King Krule; A Breath of Fresh Air
Visual by Natasha Arnowitz
We live in an age where media is consumed at an astronomically fast rate. New projects are put out just as quickly as they are consumed, while new streaming services and albums are seldom able to satisfy our insatiable media appetite. This phenomenon is so present that when an artist doesn’t drop something new within a year or two they “fall off”. This mindset contributes to a music culture coalesced around the desperate goal of staying within the collective public consciousness. Artists release their own projects and appear on others’, solely for relevance. It’s not unusual for an artist like Drake to put out a whopping seven projects in four years (which he did) while featuring on a host of other projects. Enter King Krule, a breath of fresh air in an industry suffering from oversaturation.
King Krule, real name Archy Marshall, first came into the limelight in 2011 with the release of his debut self titled EP. It provided a dark, moody, and punk jazz influenced jaunt through his then 17-year-old mind; a portrait of a teen wise beyond his years. Moreover, it portended to the promise of good things to come. The EP led to the development of a small but intensely dedicated following, one that would grow through each new release. Marshall’s releases were spaced out by 2-3 years, a gap that would swallow most artists. Every King Krule release contributed to the growing mythology of an artist who rejected the traditional norms of the music industry, an artist who aggressively pursued his own path, and an artist who was in complete control of his unique aesthetic.
Part of the appeal of King Krule is the confidence he places in his art. When asked what he thought about Beyonce praising his music, he replied, “It doesn't surprise me. I think my music's good.” When later asked about his fanbase he had this to say, "I like my fans a lot. I'm my biggest fan, so they've got to compete with me." It’s nothing new to brag in music, but Marshall ISN’T bragging about his success, he’s bragging about the quality of his music. While these braggadocious statements may feel like the egocentric sentiment of a narcissist, they are backed up by dozens of critical reviews that offer unvarnished praise for the fiery haired artist. More often than not, it's those reviews, in conjunction with the music itself, that summons new converts to the church of King Krule. As opposed to a carefully fabricated persona crafted by publicists and PR agencies, in the case of King Krule, you are led by the music deep into the abyss of his persona and his world.
And what a world it is. Critics and converts alike appreciate the complex journey of getting there. On first listen his songs might seem superficially abrasive, But days later you find yourself returning to it, digging away at it until you like it. You learn to appreciate the multisensory world of his art, from music videos, to the packaging on the vinyl, everything is a cohesive vision. A vision that is entirely unique to him, and a vision that he is self assured in selling to you. His self assuredness really shows that for him, it’s ALL about the music. Marshall is not exactly a PR darling. Seemingly never one to enjoy promotion, he always appears awkward and blunt in interviews. Furthermore, he often expresses his distaste for “the enemy”, his endearing regards toward music journalists. His presence on social media is also scarce. With the instagram handle “edgar_the_breathtaker”, his social presence is as unrecognizable as his music. These factors set him apart from the artists whose instagram stories dominate your timeline, and provide a refreshing look into someone’s dedication to their craft.
Furthermore, he has a quite abstract method to consume music. When asked about how he feels about streaming in an interview for NPR, he replied “Streaming's cool, but... It's hard to get a sense of the artist nowadays. And the Internet's taken over. People can — not wing it, but they can kinda wing it. They can just be out here, having their whole persona online. I'd say gigs is the main way I like to listen to music. I like to feel the performance”. King Krule values the intimacy of his chosen medium, and wants you to get a sense of who he is through the art itself. Point being, everything about his public persona points back to the music. This reluctance to embrace traditional fame makes him authentic and rewarding to follow as a fan, and exponentially more enticing as a character. However, he refuses to let you in easily, and the only real way to get to know him is through his art. King Krule is a far cry from the watered-down attention craving artists who dominate the cultural landscape. He is a true hidden gem, not begging to be found.