The 2017 Journal (Feb-March Edition): Talkin’ Amaranthe’s Maximalism

Yeah I know. One month into this 2017 journal experiment and I missed my first deadline at the end of February, I knew it would happen at some point, just hoped it wouldn’t be till later on. So, a broad recap of those past two months: February was rather quiet music wise, I only reviewed two albums and felt pretty blah about a host of others. I guess sometimes the journal will reflect that there simply wasn’t a lot to talk about metal wise during certain parts of the year. Unlike 2016 where the early months were packed full of new music, 2017 took its time getting going, with the majority of my attention being devoted towards releases from March. That most of these have been from new (to me) bands is particularly interesting, and hopefully a trend that continues throughout the year.

 

Speaking of 2016 however (that year that just won’t go away), it may not have been lost on some of you that I had never written a review for Amaranthe’s Maximalism that came out in October. I remember that we ended up talking about it vaguely on the MSRcast as well as its sister podcast Metal Geeks, but that was the extent of my public discourse on a band that I’ve been pretty vocal about supporting, at least in a devil’s advocate/contrarian way (although its probably not too contrarian if I genuinely enjoy their music). Why was this? Particularly when I was so loquacious on their previous albums The Nexus and Massive Addictive. Well Maximalism was a more radical amalgam of Amaranthe’s disparate influences than anyone, including me, could ever imagine, and I’ll admit that my first few listens threw me into a state of confusion. I remember just how uncomfortable the album initially made me feel because my pop-loving self was responding to several aspects of it, but my analytical metal reviewer side was going “No… nope… guys this is going too far…”. I leaned in favor of shelving it until I could clear my decks of other new releases and properly consider it with the benefit of time. Come February, I found myself listening to it anew.

To kill the suspense, I’ll admit up front that the album has grown on me considerably, and while its not my favorite of theirs (that being 2014’s Massive Addictive), it does have enough hooky ear candy to be fun. But I’m weird like that, and have a high tolerance level for the band’s pop inclinations, even when they overwhelm everything else. And wow, was Maximalism full of those (making good on the meaning behind its title); from the Queen meets Gary Glitter stomp of “That Song”, to the most EDM they’ve ever sounded with the Ibiza remix ready “Maximize”. Those two songs represent the spear tips of what has been a further shifting away in sound from as I once described it, a “blend of Euro-pop/American radio-rock with metalcore-lite dressing”, towards a more overtly stadium rock/dance approach. But the rest of the album is more wide ranging than their previous three in terms of every aspect of their sound —- the metalcore tracks are the heaviest they’ve done, the aforementioned pop structured tracks are more hooky and contagious than anything they’ve done before, and the electronic textures that previously would accent their songs have been laid on as thick as possible. Stupid me, the band even advertised this: They called the album Maximalism. Duh.

 

 

This 360 degree expansion of their sound makes for a wild and unpredictable album for sure, and also one that will further disgust and appall their critics. We’ve discussed the latter quite often so I’ll avoid it here, suffice to say that perhaps Amaranthe deserve credit for staying in their own lane and not trying out passing trends in hope of catching something that sticks (such as adopting a faux Gothic approach in an attempt to win over Within Temptation/Nightwish fans). But an album like Maximalism is also one that honestly confuses me, as much as I do enjoy it, because I can’t fathom for what audience something like “That Song” was aimed at. Hey I’m not picking on it, it really grew on me after my initial balking at its sheer audacity, but its arguably the most divisive song of their career, and to release it as the first single was a ballsy (and possibly reckless) move. Not only are its lyrics as awkward as a gawky teenager at his first middle school dance, but its hard to know for what audience it was geared towards. Now… I realize I’m making an assumption, being that Amaranthe aren’t simply expressing themselves artistically through which “That Song” was a natural byproduct of that process. But c’mon, lets get real here, it was their first single, and this is a band that does have a sound with the potential to achieve mainstream radio/chart success, and regardless of the band’s own intentions, that much is inarguable. If you haven’t heard it yet, take a listen:

 

[youtube https://www.youtube.com/watch?v=yR05g0Co7W4&w=560&h=315]

 

So lets ask the hidden-elephant-in-the-room question: Does anyone think that “That Song” sounds like something that would fly on American modern rock radio? For all its commercial sheen, I think existing formats work against it, and though only the band and their management can confirm whether or not it was serviced to terrestrial/satellite radio as a single, its lack of impact on any American radio chart speaks volumes. I couldn’t even find any concrete evidence of it making an impact on Liquid Metal, SiriusXM Octane, and any other major satellite radio shows. This is a step backwards from the dent they made in 2014 with “Drop Dead Cynical” off Massive Addictive, which actually hit #1 on Octane. It was a single that seemed to strike that sweet spot within the American radio mindset that has allowed a band like The Pretty Reckless to actually have major radio hits (as opposed to just YouTube video views). The disparity between these two songs might seem negligible upon first glance, but if you take another back to back listen to both singles, you’ll get a sense of why “That Song” has failed to be anything but for prospective fans. Now my perspective is limited to being an American based rock/metal fan, who’s observed its rock radio culture for many years as much as possible from the outside in. Why the single hasn’t taken off in the wildly diverse radio markets of Europe, I have no idea, but the fact that it hasn’t should worry Amaranthe and Spinefarm Records.

