Nickelback isnBԪַt losing any sleep over their rock legacy these days.
Once derided by some music fans as being among the most-hated bands of all time, the Alberta act has survived many sucker punches from critics and the din of negativity from naysayers on social media.
But with an upcoming Canadian Music Hall of Fame induction, a headlining spot at the Boots and Hearts festival next summer, and a brand new studio album out this month, the conversation around Nickelback is shifting from a point of ridicule to one that recognizes their contributions to pop culture.
Several years ago, a clip from their BԪַPhotographBԪַ music video featuring lead singer Chad Kroeger gripping a picture frame became one of the internetBԪַs favourite memes. While the image was used to at times mock Nickelback, it also made them omnipresent in a new corner of online conversation.
And streaming data shows that no matter how much people knock them, theyBԪַre still listening to NickelbackBԪַs hits enough to rank them among the top 500 artists on Spotify.
Asked about the divide between the hate and the plays, guitarist Ryan Peake offers a balanced take.
BԪַWe donBԪַt think about that,BԪַ he insisted in a recent interview. BԪַThereBԪַs always room for more listeners, for us. WeBԪַre happy to see the numbers.BԪַ
BԪַGet RollinBԪַ,BԪַ their first full-length album in five years, suggests Nickelback might be thinking a little deeper than they let on.
The record effectively resets the bandBԪַs sound to its familiar state after a few unusual turns that saw them collaborate with rapper Flo Rida in 2014 and a few years later release an album that some received as a soggy criticism of politics in the Donald Trump presidency.
Instead of taking unpredictable detours, BԪַGet RollinBԪַBԪַ is a throwback to NickelbackBԪַs glory days of the early aughts when they were inescapable on the radio and the punchline of music snobs.
Roaring album opener BԪַSan Quentin,BԪַ inspired by a real-life prison warden, couldBԪַve been recorded by Metallica a couple of decades ago, while BԪַThose DaysBԪַ features Kroeger performing whatBԪַs effectively a sequel to BԪַPhotographBԪַ where he runs off a list of generation X cultural touchstones, from date nights watching BԪַA Nightmare on Elm StreetBԪַ to punching in *69 on a landline.
Smack in the middle of the album thereBԪַs the melodic, mid-tempo rock ballad BԪַTidal Wave,BԪַ which opens with the sound of shoreline waves as Kroeger delivers verse after verse of aquatic metaphors. He compares love to surfing a disastrous force of nature, or as he describes it in the interview, a romance thatBԪַs BԪַdangerously exciting, but we all know how itBԪַs going to end.BԪַ
BԪַTidal WaveBԪַ is as catchy as it is goofy, leaving it up to the listener to decide whether the band is in on the joke. Other tracks titled BԪַSkinny Little MissyBԪַ and BԪַSteel Still RustsBԪַ suggest maybe they are.
Taken as a whole, BԪַGet RollinBԪַBԪַ could be the closest Nickelback ever comes to a concept album, if you accept that its theme is built around a few buddies in their 40s cracking open beers to reflect on the good old days.
But Peake and Kroeger are quick to stamp down any suggestion Nickelback came to the table with a cohesive idea for the project, saying their creative process is too scattered.
BԪַWeBԪַd make a really terrible concept album,BԪַ Peake said.
Even if Nickelback doesnBԪַt co-sign the theory of a grander vision, itBԪַs clear theyBԪַve put some thought into recalculating their direction after 2017 album BԪַFeed the MachineBԪַ was met with a tepid response from listeners and critics.
Released during the Trump presidency, the albumBԪַs cover showed a faceless autocrat standing before an adoring crowd with robotic wires tethered to his back, which some took as a half-hearted attempt at a political statement that never played out beyond the title track.
Peake disputes the notion that Nickelback was ever trying to skewer Trump in the first place.
BԪַItBԪַs like people looking at clouds in the sky,BԪַ he said of drawing any sort of meaning from the concept.
BԪַSome people just need to see something. I get that.BԪַ
However they meant it to be received, BԪַFeed the MachineBԪַ found mixed success. While it marked NickelbackBԪַs highest chart debut in the United Kingdom, it was less popular in the United States, slumping to their lowest first-week sales since their breakthrough BԪַSilver Side UpBԪַ in 2001.
BԪַI think at that point in time, politics was so blurred with showbiz that it was hard to discern what was what for a while,BԪַ Kroeger said. BԪַAnd it felt like that was the thing that we all wanted to say: For better or for worse, regardless of whatever side youBԪַre on, it doesnBԪַt matter, because we donBԪַt like to alienate.BԪַ
They donBԪַt write songs BԪַfor the left or the right,BԪַ Kroeger added.
BԪַWe make songs for human beings and weBԪַre all part of that race, IBԪַd like to think.BԪַ
The topic strikes up a debate between the two bandmates as they consider the merits of political commentary in rock music.
BԪַItBԪַs really selfish when a band or artist wants to tell you so aggressively where they stand,BԪַ Kroeger suggested.
BԪַMusic is supposed to be about enjoyment or escapism. ItBԪַs not supposed to beBԪַBԪַ
BԪַWell, Bob Dylan,BԪַ Peake counters.
BԪַYeah. Someone else,BԪַ Kroeger adds. BԪַWe donBԪַt have that type of agenda. Our agenda is to go in, make music we enjoy, and hopefully our fans enjoy BԪַ. ThatBԪַs it, really.BԪַ
BԪַGet RollinBԪַBԪַ keeps it as simple as that.
All 11 tracks sound like theyBԪַre ready to be released as singles, blasted on a car stereo or belted out at a live show.
Peake hopes that will be enough to draw audiences back when Nickelback announces plans for a major tour in the near future. Their summer dates will include the stop at Boots and Hearts in Oro-Medonte, Ont., on Aug. 11.
Until then, heBԪַs keeping his expectations in check.
BԪַThe climate around our band name changes back and forth,BԪַ he said.
BԪַThe noise of social media, the noise of whatever is in the news at the time, popular opinion, blah, blah, blah.BԪַ
He added: BԪַBut thereBԪַs a lot of unabashed enjoyment of the music, which is why weBԪַre here BԪַ. We want people to come and sing the songs. We want them to sing to us and to each other. ThatBԪַs the most fun.BԪַ
BԪַDavid Friend, The Canadian Press