LoCash, formerly known as the LoCash Cowboys (let’s be honest, there wasn’t a lot of cowboy about them), have launched 2015 with a new name and a brand new single, on a new record deal with a label that just opened a Nashville division (Reviver Records). They previously released music under hick hop label Average Joes and became known as one of the more grassroots acts making fairly awful bro-country music. Luckily, because they were on a relatively small label, the likes of ‘C.O.U.N.T.R.Y’ (well that’s annoying to type out), ‘Hey Hey Hey, ‘Chase A Little Love’ and ‘Little Miss CrazyHot’ (shudder) didn’t tend to chart higher than the top 60 (although 2010’s ‘Here Comes Summer’ and ‘Keep In Mind’ are respective top 50 and top 40 exceptions). They also had a hand in writing Tim McGraw’s oft-bemoaned hit ‘Truck Yeah’. In fact, the only track of theirs that could be considered well-written lyrically is their most recent one, 2013’s ‘Best Seat In The House’, about a man who loses his dad during his childhood but trusts that he is looking down on him from Heaven. It shows, quite clearly, what the duo are capable of but choose not to channel for their usual releases.
New single ‘I Love This Life’ unfortunately marks a return to idiotic clichés and a shit ton of auto-tune. “I love my small town world, I love a country girl” the chorus boasts proudly, “I love a Friday night, man I love this life. The sound of an ol’ dirt road, rolling through my mind, man I love, man I love this life,” it continues, announcing its preference for well-trodden paths and complete unoriginality like a badge of honor. In fact, the whole thing takes that joke about laundry list clichés to its fullest extent, as the lyrics read like bullet points provided to a seven-year-old when asked what things they like. “I love my boots broke in, I love my camo hat, don’t mind a little paint on my jeans, yeah I roll like that”, it proclaims. Well, damn. You must be a total rebel to actually wear jeans that aren’t pristinely washed. There’s a token verse about “little hotties” after the first chorus, explaining, “I love that country bar where they know my drink, the way she throws her hand up when that cover band plays. I love that taste of her lips when she’s been sipping that wine, I still get drunk on her every time.” Wow, way to throw out the rulebook guys.
In fact, the whole thing reads like a check list. First verse, outdoor lifestyle, with references to driving and the radio. Chorus, as generic a summary as we can get. Second verse, hot girl, with references to bars and drinking. Chorus again to hammer home the point. Then third verse sentimentality, with special mention for family (especially deceased relatives), growing up and faith. Back to chorus so we really don’t forget they freaking love… this stereotype. And then refrain, again and again and again, just in case we didn’t get it the first several times. Really, this is an exercise in parody writing except it’s totally serious, with nothing about this coming from the heart, just pandering very logically towards a certain demographic. And while music is often a huge part of the corporate world, it would be nice if it didn’t feel that much like blatant advertising fodder or some shitty TV jingle.
It’s probably not even worth talking about the music. It’s full of synths (including the “banjo”), drum loops, and some really awful guitar part with a terrible pedal thrown on it. It is about as unique and creative as my own personal excretion. Yeah, I said it.
I hope this song and this band go away until they’re ready to make some actual music that doesn’t desecrate the meaning of the word.