Mayer Hawthorne: Don’t Call it Retro

Ann Arbour, Michigan has witnessed the rebirth of classic Motown and it has appeared in the form of Mayer Hawthorne. He has already gained the respect of international critics thanks to his first single, Just Ain’t Gonna Work Out, and his famous fan base is increasing at an alarming rate. Imagine what would happen if Smokey Robinson got drunk and teamed up with A Tribe Called Quest in a jazz bar and you might get an idea of this distinctive sound. Hawthorne’s seemingly instant notoriety is pretty impressive when you consider the whole thing was meant to be a joke.

You see, Mayer Hawthorne is actually the alter ego of Detroit born DJ Haircut, who has previously offered his production skills to hip hop acts Now On and Buff 1, in addition to touring with the likes of Eminem and Black Eyed Peas. Talking to Hawthorne ahead of his appearance at the Deaf Institute in Manchester, the 29-year old admits, “Mayer Hawthorne started out as a sort of joke. It was just a fun experiment for my friends and family to listen to.”

When asked where the name comes from, he confesses, “Mayer is my middle name and Hawthorne is the street I grew up on. That’s all I’m gonna say.”

Hawthorne only realised his experiment’s potential when two songs fell into the hands of Stones Throw label head Peanut Butter Wolf. He was instantly offered a record deal once Wolf discovered that Hawthorne not only played all of the instruments, but also provided the heart warming vocals on Just Ain’t Gonna Work Out.

A very humble Hawthorne simply states, “I just try to play as much of what I make as I can. I’m not an accomplished pianist or guitar player so I have The County to help me. They’re my live band when I perform.”

Getting a record deal on the basis of two songs is the kind of thing most artists dream of but it also presents an opportunity for disaster if they cannot produce more material. A softly spoken Hawthorne admits, “I wasn’t worried about being able to make more material but I was worried about duplicating the success. I just hope it keeps rolling.”

Less than six months after Stones Throw signed Hawthorne, he released the best selling single in the label’s history. Just Ain’t Gonna Work Out became an internet sensation with help from a charming Youtube video and some unwittingly clever marketing on Hawthorne’s part:

“I was the new guy on the label but I asked what they thought about pressing my single on heart-shaped vinyl. To my surprise, they were all for it.”

The gamble paid off and Just Ain’t Gonna Work Out became an instant collector’s item. So much so that Stones Throw had to press over 2,000 copies and there is still further demand. Hawthorne is now greeted at almost every show by fans wanting their copy signed, which some have later sold on Ebay for scandalous sums.

Hawthorne’s debut album will be released this summer and has already gained unwavering loyalty amongst influential figures on both sides of the Atlantic. In America, Mark Ronson has been praising Hawthorne’s originality on his New York radio show. Even Hawthorne is a little surprised by this: “I’m not sure how Mark Ronson even got hold of those tracks but he’s been really supportive. I got to sit in on his radio show. He’s a great guy.”

Gilles Peterson and Benji B are flying the Mayer Hawthorne flag in this country, promoting each of his songs with great vigour on their respective Radio One shows. Hawthorne recently visited the UK as part of the Stones Throw European tour and played to a sold out crowd at Benji B’s Deviance club night in London. Hawthorne enthusiastically declares, “Benji is so passionate about the music he plays. He got me into a lot of garage music that you guys have here in the UK.”

Vintage soul has enjoyed considerable commercial success over the past two years with artists including Duffy and Amy Winehouse achieving international acclaim. It appears that Mayer Hawthorne is set to enjoy the same popularity but he remains adamant that he is not simply cashing in on the latest trend.

“It’s not retro,” he asserts. “It’s soul. But it’s new. I like to think that I am bringing something progressive to the genre.”

When quizzed about his upcoming plans, Mayer states with some excitement, “Now On, my hip-hop crew, has just released a new album called Tomorrow Already. I have a European tour with them in April and then my album drops this summer.”

If you haven’t been fortunate enough to experience Mayer Hawthorne’s sultry reinvention of classic soul, you better hurry up. He is rapidly becoming the worst kept secret in music.