The Art of Longevity Season 2, Episode 3: Fink

On The Art of Longevity, Fin Greenhall explained the ideas behind Fink's new project IIUII: an acoustic retrospective of some of the band's (and fans) favourite, biggest songs.
“I’m a better singer now than I was in 2005, so I feel I can do a better job of singing these songs. As a band we are much more loose, grounded and subtle than we used to be - comfortable with who we are”. As such, the idea behind the project is to do a better job of those songs by bringing experience to bear as the songs are revisited and reinterpreted. “I love the fact that when you write a song, that song exists, but then over time it can be dressed many different ways”.

Indeed, we discuss one of the most intriguing concepts in music today - that of making a song something more than simply finite recording. A song should never be set in stone, something Fink seems to understand acutely. Their last studio album, ‘Bloom Innocent’, is a case in point - the band has since released two further versions of the record - an acoustic work and a “Horizontalism” edition (Fink has even sub-branded it’s remix versions under the Horizontalism concept). The IIUII album is the first acoustic retrospective of the whole catalogue, yet already there has been some orchestral versions of some of these songs, in the superb 2013 release ‘Fink Meets The Royal Concertgebouw Orchestra’.

While the music industry is littered with ex-musicians and creatives now working on the management side, Fin Greenhall did the opposite - spending nearly half a decade in the offices of labels (hence ‘Biscuits’), figuring out how the industry worked (and working his way up from office skivvy to marketing manager). He flipped from being an executive to a creator - but seems to have picked up on some clever marketing angles along the way. Along with these reworked versions, the 2015 short film “Less Alone” was one of the first examples of an artist manifesto I’d ever seen expressed through the short documentary format. It’s a nice exercise in artistic branding. That might just have something to do with Fin’s thought processes.
Another example is the track selection for IIUII. Fin told The Art of Longevity that: “we went back over the streaming stats and thought about our live shows over the years and picked the songs that the fans feel really represent us”. Savvy indeed, now that is how creatives can use industry data simply and effectively.

Considered decisions have been part of the band's two decade career, along with a close knit musical understanding between the three members, Fin, Guy Whittaker (bass) and Tim Thornton (drums). The benign dictatorship is a famous formula for some bands but Fink works a very democratic system. The band still enjoys the shared experiences of touring, recording and creating their unique sound. The way Fink works is what most bands would wish for, so tune in to Fin and co's guide to longevity.

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