Beefs 2011: The Avalanches Call Out Bon Iver's Justin Vernon for Endorsing Whiskey
Published Dec 05, 2011Last week, some quotes surfaced that portrayed Bon Iver's Justin Vernon as a dude who doesn't really care about his Grammy nominations. Speaking with the New York Times, he said, "98 percent of the people in that room, their art is compromised by the fact that they're thinking that [they're going to win]." Now, long-absent Aussie electronic collective the Avalanches have stepped up to bat for the awards, calling bullshit on Vernon's complaints.
Looking for a Monday morning Twitter war, the Avalanches called out Justin Vernon for appearing in Bushmills' ad campaign.
"A musicians 'art is compromised' if he/she desires a grammy ..but endor$ing a product with proven devastating health risks is ok?" the Avalanches wrote, adding, "a product which kills 100k p/a in the US alone..man kids look up to you. # rememberwhenitwascoolNOTtosellout."
Justin Vernon wrote back, asking, "do u drink whiskey?" Then, the Avalanches replied, "actually vodka is more my thing, but this aint no rock n roll pissing contest. i have seen alcohol destroy many families ... including my own.. and you are making money off this shit. dont try and justify it."
While it's fun to imagine the Avalanches as a band of semi-straight-edge, self-righteous punk kids, it seems kind of hypocritical to call out someone for endorsing a product that they actually enjoy. Maybe the Avalanches are just holding out to win a Grammy when their sophomore album eventually drops.
Thanks to Pitchfork for the tip. Check out Justin Vernon on set of his whiskey ad below.