From Vinyl to Viral: The Cross-Generational Appeal of Joey Valence and Brae
All photos shot by John Krug
People say focus on the future, but what if looking back at the past can influence and rewrite your future? The impact of nostalgia is understated, it's not confined and created by one specific time or era but rather it dances (or moshes) through the spectrum of real and true human experience. For some, the smell of a familiar dish can transport one back to family gatherings and shared laughter to the point of tears. Others find nostalgia in photographs, where special and fast paced moments are frozen in time. But over time, and over many nights outside at concerts and music festivals, I think the main source of nostalgia for humans is through music and sound; and that's where Joey Valence and Brae enter the equation.
The first time I heard Joey Valance and Brae, I couldn’t help but check the release year of the track I stumbled upon. It sounded like something I had heard before, but with a newer, more polished feel that immediately resonated with me. I knew that despite it being the first time I heard from these guys, it wouldn't be the last. I was blessed to attend their “Punk Tactics Tour” at the New York stop of their completely sold out tour, and what I walked into was an unexpected ageless tapestry, woven on the early principles of rap, hardcore energy, cohesiveness and in the most simple of terms, fun.
Going into the show, the one word I would use to describe my mood and expectations would be open-minded. I was excited for the prospect of seeing JVB live, but unsure of the crowd and their overall fanbase. Almost immediately my open mindedness turned into extreme optimism not only for the show, but the future of the unconventional rap duo who met at Penn State University. The crowd was an ageless marvel, with fans ranging from the ages of 5 years old, to almost 50 years old, predominantly wearing JVB merchandise. They collectively bobbed their heads to a mix of essential rap tracks both old and new. At that moment, my optimism then shifted to confirmation, this show was going to be a timeless experience.
Rising Aussie artist Sloe Jack started the night off strong as support for Joey Valence and Brae. Similarly to JVB, in live performance and in his recent EP “BACKSTAB” the infusion of rock, hip hop and punk is very present without the feeling of it being overbearing. There’s still vulnerability in the music despite the ever present energy which at times is hard to balance. Between stories of his home city in Australia, his past and current relationships, childhood and tough teenage years, Sloe Jack is raw in the right way and served as the perfect opener for what was to come in the main act of Joey Valence and Brae.
Before a more formal introduction, a question rang out to the crowd: “Y'all ready to get rowdy?” However, judging by the electric energy of the first song, embraced by the sold-out crowd echoing every lyric and bodies bouncing off one another, the introduction seemed almost unnecessary. JVB seized the stage with unrestrained vigor. They navigated the minimalistic stage setup with kung-fu-esque dance moves and an undeniable synergy that can't be replicated. The setlist, featuring tracks from the tour-named album, was impeccably curated. Each song came with a little anecdote or moment, perfectly aligning with the crowd's attention span. Aside from those moments, the show featured entertaining breaks, creating an extra layer of fun. A mid show dance battle unfolded featuring participants-who did headstands (the earlier mentioned 5 year old), the worm and backflips. Additionally, the duo took an interest in the footwear of the concert goers with Joey Valence favoriting a pair of skate shoes with a hole, and Brae expressing admiration for a pair of Crocs. These instances were just two examples of the consistent passion and enjoyment that shined through the entire performance. The night epitomized a perfect blend of music, culture and connection.
The Joey Valence and Brae “Punk Tactics Tour” is a vibrant testament to the golden era of hip-hop, evoking the raw energy reminiscent of the legendary Beastie Boys' performances at iconic venues like CBGB. JVB’s overall dynamic stage presence and eclectic fusion of rap, punk, and rock harken to a time when CBGB was a crucible for groundbreaking acts. It's no wonder Joey Valence and Brae boast a fan base with a wide age range – from seasoned enthusiasts who vividly recall the Beastie Boys era to younger attendees experiencing a musical lineage passed down by their parents. The show becomes a nostalgic journey for the older fans, reliving the spirit of these iconic artists and venues like CBGB and, while simultaneously introducing a new generation to the roots of hip-hop, creating an intergenerational connection through the universal language of music.
As Joey Valence and Brae continue to rise in the music industry, it reflects an important and more broad cultural impact. It serves as a reminder that the past continues to influence and shape the present. The fusion of retro vibes with contemporary creativity showcases the recurring nature of cultural trends and the enduring influence of iconic artists. In a world that so often seems focused on the future, JVB proves that there is value in looking back, celebrating the past and reinventing it for a new generation to experience the magic of an era they may have missed.
