Mass Gothic is the solo offshoot of New York outfit Hooray For Earth!’s multi-talented frontman Noel Heroux. Released on Seattle label Sub Pop, Mass Gothic’s debut self titled album is the collected compositions of Heroux’s personal work which, as he states himself, he “returned to the beginning” to create. After leaving Hooray For Earth!, Heroux dove into his own interests to explore personal style and develop his own approach to music. Maybe he shouldn’t have done that.
With a run time of 39 minutes that spans ten (repetitive) tracks, Mass Gothic comes off as mainly one thing: kitschy. I listened to this album at random, and upon playing the opening track “Mind Is Probably”, it felt like my mind was probably sighing and groaning. Saturated with warbly “vintage” sounding synths, trill vocals, and over-repetitive choruses, almost every track appears to be the same song rehashed with different lyrics and guitar effects. Nostalgic synthpop and 80s hooks captivate the masses with glimpses into a past that no nineteen year old hipster ever actually experienced, which is why groups like Tame Impala and MGMT thrive in today’s musical environment. Do we really need more of it? The answer is probably no.
Despite the tawdry, and frankly quite forgettable, nature of this album, one cannot ignore the supreme levels of catchiness many of these tracks display. Songs like “Every Night You’ve Got to Save Me” beg you to nod your head and tap your foot, but the fact remains: you’ll forget it when it’s over. While pop music relishes in catchiness and the ability to become an earworm, it often lacks density and true consequence. Booming drums and tasty guitar licks are scattered all over this album, but they leave just as quickly as they come. It is catchy in the moment, and nothing else. Try remembering individual songs several hours after listening to this album. I’d be surprised if you could.
While writing this review, I realized I must sound incredibly caustic, and I agree with myself (who wouldn’t agree with their own opinions?). Vitriol is deserved where it’s due. However, that does not mean my perception of this album is entirely negative. While the sonic attributes and the ability to captivate the listener might be lacking in Mass Gothic, it is nonetheless a window into the creative process and output of a talented musician. The entire album, recorded over a four month period between 2014 and 2015, is composed and documented by Noel Heroux himself. Following the harrowing departure from Hooray For Earth!, and Heroux’s own introspective (and quite negative) view of his and his peer’s musical endeavors, Mass Gothic became the personal outlet for an artist who wanted a tabula rasa in which to build himself up again. Armed with only his musical abilities (which span many instruments and disciplines) and a four-track recorded, Heroux embarked on a personal journey. Whether or not the destination of this journey is a success is up for interpretation, but nonetheless Mass Gothic is its own entity. It stands alone as an artist rebuilding and diving into something new (maybe not entirely new, but you get what I’m saying). Put on some headphones and jam away to the velvet goodness of this played-out indie synthpop, but don’t forget: you’ve probably heard it before.
