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The Honolulu Advertiser
Posted on: Friday, November 27, 2009

Out of the basement and into the limelight


By PATRICK CONDON
Associated Press

Hawaii news photo - The Honolulu Advertiser

Self-effacing Adam Young's starry-eyed lyrics and synthpop licks have taken him, via a strong MySpace following, from Minnesota obscurity to the top of Billboard's Hot 100 chart.

Pamela Littky

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MAE, WITH SPECIAL GUEST OWL CITY

Pipeline Café

8 p.m. Saturday (doors open at 7 p.m.)

$24, $40

http://groovetickets.com

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Adam Young had never seen the ocean with his own eyes, but that didn't stop him from writing and recording an album called "Ocean Eyes."

The CD cover's marine and coastal imagery gives no hint that Young — who performs under the moniker Owl City — recorded the whole thing in the basement of his parents' house in Owatonna, a small Minnesota city about 60 miles south of Minneapolis.

"I wrote songs about places I'd never been because I'd never been there," Young said of his breakout album. "That to me is the most wonderful reason in the world to write about a given thing — the unexperienced, the great unknown."

Young — or Owl City — performs Saturday night at Pipeline Café as a special guest of Mae. The two acts are basically co-headlining.

The more-established and laid-back Mae is a smaller version of Jack Johnson in that it released one song a month this year and donated a dollar from every download. Mae raised more than $60,000 for charity so far.

Young, meanwhile, has leapt from the basement to the music charts, the list of things he never thought he'd experience is shrinking fast.

After cultivating a fan base by posting his ringtone-ready electro-pop songs on MySpace and selling about 115,000 single-song downloads on iTunes, Young landed a deal with Universal Records, which has artists such as Taylor Swift, Lil Wayne and Kanye West.

His song, "Fireflies" has received more than 10 million plays on MySpace and hit No. 1 on Billboard's Hot 100 chart this year.

"Never in a million years was this where I imagined myself going," said Young, 23. "It's been surreal, to say the least."

Earnest and a little awkward, the self-effacing Young makes an unlikely candidate for a pop star. But he's an example of success in the post-Internet music business because he transformed online popularity into money in the bank.

"At the end of the day, all that online buzz means nothing if no one is buying the music, the T-shirts, the tickets," said Steve Bursky, Young's manager. "It's great if he's got a million friends on MySpace, but what separated Adam from many other online success stories is that the groundswell is translating into commerce."

Daydreams and fantasy worlds are a staple of Young's starry-eyed lyrics. As a kid, the only child of a mechanic and a schoolteacher fantasized about music stardom. But he realized after stints in a couple teenage rock bands that for him, music was a solo act.

It wasn't until a few years later when Young was in community college and working at a soda bottling factory that he decided to give the solo thing a try.

"I was working a job I hated, just kind of a dead-end feeling," Young recalled. He started fooling around with music software, and noticed that musicians were winning fans through social-networking sites.

Young put songs on MySpace and up for sale on iTunes, and quickly cultivated a following. He's also been upfront about his strong Baptist faith, but avoided defining himself as a Christian recording artist. His lyrics never veer anywhere near objectionable territory, making Young a safe bet for parents of teenagers (and perhaps one reason Rolling Stone's reviewer dubbed the music "serious mush.")

Aurora Simar, a 15-year-old from St. Paul who sat waiting outside a club before Young's recent Minneapolis show, said she started listening to him about a year ago. It was her second time seeing him on stage.

"He dances at his shows, and then he'll sing into the mike and then he dances some more," Simar said. "It's like, he's so silly. It just makes me like him."