And then only recently, news came from the Amaranthe camp that clean vocalist Jake E Berg (Joacim Lundberg) was going to sit out the upcoming tours —- not unusual for guys in metal bands with children at home. But in February the break soon turned into his permanent exit, an odd turn of occurrences for someone who was a huge part of the band’s songwriting. I was honestly stunned, because I’ve always viewed Berg and co-founding guitarist Olof Morck as the nucleus of the band, both musically and conceptually. Elize Ryd had become a part of that team in recent years, and judging from statements from Berg himself in a Bravewords exclusive, her increased role in the songwriting team might have edged him out:

The first two albums (self-titled debut and The Nexus) were exactly what I wanted the band to sound like; a mix between those Soilwork-like guitars and melodic Bon Jovi-type vocals combined with a female voice. Different elements combined, but the main thing in the music was the metal base. On the Massive Addictive album it started to change into something else that I didn’t really control, and you can hear the songs that I was more involved in working on are very metal. When we started working on the Maximalism album I found that it wasn’t the Amaranthe I had helped create at the start. It wasn’t my vision at all and I realized that I had to be true to myself.

– Jake E Berg (Bravewords February 8th, 2017)

After I read this interview, I went back through Maximalism only to realize that sure enough, Berg just didn’t seem to be on a lot of the album the way he was in the past. Ryd and surprisingly screamer Henrik Englund were the dominant voices throughout, and it did seem that Berg’s vocal role had been minimized overall. I guess I hadn’t noticed it before because he was on the album’s most prominent tracks, and he has a starring role on “Break Down and Cry”, one of the stronger tracks in the latter half of the album. But to his point, he laments the band’s drifting away from their central metal sound, and while many will scoff (or politely say, that’s debatable) I get what he’s trying to articulate. This doesn’t sound like the Amaranthe of the first two albums, where everything was fused together in some kind of Magic Bullet audio blender —- as I pointed out before, the disparity on Maximalism is very noticeable. Some of these songs are essentially pop/dance songs with guitar window dressing, free from metallic riffs serving as structural song elements. Regarding his take on Massive Addictive being the start of Amaranthe’s musical identity crisis, I’m a bit surprised, because their touching on classic 80s pop/rock on that album (“True”, “Over and Done”, “Trinity”) was a refreshing change up, and he really stole the show on the ballads in particular, his voice hitting emotive inflections you never expected him too. But its his perspective that matters most, and he felt otherwise.

 

 

I’ll say this plainly here, but Berg’s departure is a huge blow for this bandSure, he wasn’t the most powerful vocalist and could sound thin in live situations, but his performances on the albums were always spot on. He has gone on to form a new band called Cyhra with ex-In Flames stalwarts Peter Iwers and freakin’ Jesper Stromblad (the fanboy in me is squeeing), a strange combination for sure but one I’m completely excited for. He has also surprisingly relaunched Dreamland, his old Swedish power metal band that made some minor waves back in 2005 via a pretty decent debut in Future’s Calling (purists will remember this as Ryd’s first time singing with Berg on “Fade Away”). Time will tell how Berg’s departure affects Morck and Ryd’s songwriting approach (if at all), but clearly his decision was unforeseen by even the band members themselves. Ryd seemed genuinely surprised, and the experience has led to her recent interviews being far more revealing and introspective than I’d ever expected to come from her. Maybe I’m wrong about this, but this could simply be a situation where Morck and Ryd found themselves naturally leaning in their more pop centric direction without realizing how it was alienating their songwriting partner —- a natural drifting apart as opposed to something personal or intentional. Either way, its a shame.

