You know, it's funny, I think that I've said more about the phenomenon that is Maddie & Tae than their actual music itself.
Then again, I don't think I'm alone in that fact. When 'Girl In A Country Song' smashed into the country scene in the second half of 2014, it was seen as the long-awaited backlash to the sputtering phenomenon of bro-country, and even though the girls themselves were rather coy about the issue, it certainly inspired some anger from the bro-country set. After all, according to them, who wouldn't want to be a girl in one of their country songs?
Now I was a lot more sceptical here, and that had to do with the people backing them, albeit circumspectly: Big Machine, run by Scott Borchetta and the label responsible for introducing the world to Taylor Swift. But with Taylor Swift leaving country for pop, Borchetta knew he had to fill the hole in the country market, so why not introduce a country duo who could replace her, also wrote all of their own songs, and had easy marketing as the tide was turning on the bro-country he helped push to market? Play both sides against the middle, and rake in the cash.
This had been my hypothesis about Maddie & Tae last December, when I made my Billboard BREAKDOWN Special Comment about their success in the context of 'God Made Girls', that piece of overproduced junk from RaeLynn that at the time was on the rise. And I had originally seen Maddie & Tae and RaeLynn as two sides of the same coin replacing Taylor Swift - one would be the confrontational group willing to pick the fight, the other would cater to the more demure, more conservative Christian demographic. But a few important things happened since then that changed the script: RaeLynn dropped off the face of the earth; Maddie & Tae released their second single 'Fly' which proved they could reach that softer market; and most interestingly, they started pushing back. They spoke out against the increasingly stiff nature of modern country production and reportedly fought for more of a neotraditional country sound on their debut album. So okay, you've got me interested, how does Start Here turn out?