Justin Vernon has spent nearly twenty years making music that sounds like a cabin in February. Falsetto, reverb, grief you can’t quite place.
Well, he’s now made a song about fried meatloaf, and it might be the happiest thing he’s ever recorded.
On Friday, Howard’s Bar in Stillwater, Minnesota, posted an ad for its meatloaf dippers — a slab of sauced meatloaf that gets baked, sliced, breaded and deep-fried — with a jingle credited to Bon Iver. The animation is by illustrator Nick Stokes. The voice is unmistakably Vernon’s.
It is about forty seconds long. It rhymes “starter” with “Stillwater.” It promises the dippers will warm your tummy.
Howard’s opened in 2023, run by Minneapolis musician Caroline Smith and her husband, a chef. Stillwater is about twenty minutes east of the Twin Cities and an hour and a half from Eau Claire, Wisconsin, where Vernon has lived, recorded and stayed stubbornly put since the first Bon Iver record turned a broken-hearted winter in his dad’s hunting cabin into a Grammy-winning career. He has always kept the operation local. This is the most local it has ever gotten.
He wrote the jingle. He sings the jingle.
Bon Iver fans have spent years waiting for Vernon to sound this cheerful. It took a meatloaf.
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