Do you watch television? If so, you probably know more indie music than you think you do. Well, maybe you don’t know it… or maybe you don’t know you know it, but it’s there. Some of it you might notice, some of it might just blend into your favorite teevee show and some of it will get relentlessly beaten into your brain by commercials that seem to air nonstop. The latter scenario with the inescapable advertisements is probably a lot more noticeable when done with really bad music like Toby Keith’s “Ford Truck Man” song or John Mellencamp’s “This Is Our Country,” both of which make me want the coasts to secede from the midwest.
When the ad guys don’t play up famous celebrity performers, but instead try to making a catchy ad by going to indie tunes, they typically get it right. Even though I didn’t remember who exactly was using the xx’s “Intro” in their Winter Olympics ad from 2010, I certainly remembered the spot’s existence and that I didn’t hate it even though it was aired nearly every commercial break.
All the people who scoured the Internet to find out who did the music for the commercial were in for a treat too. The xx’s self-titled debut album was a critical success, winning the 2010 Mercury Prize, honoring the best album from the UK and Ireland, beating out the likes of Mumford and Sons. They’re due to release their second album sometime this year. An album which, alas, can no longer place a track in this little countdown.