Shawn Mendes, Pop Idol, Is Not Banking on a Gimmick

SHAWN MENDES - MERCY (MUSIC VIDEO) REACTION
Photo Shawn Mendes at Madison Square Garden this month; the Canadian pop star, who took off on Vine, is releasing his second LP, Illuminate, on Friday. Credit Alex Wroblewski for The New York Times

Shawn Mendes got his first guitar at the age of 14, a major-label record deal at 15 and his first No. 1 album last years Handwritten at 16, thanks largely to the democratizing power of the internet.

But since taking off on Vine, the looping micro-video app, with his #6secondcover versions of others pop hits, this Canadian singer has done something more impressive: Hes stuck around with songs of his own.

Instead of banking on a gimmick or a single piece of shareable content to carry the load of a potential career think of Psys Gangnam Style Mr. Mendes, who has teen idol looks and thus far an unblemished reputation, diligently built a young fan base online and through live shows (and meet-and-greets). That loyal base has supported five platinum-selling hits, including two Billboard Top 10s (Stitches and Treat You Better), along with arena-size world tours, both as a headliner and as an opener for Taylor Swift.

There had never been anyone that emerged from Vine as a recording artist, said David Massey, the president and chief executive of Island Records, Mr. Mendess label, adding that this singers tendency to go viral was not in itself a reason to sign him. Im naturally wary of those things because they havent really translated, apart from Justin and YouTube, he said, referring to Justin Bieber, Mr. Mendess most obvious predecessor.

Yet not long after Handwritten topped the charts, Mr. Mendes was able to all but abandon Vine (and cover songs), seamlessly kicking into a new gear that of the established pop star. On Friday, he will release Illuminate, his second LP, which has benefited from more traditional channels of promotion: early radio singles, music videos and television commercials. His internet-curio days are over.

Adding to the unlikeliness of Mr. Mendess ascent is that he managed to gain a real industry foothold by being not on trend but decidedly off, relying on an acoustic guitar in place of electronic dance beats; a mostly anonymous team of collaborators, instead of brand-name producers; and an aw-shucks persona, without any trace of bad boy. His soft, sometimes soulful pop-rock plays primarily to tweens and teenagers, but has also found traction on adult contemporary radio stations, giving Mr. Mendes both the screaming-superfan and dentists office demographics.

Illuminate represents the careful evolution of his digestible sound and subject matter, with much of the organic instrumentation and good-guy earnestness of Handwritten intact. But backstage before a sold-out show this month at Madison Square Garden, Mr. Mendes, now 18, stressed the necessity of following up his debut promptly because of the relentlessness of adolescence.

From 15 to 18, everybody is a different person, he said in a voice not quite done changing. Every six months, I have a whole new outlook on life. Theres just so much happening, I would have exploded if I had to wait another year to show the world what Im capable of.

Shawn Mendes - Treat You Better Video by ShawnMendesVEVO

Unlike Handwritten, Mr. Mendess Illuminate, which he called a mix between Ed Sheeran and the John Mayer album Continuum, credits him as a songwriter on every track. Though many artists bristle at direct musical comparisons, Mr. Mendes is exceedingly open about his influences; his entire sonic development is documented in online videos, after all. (Mr. Sheeran and Mr. Mayer also serve as his big-brother figures in the industry, Mr. Mendes said.)

He is also forthcoming about the realities of outgrowing child stardom. While Mr. Mendes insisted that his chivalrous character in song is true to life I want all the strings attached, girl is a representative line he acknowledged that like Miley and Justin before him, some form of a fall could be expected.

Ive never had a scandal, but I dont know if thats so much because Im perfect, or because people arent caring enough yet, he said. Give it some time. Ill probably be very upset, but its a part of the gig.

Still, Im proud to say Im a role model for kids, he added.

That doesnt preclude growing up. In between albums, Mr. Mendes returned to his native Pickering, Ontario, to graduate from high school with his class (he has studied remotely since 10th grade) and splurged on a Jeep Wrangler (sans rims for the moment). Ahead of his 18th birthday, he also got his first tattoo, though its characteristically wholesome: an abstract acoustic guitar on his forearm, made up of trees, the Toronto skyline and a sound wave representation of his parents and little sister saying, I love you.

Confident but clearly tender, Mr. Mendes has the familiar charm of a popular kid who has the faculties not to unsettle parents with his slickness. On Illuminate, he pushes boundaries but always with respect; women tend to have the power in Mr. Mendess songs, though sometimes they are led astray by less honorable men.

At the Garden, Mr. Mendes admitted to some anxiety about debuting songs with more adult themes, like the sultry Bad Reputation, about a girl whos shamed for her sexuality. They dont know what youve been through, he sings. Trust me I could be the one to treat you like a lady.

Lights On is more straightforward, with Mr. Mendess pre-emptively identifying as a gentleman before promising to love you with the lights on/keep you up all night long. The song is barely PG-13, but Mr. Mendes said he worried he could surpass where my fans think I am in life (though the path to maturity is traditionally less fraught for male pop stars).

Im releasing a song about s*x at 18, which is appropriate, he explained. I wouldnt have done it if I were 16 or 17. Ill release a song about drinking at 21, you know what I mean?

Later that night, when he gave the premiere of Lights On from the arena stage, beginning with the line, d**n you look so good with your clothes on, the squealing crowd seemed to understand just fine.

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Source: http://www.nytimes.com/2016/09/21/arts/music/shawn-mendes-illuminate-interview.html