carles-hipsterrunoff-interview-i-am-carles-shirt

  • chris 04/09/2009 10:47:00 AM

    HRO is always good for a laugh. I love the readers who take it seriously.

  • Carles 03/01/2009 3:54:00 AM

    Carles is rich, Catalan, and probably fancies himself the second coming of Picasso, i.e. harbinger of Surrealism 2.0.

  • wtfbbq 02/20/2009 7:03:00 PM

    Carles' real first name is Carlos, and he's from San Antonio, but i believe he currently resides in Austin. An inside source at the Austinist who got him press passes to FunFunFunFest confirms this, and describes him as "authentic".

  • Katie Liederman 02/16/2009 8:02:00 AM

    Carles' "Girls Night Out" read as derivative stuffwhitepeoplelike.com to me. glaringly so.

  • A Nonnie 02/14/2009 11:51:00 PM

    I'd heard of HRO but never read it. After reading this interview, I probably never will. I am 32 and just cannot understand why so many people slightly younger than me seem absolutely obsessed with concepts of branding/"branding"/personal branding/anything related to marketing. Even if they're only trying to knock down these concepts, they seem obsessed to me. Is it because mass media was really starting to get meta as a novelty when we were coming of age? All those articles about the growth of brand consultants and so forth? How can so many people really have found that stuff that interesting? This guy seems too insecure to identify himself as caring about anything else. The only thing he seems to genuinely care about it what do other non-genuine people (such as crap music bloggers) find interesting at the micro-moment. It's incredibly dull.

  • flowzz 02/10/2009 5:31:00 AM

    y'all, we need shit like this in our pop-culture sphere. If all we have are you a-holes saying stuff like, "suck ur papa's D," where does that take us? What questions does that let us ask ourselves? Don't hate on something, someone, who is making an effort to "critique" the world we live in. Or like, if you have some hate to dish out, check ya IQ score first. THxS!!!

  • flowzz 02/10/2009 5:13:00 AM

    y'all, we need shit like this in our pop-culture sphere. If all we have are you a-holes saying stuff like, "suck ur papa's D," where does that take us? What questions does that let us ask ourselves? Don't hate on something, someone, who is making an effort to "critique" the world we live in. Or like, if you have some hate to dish out, check ya IQ score first. THxS!!!

  • Jais 02/10/2009 4:21:00 AM

    There are so many quotation marks here they've made my head spin.

  • jooooooe 02/09/2009 8:20:00 AM

    F the haters. Carles runs a wildly successful site. You wish you had that sweet am appy cash.

  • Cton 02/06/2009 10:32:00 AM

  • Hunter 02/06/2009 4:44:00 AM

    Carles is the WORST!! What a hater! I like music blogs that are positive - meaning they write about what they like. Carles is such a mundane, boring loser. Job? Yeah right he lives in his parents basement in the burbs!! Anyone, like Carles, who has proclaimed to never have listened to a Bob Marley song, trashes TV on the Radio in a very racist way, and overall hates everything (without doing any music himself) should not even be mentioned in the Voice, let alone a whole article about him. In a year people are gonna have forgotten this two-bit poser!!

  • HipperthanThough 02/06/2009 4:31:00 AM

    Hey Carles, does it feel funny to know that once you stopped sucking your daddy's dick that you would never get ass again?

  • NOah Lennox 02/06/2009 3:14:00 AM

    Pretty sure Carles is in Austin TX

  • E 02/05/2009 10:47:00 PM

    Rob, you do realize that Alts exist outside of NYC, right?

  • RooHoo 02/05/2009 10:26:00 PM

    HR should really consider dropping his overuse of quotation marks to signify conceptual meaning. Quite annoying and it makes his blog unreadable. Might also be nice if he were to cite where his ideas are sourced. Makes him look ridiculous otherwise.

  • Mark Mangan 02/05/2009 10:14:00 PM

    Good article... Here's a blog of "unnecessary quotes". http://www.unnecessaryquotes.com/

  • Lance 02/05/2009 5:51:00 PM

    Wow, it's interesting to see the author make repeated attempts to cover his ass just in case he "didn't get it". Like Carles was working on some "higher mental level" and the author didn't want to appear to not understand. Rob, are you not a native internet bro? Have a hard time telling what is sarcasm and what is authentic? Do you still care about the difference?

  • ertret 02/05/2009 10:34:00 AM

    rtertr

  • jim 02/05/2009 9:48:00 AM

    this is carles: http://www.purevolume.com/thestreetsofsanantonio

  • 02/05/2009 1:16:00 AM

    good job everyone

  • Arajay 02/05/2009 12:51:00 AM

    based on his posts i have determined carles to be in/from chicago

  • matt_T 02/04/2009 10:48:00 PM

    h8 u village voice for eating my comment < 3 u carles

 

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