They probably don’t realize it, but I think Amaranthe are at a crossroads here. While their accomplishments are certainly nothing to so glibly dismiss, registering only a half a million in total sales over their entire four album discography is probably not as much as their management and label had hoped for. They should’ve been burning up the charts in Germany, but even there they have yet to crack the top 80. In Sweden they have only just hit the top five nationally (keep in mind that In Flames have regular number one albums here). This is baffling, but maybe there’s a lesson lurking amidst the confusion here —- that in creating a sound that could attempt to straddle genre boundaries and reach out towards extremely varied audiences, they under extended in both directions over time. Maybe there was a limit to the number of people who were liable to get hooked in through pop hooks and stay for the heavier end of the band’s sound. And maybe they were just too bizarre for radio programmers to see how to fit them in, and perhaps their overly glossy Patric Ullaeus videos simply turned more than a handful of people off (proving this —- their best video, for “True”, was devoid of Ullaeus’ annoying penchant for glitz and glam). The video for “That Song” features Ryd in dance-pop choreography mode, complete with backing dancers moving in unison, inter cut with Ryd dancing whilst holding headphones to her ear. Its a bold series of visuals, nicely filmed ones at that. But its the kind of imagery that is alien to most young rock and metal fans, imagery that leaves them feeling left out, defeating the point of heavy music in the first place.

Pour Some Sugar On Everything: Amaranthe Return With Massive Addictive

Depending on your perspective of Amaranthe, you’re either really excited for Massive Addictive, or really, really agitated at the mere thought that this unlikely band of Swedes has gotten popular and successful enough to warrant a third album. They are certainly notorious for the sheer contentiousness that surrounds any discussion of who they are and what they do. When I reviewed the band’s previous album, The Nexus, I dug into the career bios for band founders Olof Morck and Jake E Berg, both profiles of musicians that had toiled in relative obscurity for a decade of time before meeting up with Elize Ryd and arriving simultaneously (I’m assuming) at their viola! moment. A cynic could look at Morck and Berg’s creation of Amaranthe as a concoction geared towards commercial viability and broader appeal than anything either had been involved with in the past. They also wouldn’t be that far off the mark. There is something about Amaranthe’s conscious marketing design that raises red flags among the most forgiving of critics and metal fans —- check out one of their numerous absurdly flashy music videos (all directed by that king of gloss, Patric Ullaeus) and try to remember that they’re a metal band.

 

Beyond image, the band’s self-described “EDM meets metal” approach is built upon a softened metalcore foundation that will resonate with rock audiences (and rock radio at that), along with pure pop songwriting that supplies massive hooks with catchy verses, and two appealing clean singers that do enough to keep the attention of those put off by the rather tame growling vocalist. The “EDM” aspect of their sound only comes into play through the sheen studio production they coat all over their studio albums. In other words, its not interwoven into the fabric of their songwriting the way it was for say, the indie band Tegan and Sara, when they co-wrote two crossover EDM/indie rock songs with DJs Morgan Page and Tiesto; or for a band like The Prodigy who married hard rock sounds with pure techno long before anyone realized it could be done. There’s nothing really wrong with Amaranthe’s approach, except that it exposes their “EDM” tag as somewhat of a misnomer, and to a particularly cynical critic, it could be seen as an easy out for the band to simultaneously disguise and justify just how slick and polished their take on metal is. I’ll provide a more forgiving perspective, one in which the band has grabbed hold of their new hybrid “EDM/Metal” label as an easy, painless way to deflect critics and for the band to distance themselves from other female fronted metal peers that operate in more classicist territory ala Within Temptation.

 

All that considered, its amazing just how successfully Amaranthe works as a Frankenstein-esque project, stitching together disparate parts to create something that actually works (surely a monster to many). Morck and Berg combine their experiences in both power metal and melo-death to serve as their musical palette, and are malleable in their songwriting to sketch out smart, unobtrusive, accentuating uses for harsh vocals (courtesy of new screamer Henrik Englund), as well plenty of spotlight time for the completely un-metal Elize Ryd’s sugary, ABBA-Swede pop vocals. Ryd is obviously a necessary component in this whole equation, as its through her unremarkable but pleasant vocals that the band channels their poppiest sensibilities, allowing Berg to deliver his clean vocals as a melodic counterpoint or harmony double up. In typical Amaranthe fashion, Englund’s harsh vocals tend to be used as a counterpoint —- he’s only given one opportunity to handle lead vocals (on “An Ordinary Abnormality”), but of course he’s kept off the chorus. Ryd and Berg command the vocal spotlight of Amaranthe, and it has to be said that their voices tend to sound great together, his vocals are melodic and capable enough of soaring highs as hers, but he’s working in a slightly lower register so as to be complementary, not overpowering. I’ve always had mixed feelings on Ryd, finding her the least impressive vocalist of the three —- and I’ve long contended that she’s used metal as an easier springboard to fame and notoriety than she would have had through trying to make it as a pure pop singer. Its not a criticism, just an honest observation that I’m confident other discerning metal fans would agree with. Do an eye/ear test —- does she radiate metal in any way? Kudos to Morck and Berg for sculpting out a role for her and selling it convincingly (seriously, props).

