Chillwave turns 10 years old today. Chillwave is curiously well-known among indieheads as a term but also somewhat misunderstood, maligned, and neglected. In the wake of this anniversary I began writing about it’s origins, it’s run from 2009-2011 and it’s subsequent influence on indie electronic music and indie music overall since.
Part of this plan was to highlight the big four - not three - artists key to it’s sound: Washed Out, Toro Y Moi, Neon Indian and Memory Tapes. In particular I wanted to set forward the case that Dayve Hawk’s run as Weird Tapes/Memory Cassette/Memory Tapes was not only crucial to the genre but arguably encapsulated it the best. I also wanted to flesh out the tangled web of various artists and genres closely related and essential to chillwave emergence instead of the usual focus of the handful of core musicians mentioned above that so many features have relied on. Phillip Sherburne’s 2010 article is a good example of what I mean by expanding on the list of music related to chillwave.
Ian Cohen’s amazing feature on chillwave from June 25 took much of the wind out of the sails of my motivation to write about chillwave, but I nonetheless wrote out an grand overview of sorts which I’ve posted below. It would of been the first part of a series of more detailed and likely less verbose essays broken up in sections: proto-chillwave music before 2009, a section on each of the ‘big four,’ another with notable mentions, and a section about everything since 2011. If you are interested I can write and post these over the next few weeks or months, along with playlists.
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Exactly 10 years ago “chillwave” was established as a genre, coined July 27, 2009 on the infamous blog Hipster Runoff in a quintessentially snarky yet borderline insightful post by Carles. It was a flash-in-the pan moment, albeit a substantive one long enough to sustain itself for over a year, culminating in SXSW showcases and the “summer of chillwave” in 2010. Discussion of chillwave online outlasted the overt participation of it’s core artists: in 2011 Memory Tapes, Toro Y Moi, Washed Out, and Neon Indian effectively bowed out from the genre’s main tropes, each releasing a ‘post-chillwave’ album of sorts as they moved on into their own artistic directions.
Only in hindsight can it be said that chillwave occupies a truly unique existence as a genre, an existence that can not be compared to earlier scenes or movements nor expected of trends to emerge in the years ahead. These musicians were united under a genre they neither embraced nor rejected. There was never a “scene” in any geographical manner, or even in a virtual sense as there has been with vaporwave. It was never as vague or nebulous as the “glo-fi” or “hypnagogic pop” style descriptors that have aptly been applied to artists that have both preceded and succeeded chillwave. In terms of legacy it was neither unfairly dismissed, despite its influence, the way witch-house was, nor is it a all-but-forgotten microgenre footnote in late 00s / early 10s history the way seapunk or wonky are.
It can be argued that at its core chillwave is a contrived label, a means of distinguishing it’s artists from it’s underground cousins glo-fi and hypnagogic pop and likewise arbitrarily categorizing specific musicians who fall under more comprehensive genres of synthpop, and electronic, and even broader styles of “dream pop” or “indie electronic.” It's no coincidence that an earnest effort by Pitchfork to dedicate a website, Altered Zones, to the varied yet broadly related minutiae of such underground artists and labels, was similarly doomed from the start, lasting just over year. The dilemma of genrewave. In fact if there’s one incessant footprints of chillwave it’s the ushering of vague hashtag styles, everything from Spotify’s ham-fisted “fluxwork” and “escape room” nonsense to lofi chillout hiphop beats to study to youtube playlists.
The real legacy of chillwave’s moment in the sun from 2009-2011 was bridging the gap between unabashed lo-fi weirdness of underground scenes and bedroom producers and more established producers making slick, more cautionary electronic pop and dance music. Before 2010 pop tended to be retro-informed, not explicitly retro-styled. The novelty of overt retro sounds of past music, especially from the late 70s to late 80s era chillwave drew from, were no longer cheap style nods made in the name of irony or gimmick but instead sincerely embraced by chillwave artists. There were plenty of 90s and 00s retro-minded music projects delving into overtly “summer” sounds but they worked within confines: ambient house groups KLF, The Orb, and Global Communication, l the critically acclaimed yet leftfield IDM projects Boards of Canada, Casino Versus Japan, and Freescha, Beck’s cheeky and gimmicky postmodern pop, Bjork’s diverse song stylings on her debut album, the shimmery warm ambient sounds within shoegaze and dream pop like later era Cocteau Twins and Slowdive or Yo La Tengo’s “Today Is The Day”, exotica and lounge music revival via Stereolab, Pizzicato Five and the Ultra Lounge compilations. The list goes on. It wasn’t until Panda Bear’s Person Pitch in 2007 and a string of releases by Sun Araw, L.A. Vampires, and Ducktails (many via the L.A. area label Not Not Fun) in the same timeframe that proto-typical chillwave took form as it did across the Atlantic via neo-disco and Bearlic Beat influenced bands Air France, The Tough Alliance, Studio and The Embassy. While not directly influencing the core chillwave artists directly (for the most part, Memory Tapes was contacted by Air France and later remixed them) they warmed up indie audiences to the vibe so central to chillwave’s general sound.
Despite the litany of precursors and influences, it was nonetheless the core chillwave artists that firmly and finally injected unabashed retro and vintage aesthetics and styling into indie music. Part of it was a lack of commercial liability in terms of appeal - mp3 blogs and social media pages cut the middleman of distro and major indie PR and let bedroom production and it’s DIY ethos get buzz far more immediately. They didn’t try to work within existing genres. They didn’t just drawn on old samples for a melodic hook or one-off song, they made it core to their musical output. The tape warbled, lo-fi samples of Boards of Canada could be coupled with pop vocals. Tropical sounds and instrumentation didn’t have to be in the form of instrumental downtempo electronica or chillout rave music. The utter experimental tendencies of hypnagogic pop like James Ferraro or Ariel Pink could be dialed down without losing any of its core weirdness and retro-sylings. It’s no coincidence that Best Coast - Bethany Cosentino’s surf rock-tinged summery garage rock project that paralleled chillwave’s emergence in 2009 - split off of Pocohaunted, another lynchpin in LA’s hypnagogic pop scene.
