Artist to Watch 2009: Avett Brothers

Thanks to Rick Rubin's "YouTube research," North Carolina trio Avett Brothers went from finger-pickers in their Concord, North Carolina hometown to the super-producer's new favorite band. The LP Rubin discovered, Emotionalism, wasn't their debut, though — "It was maybe our eighth or ninth release," says Seth Avett, counting records he and brother Scott had recorded with their previous hard-rock band, "and at this point the dreams of being a rock star have been put in perspective."

But it was a boost that put the Avetts' career on the fast track. Rubin produced their major-label debut (and fifth overall release as the Avett Brothers), I and Love and You, which is due in September, bringing out the group's twangy harmonies and banjo-picked acoustic grooves. On the record the brothers, along with bassist Bob Crawford, tackle love, heartbreak and the honest stories of their lives. "Folk music is just like early hip-hop," says Scott Avett. "You're singing about where you're from, the hardships and the good times."

Looking back at their first band Nemo, the brothers describe their Mars Volta-like aspirations as a rebellion against their roots. "We wanted to be that kind of mobile, dynamic band," Scott says. "We were heavily influenced by Mr. Bungle — the metal and the hardcore." But twice-weekly jam sessions wound up bringing the Avetts to bluegrass. "You noticed that something was happening, and I think what was happening was Seth and I were much more natural in this acoustic sort of form," Scott says. "I think we weren't hiding behind anything."

Read Christian Hoard's full story in the new issue, on stands now.

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Song Stories

“Baby Got Back”

Sir Mix-a-Lot | 1992

While watching a Budweiser commercial during the Super Bowl, Sir Mix-a-Lot thought the skinny female models in the ad didn’t represent reality. So he wrote this ode to ample bottoms, featuring its famous to-the-point lyric: “I like big butts and I cannot lie.” MTV banished the video, featuring shaking booties and sexually suggestive fruit, to 9 p.m. or later. “I thought my career was over,” he told Rolling Stone. “Then I called Rick Rubin, and I told him the video was banned, and he was like, 'Great!' We sold another 2 million records.”

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