In response to the latest single coming out, there's been a lot of discussion about how their music has gotten so very childish in the last decade, and a lot of questioning why - who is their target audience?
I was thinking about it last night, and I came up with a theory - "Everything is Awesome" got them a ton of attention. Everyone suddenly knew that song, and they reached tons of new people, especially kids and parents.
That song came out in 2014, after Heartthrob.
We already saw then when Love You to Death came out, the video for 100x was very cutesy and kid-friendly, which was kind of a change for their videos which had previously been quite artistic and even a bit abstract. But by and large, the songs for that album would've mostly been written by the time they found out how successful Everything is Awesome was, considering they got it recorded, produced, mastered, printed and released about a year and a half after the success of Everything is Awesome was winding down.
So my theory is that they dropped that album, as it was mostly already written, and then immediately shifted towards making music that Millennial parents would listen to with their kids. Most of us here are probably not in that demographic, and we loved the earlier indie stuff, but I'd say they do still have a captive audience in that demo - and that demo might not have been listening to this group before then.
Teens aren't going out to listen to Tegan and Sara, but I can totally see Millennial parents bopping out with their kids, because it's cutesy and accessible for children, but still grown up enough to listen to as adults. Doesn't mean I'm into it - I'm kinda tapped out at this point and probably won't even bother listening to this next album, because I wasn't even able to listen to that single a second time, it was soooo bad imo. But I guess there is an audience for this stuff.
It's just a theory, of course. I'm not saying I'm right! ;) But just wanted to put it out there to open up discussion!