I’m not Rascal Flatts’ biggest fan, by any means, in fact I think most of their songs sound the same and they are way too pop for me to stomach (plus how creepy are most of their publicity shots, right?), but I’m not too proud to admit I have enjoyed many a Rascal Flatts song in the past, they know how to pick ‘em. Which is why them releasing ‘Rewind’ and coming out with this bullcrap about a new era, a new sound, a new image etc (blatantly Big Machine’s attempt to mould everyone into plasticine puppets – just like Tim McGraw) is so ridiculous – it’s just not a great song. Sure, RF may often sound the same and they’re too polished for me (I like a bit of grit – rawr) but at least they know a solid track when they hear one. Apparently not for whomever picked this.
‘Rewind’ largely has production issues. Sitting on an R&B drum machine beat and mostly-muted acoustic guitar, they throw a horribly warped pitchy electric guitar riff in there to make it sound as unsettling as they possibly can. Great plan for what is clearly meant to be a bro-country summer song. Then there’s the pitch correction and the editing on everything. I don’t know how something can sound so eerily sparse and one-block-of-noise compressed at the same time but they’ve managed it. Maybe that’s what they were going for.
Lyrically it’s full of summer love clichés with a twist of “un”ing and “re”ing it all – turning back time, rewinding, etc, we get it. It goes on just a little too long, and while when it comes to bro-country standards this theme is alarmingly innovative, it just doesn’t wash really with me. It’s too generic, too much of trying to get into the in-crowd. They’re trying to be clever, and it simply doesn’t work. Musically this song could blend on the radio so well you wouldn’t even know it was there. It’s so bog-standard pop-sounding the only thing that makes it distinctive is the awful production, and the less said about that the better. I mean, perhaps I’m over-doing it on the criticism. I can see plenty of people lapping this up cause it’s fairly pleasant on the ears and doesn’t challenge anyone – it’s just bland, boring and uncreative, and that’s where I find my problem. They’re trying too hard to ramp things up again, and what Scott Borchetta has done for RF and Tim McGraw is he’s screwed with what works and done a really poor job of presenting something new.
Get it off my dial (or internet page, what’s a radio again?).