My Morning Jacket: What is it about those beards?

It’s undeniable that this Kentucky bred quintet is sweeping the nation with their charming hipster looks, and psychedelic tunes; but what really is it about them that leaves their fans begging for more? Is it their identical long locks of frizzy, free-flowing hair and unshaven, full Abe Lincoln bearded faces? Or is it simply the music we die-hard fans, will do anything for?

If My Morning Jacket, consisting of singer, guitarist, and songwriter Jim James, guitarist Carl Boemel, bassist Two-Tone Tommy, drummer Patrick Hallahan, and keyboardist Bo Koster, isn’t familiar to you, I guarantee they soon will be. This is not just because they have ballads that vary across the board of genres, but because of a certain image and persona that the easy-to-love band has upheld. Take this example. Say you were walking along the street and you saw a group of men passing by you, dressed like MMJ (an acronym the Kentuckian natives use). Whether you would really recognize who they were may be unlikely, but surely you would know that they were rockers.

Cultural Theorists, such as Stuart Hall, have declared that “celebrities,” including movie stars and rock stars, were created by industries deep in the origins of pop culture to promote cultural products (specifically films). If the masses had an idol to fixate upon, the more interested they would be in seeing them featured in a film, and the more money the film would make. Some actors taken from the Theatre became film stars before an appearance in a movie was ever made! Not only would they create new names, but also entirely different images, to maximize popularity and interest.

Take Colin Farrell: widely renown for being a “badass.” The world, most especially women, eats it up. Although he’s fortunate to have been blessed with good genes (no one can deny this man is attractive- to say the least), he most certainly didn’t come out of the womb wearing a leather jacket and most likely never owned one until it slid into his contract. Would women find him so enthralling, without that motorcycle and “screw you” attitude? Yes, obviously. But would he be just as interesting? Probably not. It’s his character that sparks his irresistibility.
So that brings me back to our southern gentlemen. None of them are sporting tight jeans, leather jackets, and Mohawks. However, we would probably label a band with such a look as “punk rock.” Look closer, and you probably won’t see them with black eye liner either. Actually it’s quite the opposite. Rather, they appear to be…bums. Either that or they stepped out of Cast Away aside Tom Hanks. However, this look isn’t entirely unique. Many artists have taken on this “grunge” appearance.

With holy jeans and plaid flannel shirts, they “just don’t care” what they look like, and fans dig it. But did they really roll out of bed and walk onto stage? Hm…no. It’s the image, and the vibe they project onto their viewers and listeners. Jim James, whose birth name is James Olliges, Jr., recently cut a solo album, labeling himself as “Yim Yames.” Why? Well, wouldn’t a peculiar name such as this grab your attention? I guess he knew what he was doing, because he’s selling out shows a part from his grungy quintet.

Bands now a days strive to be different and set apart from the other talent out there. It’s a competitive world, one that the majority of us will never know much about. My Morning Jacket is certainly talented, no question about it and they’re getting to be pretty well known for it. We can’t deny, however, that their caveman-like beards and thrift store attire certainly do nothing but add to their appeal. And I would bet that they, as well as their production company, are very aware of this.