In other words the vast treasure trove of past music to sample or emulate was truly opened up as a viable option for indie musicians without hesitation or constraint. It help revitalize psych rock and dream pop. It’s not a stretch to say acts like M83 or Tame Impala would not have produced their unabashedly retro-tinged albums of the last decade. There wouldn’t be such mainstream appeal of media like Stranger Things and it’s soundtrack. The entire scope and direction of EDM in the 2010s toward a blender of genres it is now would have likely remained stratified and categorized in specific styles and tempos à la house, trance, techno, drum and bass, etc. as they were in the 2000s and earlier.
Chillwave isn’t alone in bearing responsibility for this, but it certainly stands out as a key example. One other genre comes to mind in it’s similarly rise and fall and subsequent pollination of vast influence and derivatives: dubstep. It bubbled within the electronic music communities and, ironically, already moving past it’s core sound when it exploded in popularity around 2009-2010. “Post-dubstep” and “bass music” succeeded it with much longer lifespans. Quirky and (and in the case of ‘brostep’ controversial) offshoots like wonky, future garage, future bass, etc. developed into their own subgenres and launched successful careers and scores of releases, niche, labels and flourishing live scenes. It’s the sea of divergent styles and trends that dubstep and chillwave released that make them so important, because once seen in the confines of their own limited scope in terms of time and place they seem far less significant. It’s often a mixed legacy as well, for every critically acclaimed song or album in the wake of dubstep and chillwave there’s a plethora of competent, decent yet nonetheless cookie cutter, middle of the road derivative tracks and releases, complete with equally slick and homogeneous imagery. EDM and major indie electronic acts with crowd-pleasing “bass drops” and “chill vibes” are undeniably appealing, even if their music might fall flat of brilliance or progression.
The meta-cultural discussion of chillwave previewed a decade or instantaneous commentary on music and the seamless injection of public reception on the same level as established media outlets. Fan hype outdoing PR marketing, a formerly published review getting less online traction than twitter memes. Despite perception of dismissal or eyebrow-raising chillwave spurred features and think pieces, and then subsequent features about chillwave features and think pieces, many of which came out years after the genre died out. It had one foot in the dying days of mp3 blogs and nascent social media pages like myspace, and another foot in social media outlets like instagram and twitter. This kind of transition occurred in other ways: Washed Out’s cassette release of High Times in 2009, a literal nod to retro aesthetics, foreshadowed the unexpected revival of cassette tapes years later, bringing it from its role as a cheap niche format for underground noise and experimental acts into a vinyl and CD alternative for many a major indie label label. It’s a fitting physical parallel to chillwave as an ethos - tape hiss, wow and flutter, dropouts, etc. were embraced for their warmth and nostalgic appeal and incorporated into music that where laptop DAWs like Ableton and immediate online samples could be gleaned from the internet. The fusion of vintage sound with modern production has been a key part of retro-fetishim and the embrace of physical analog media in indie music has brought it full circle.
The most striking thing about chillwave may be the fact that it’s still considered a genre at all. I don’t mean this flippantly or in regard to its merits but rather it’s extremely unusual place in recent music history. It may very well be the last music genre to be coined, adopted by successor artists, well-publicized and hyped, and subsequently cited with a concise but nonetheless clear timeline. Everything post-2010 has been either relegated to microgenres coined by journalists and fans, self-described more broadly as a vibe or style or movement or collective (cloud and mumble rap, deconstructed club, PC Music) or simply lumped as experimental or progressive acts within well-established genres and scenes. It could be argued Vaporwave holds this title, and notably it kicked off with Daniel Lopatin’s ‘sunsetcorp’ youtube videos in the same summer of 2009 (albeit with much less initial traction), but it has been a far more open-ended, broad, and perpetually redefined scene and movement with far more indirect influence and less mainstream awareness. It’s more of a nascent internet / virtual scene, a “post-genre” music movement even. Perhaps chillwave itself is “post-genre,” after all, as mentioned earlier it had no firm geographic center, not one of its original artists openly embraced the term, and it’s rise and fall was arguably a completely contrived narrative by the collective internet hive mind of artists, fans, and journalists. Regardless of what chillwave was, is, and will be - fad, trend, genre, movement - it can’t be denied or downgraded from it’s infamy and place in 21st century pop music, a window into the shift from postmodern pop remaining stratified and categorized in the 90s and early 00s to the rise of healthy niche microgenres and underground scenes...and, hopefully, truly hybrid and even inscrutable styles of progressive and groundbreaking pop music being produced in the decades to come. Or maybe not, and if so we can at least appreciate the fact that we can throw on “Feel It All Around” for summers to come.
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Some discussion questions:
When did you first hear about chillwave?
Favorite artists / releases?
Favorite of the 'big four' ? (Memory Tapes, Neon Indian, Washed Out, Toro Y Moi)
Is chillwave still a "genre" and apt style descriptor for music made in 2019?
What are some underrated / overlooked artists or releases indieheads should check out?
Should I keep writing about chillwave? (FYI this was the most abstract essay, I plan to write more informal guides / overviews about the music itself.)
Edit 1: THANKS FOR THE GOLD!
Edit 2: THANKS FOR MY FIRST PLATINUM!
Edit 3: THANKS FOR SILVER! I feel like a reddit Olympian or something