Foster The People's "Pumped Up Kicks," and going "mainstream"

Pop & Circumstance: Foster the People and the art of the mainstream crossover

Foster the People have certainly seen pumped up sales in recent months. Photo courtesy of the artist's website.

Foster the People have certainly seen pumped up sales in recent months. Photo courtesy of the artist's website.

Here’s a secret: The first song I ever “Shazam’d” on my iPhone was off of the University of Pennsylvania’s independent radio station, 88.5 WXPN. It was May 2011 (with a 3Gs, nonetheless) and I was pretty behind on the whole smart phone thing. I heard the catchy beat and the low-key vocals and whipped out the app faster than you could say “Don’t text and drive.” “Foster The People,” I read from my brand new electronics device. “Pumped up Kicks.” Cool.

I got the band’s album, “Torches,” a month or so later. I blasted “Houdini” while I cleaned my apartment, “Life on the Nickel” while I pre-gamed with friends. “What a great record,” I thought to myself. “These boys might really make it.” When I saw them on MTV2, I smiled. They were cute, too!

I sort of forgot about Foster the People for a little while. I had played out the album on Spotify and was onto other summer songs, like the new Bon Iver and Lady Gaga’s never ending stream of singles. The next time I heard “Pumped up Kicks” was on Q102, Philly’s Top 40 radio station. The next thing I knew, they were nominated for Best New Artist and Best Rock Video at the 2011 MTV Video Music Awards.

And thus, the popularity debate continues: Can you maintain cute indie boy cred while rising to the top of the pop music charts? Can hipsters still enjoy listening to their favorite bands long after they’ve made it onto a “Twilight” soundtrack or gone home with a VMA moon man (or four)? Or will they just feel a boatload of anger and guilt?

Foster the People burst on the L.A. scene two years ago, starting out with mega blog hype about the three-part band, snagging a 2010 performance at South by Southwest, and continued on with a mention on NPR’s “All Songs Considered.” Some might call them an overnight sensation, causing many early fans to question if Foster the People is considered to be indie.

Even big name indie-rockers like Death Cab for Cutie, who had a very slow rise to the top throughout the 2000s, have never been played on my local pop station, or nominated for a VMA. In fact, fans of Death Cab went a little nuts after they dropped indie label Barsuk for major Atlantic, therefore dropping their literal “indie” label. Foster the People, however, is signed to Startime International, a division of Columbia Records, among music makers like Passion Pit, the Futureheads, and Peter Bjorn and John. You don’t see any of them at the VMAs, do you?

For comparison, Death Cab has 52,000 Twitter followers and has been around the alternative scene for over a decade. Foster the People, still fostering their place in this crazy-mixed-up world of music, has 67,000.

All sounds aside, when does an artist cross the line from “indie” to “pop,” or “popular?” Leave your opinion in the comments.

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Allison Berger is a Philadelphia-based writer and a pop music columnist for Reverb. Check out more of her writing here.

  • Sarah Powell321

    To be honest, I’m pissed off that “Pumped Up Kicks”, NOT just Foster the People, is mainstream.  Living in LA myself, I can remember hearing about a great indie band that only a few people knew about.  It was great having a secret favorite band!  But then “Pumped Up Kicks” went mainstream.  (And let me say, that song is the worst song on “Torches”, in my opinion.)  It’s great to see them become even more successful, but the fact that 13 year old girls are blasting this song, not to mention being oblivious to the meaning behind it, breaks my heart.  It seems to me that our younger society forgets what music is all about: how it makes YOU feel.  Not liking a song just because it’s popular.  But because you YOURSELF like the beat and rhythm and you YOURSELF understand what the artist is trying to say.  Not just because it’s on the top 40 playlist. 

  • Adecmr

    Ehh, why does it matter that they’re going mainstream? If you’re truly a fan, shouldn’t you be excited to see a band you like garner more fans and a vast amount of success? If you think otherwise, that’s a little selfish, don’t you think? They should make some money too. Most importantly, music is meant to be heard by everyone, not just you! So, just listen to their music and stop complaining! Foster the People are soo rad! Can’t wait to see them in Scottsdale on 9/13! I love their video for Helena Beat.

  • http://www.facebook.com/people/Thomas-James-Say/1542993040 Thomas James Say

    I, for one, am glad Foster the People is getting so much success, and I hope they keep creating more great music. I’m not gonna bash a band because lots of people besides me enjoyed their song.

  • http://www.facebook.com/profile.php?id=1262092310 Dim Mang

    Liking a band because it’s popular/unpopular or because it’s in a certain genre, is pure stupidity. Music is not about whether or not they were nominated for an MTV Music Award (They should have WON), music is about everyone listening to something, without being lost in translation. Music is a language that we can all understand. I personally think artists cross genres and whatnot, when it’s time. They crossover when people care enough to share their music and how amazing they are. With that, Foster the People is an amazing band that I loved when none of my friends or my school knew about it, and now they do, but I still love it and probably never outgrow it. Why? Their music is addicting and sensational!

  • Fosterfan

    I think Mr Foster has already answered your question–”Call it What You Want”

    My experience of discovering these guys was much the same as yours. Can’t wait for rest of world to catch on to the depth of talent here.

  • FosterFanToo

    Mark Foster worked his ass off in LA for 9 years trying to make it.  This time last year he was delivering pizzas.  (He also toured as Andy Dick’s guitar player, writing and recording a lot of music with the actor.  In fact you can even see him as a “band member” in Dick’s web series “House Arrest” check it out here: http://www.atom.com/funny_videos/house_arrest_201_odenkirk ).  After many failed attempts to sign a major deal, he finally did and the label put the band “Foster The People” together.  They were an overnight success because they were pushed by a major label – plain and simple.  Mark deserves all the success in the world for the hard work he put into his music.  He wanted this.  However, they were never an “indie” band.  Startime records, a subsidiary of Columbia, made them famous.  They took a well written, catchy tune, recorded it and paid promoters to put it on the radio.  Plain and simple.  It’s nothing to be ashamed about, but c’mon, let’s be real here.  If you thought “Foster The People” was indie, it’s understandable, they have an “indie” sound, I guess.  But if your label is owned by COLUMBIA RECORDS your band is not indie.  Ever.  

    • Fosterfan

      Thanks FosterFanToo, although alarmed by the association I had been looking for some footage of Mark with Andy Dick. Not stuff I would normally be going through. Also trying to find Mark’s commercial spots–Chevron gives him credit on their We Agree ads on Youtube (composed, arranged, and played every instrument himself), have a good idea with the Honey Bunches of Oats and Muscle Milk, can’t figure out which Verizon is his.
        

  • Joseph M.

    What if indie in general became mainstream?