 

On Massive Addictive, the band don’t change up the formula they first dreamed up on their debut and expanded on The Nexus, seeking only to further refine the elements that worked and ditch the clunky stuff that didn’t (there’s nothing as awful as the bubblegum “Electroheart” on here). The album’s pop highlight is “Trinity”, the second single that smartly balances chunky-riffs and harsh vocals with a exquisitely sculpted chorus boasting a hook that absolutely will not leave your head. Its musical candy, and that’s what we’re here for right? To rot our ears with the musical equivalent of junk food, because try as I might I cannot understand what these lyrics mean in the slightest —- are they talking about their roles as three singers? Hmmm… no that doesn’t seem to fit. What about this stanza, “As we break the chains of might / In dependence of the fire / Give up, this ground sterilized for all time” —- anyone got any ideas? There’s a huge suspicion on my part that Amaranthe often write lyrics phonetically, choosing words for their alliterative value within the context of a lyrical line or stanza rather than their inherent meaning. Its like how Paul McCartney used dummy lyrics for “Yesterday” (“Scrambled eggs, oh, you’ve got such lovely legs”), except that in this case Amaranthe never bothered to go back and revise their diction and you know, actually say something with most of these songs. On “Dynamite”, another album highlight through its rhythmic micro-hooks, we’re given another dose of nonsense in the lyrics during the refrain: “Come on believe me /You can’t deny /From the blaze in my eyes /I am hypnotized and /I can achieve it /I will arise /Like the fire in the sky /I am dynamite”. Look, I know I’m a lyrical grouch of the highest order (imagine me in a trash can and call me Oscar… actually don’t), and I’m aware that this approach works for pop music, but a little more effort on the lyrics of these upbeat tracks wouldn’t go amiss.

 

Its the slower, mid-paced ballads where the band executes particularly well in all aspects, lyrics included, such as on the surprisingly restrained “True”, where Ryd and Berg are at their emotive best. There’s a wonderful chorus to enjoy there: “This is the time for chasing my desires / Whats in my heart is true”, where both words and melody are extremely well written and emotive, highlighting some really deft songwriting. The same goes for another excellent ballad, “Over and Done”, this more of the embittered and love-lorn variety where a nicely done lyric crops up as well: “Over and done, a changing of seasons / The sun that ignited all our feelings is down”. Berg takes the lead here and its worth noting just how much he stands out apart from other male clean vocalists within metal through his ability to appeal to fans of simple rock music. I suppose I’m suggesting that he has a slightly Americanized bent to his vocals, and that statement in itself will turn off many who are used to power metal’s varied cultural accents and intonations. Fair enough, but it still leaves him as a rarity within metal, alongside other singers like Tom Englund of Evergrey in their ability to crossover to a radio format (surely a boon in Amaranthe’s case). I’m also very partial to the album closer “Exhale”, a catchy song built upon a heavily alliterative chorus where the lyrics are actually well written and seem to suggest someone’s search for spirituality. There’s a pattern here: When the band attempts to write fast, uptempo songs they’re so concerned with the ear-wormy factor in all aspects that they relegate lyrical meaning as an afterthought. I suppose that’s all irrelevant when they’re played live to a dancing crowd (er… no, that’d be headbanging right? What do they do at Amaranthe shows?).

 

 

The album isn’t without missteps though, nothing gravely serious but there are a handful of tracks that either don’t work as pop songs or have annoying tendencies that overpower their enjoyable parts. I’m referring specifically to “Danger Zone”, where a boy-band grade chorus is sandwiched between some very boring harsh vocal led verses; as well as “Unreal”, a song that reminds me of the worst aspects of modern day In Flames with the album’s flattest chorus to boot. There’s also something bothersome about “Skyline”, where I guess my expectations were higher because the title reminded me of Bioshock Infinite (skylines… some of you get it) —- a strange reason to cite but also I’m simply bored by the song, unlike the game. Still, on a twelve track album, there are seven songs that deliver precisely what you’d want from Amaranthe , and four of those are actually pretty great. Not a bad ratio overall, and Massive Addictive is the sound of a band getting better at what they’re doing —- even if it may not be everyone’s cup of tea. I’ve written in the past about the value of Amaranthe as a gateway band for non-metal fans to enter our world, and with this album that gateway has only gotten bigger. If someone gets hooked in with a song like “Trinity”, only to find themselves checking out Kamelot via Ryd’s connections to that band, which causes them to love a masterpiece such as The Black Halo as much as I do —- that’s a win. Metal needs gateway bands to survive, and even though Amaranthe are pushing the boundaries of acceptability in our beloved genre, they surely deserve some grudging acknowledgement for filling that role.

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