Nothing says 'new music' quite like a tinned fish collab
Inside all the 'sable, fable' press and promotion. Plus a sign that Lorde might save us from this hell.
Justin Vernon’s career was built around a reclusive reputation. No magazine profile of the musician would be complete without detailing the legend of how his debut album as Bon Iver, 2008’s “For Emma, Forever Ago,” came to be: After his band broke up, he holed himself up at his dad’s remote Wisconsin cabin for several snowy months, emerging with the album that would set his career in motion, an album that many would consider one of the best of the past 25 years.
And while Bon Iver has since expanded in nearly every way—from its sound to its live band members—shyness and solitude has kind of always been Vernon’s thing. From a 2019 Pitchfork profile: “Uncomfortable with becoming the focus of this whole project, Justin Vernon would rather disappear completely into the background of Bon Iver.”
This is why I’ve found it so surprising that, ahead of his fifth studio album, “Sable, Fable,” out today, Justin Vernon has done So. Much. Promo.
Sure, for Bon Iver’s past albums, Vernon might have done a New Yorker profile here, a New York Times interview there. But this time around, he’s been everywhere. And he hasn’t really been playing music live—he’s been talking! He’s speaking on podcasts I’ve never heard of, doing live chats with people I’d never envisioned him being interested in. He’s even doing ~collabs~ (Side note: I love this album! It’s my favorite thing he’s done since “22, A Million.”)
I’ve decided to type out a nonexhaustive list of all the random, out-of-character stuff Justin Vernon has done during this album cycle, from conversations to a tinned fish partnership.
Warning: If you don’t like salmon—the color OR the fish—you should stop reading now.
Oct. 2024: A New Yorker profile
February 2025: A live podcast taping for Krista Tippett’s On Being at On Air Fest in Brooklyn. It hasn’t been released yet, but I was there. Flex!
March 2025: The New York Times Popcast interview
A WXPN midday radio interview
April 2025: A conversation between Vernon and Todd Snyder at the fashion designer’s flatiron store. (I was also there. Flex #2!)
A Jimmy Fallon interview (NO performance. Just talking to Jimmy.)
A collaboration with Wisconsin-based coffee company Ruby Coffee Roasters
Surprising New Yorkers on the street with unreleased Bon Iver music on Track Star
He asked a question on Tig Notaro, Mae Martin, & Fortune Feimster’s Handsome podcast
A conversation between Vernon and Lil Yachty, organized by Spotify
“The only Australian interview” with Justin Vernon on Double J radio
Worldwide album listening events, or “fABLE sPACEs,” took place on Wednesday.
A tinned fish collaboration with Fishwife. (I have a tin but have yet to try it—flex) (Review next week?) A copywriter had fun here:
Bon Iver and Fishwife have teamed up to celebrate the salmon-colored world of SABLE, fABLE with this limited-edition smoked salmon. The box, designed by Fishwife illustrator Danny Miller, nods to Bon Iver’s legendary Wisconsin cabin and the album’s dreamlike aquatic themes.
Inside: smoky, tender Atlantic salmon sourced from Kvarøy Arctic and hand-packed in Washington by a fifth-generation cannery. Press play, take a bite, and enter the SABLE, fABLE universe.
He did a collaboration with notebook brand Field Notes
On April 12, “Live Inside This State Fair” will take place in Los Angeles. It will include: SABLES vs fABLES, a three-game basketball tournament; a record pop-up shop; art; raffles; a SABLE, fABLE-themed hoops game; a photo studio…
Photo by Graham Tolbert I thought that was it, but then Bon Iver shared that there are MORE release-day partnerships. A list within this list:
At London’s Allpress Espresso: the “SABLE, fABLE Spritz”
At Australia’s Billy van Creamy Ice Cream: SABLE SORBET
At Canyon Coffee in LA: SABLE Black Sesame Hojicha Latte and fABLE Hibiscus Milk Tea
At LA’s Courage Bagels: The bon iver salmon SABLE plate (it’s a crime that this isn’t in NYC but OK)
At London’s Earl of East: a custom candle and mood mist that marries the ability of scent and sound both senses have to conjure memories and emotions. With notes of woodsmoke, neroli and geranium the scent is reminiscent of Justin's favourite pizza joint, making it inviting, warm and nostalgic.
At Australia’s Fables Cafe (he had to do this collab, it’s in the name!): a “Walk Home Hot Chocolate” (a spiced strawberry white hot chocolate) and a “Wildflower salmoncito” (pink gin, campari, lemon, grapefruit)(ok yum)
At South Korea’s Fell + Cole ice cream shop: grapefruit thyme whiskey sorbet!
Detroit’s Floyd is hosting a “listening lounge”
At Louisville’s Gravely Brewing Co.: SABLE Dark Cream Ale
At Hats Bar in INDONESIA: a sorbet and cocktail pairing.
At Amsterdam’s Kometen Brood: “AANSTAANDE VRIJDAG BON IVER SPECIAL.” Sourdough salmon pastries. I REALLY want this one
At Malaysia’s LOOOZER: fABLEroski – fresh peach puree, fresh watermelon juice, milk/oatmilk, “Hokkien” matcha.
At Australia’s Lox in a Box: LISTENING PARTIES and SABLE, fABLE Bagel: (Alright we’re 0/0 for new york bagels here)
At Chicago’s Middle Brow: GRAVLAX PIZZA (NYC pizza has taken a hit)
At Singapore’s Naga House: two gin cocktails, the SABLE and fABLE !
At Virginia’s Ocelot Brewing: fABLE Lager !
Guys if you’re still reading this, we’re only on the letter O…
At Australia’s Old Maids: Speyside Smoothie Bowl
At MUMBAI’S Roofberries Terrace Bar: SABLE, fABLE cocktail
At Mexico City’s Rosetta Panadería: SABLE, fABLE Berlinesa de Mamey
At Brooklyn’s Rosehip Floral: Salmon colored bouquets and roses! zines! vinyl!
At London’s Rough Trade East Cafe: Everything is Peachful Iced Tea, S P E Y S I D E S P R I T Z and AWARDS SEASON ICED LATTE
At Philly’s Sacred Vice Brewing: a SABLE-Czech Dark Lager and fABLE-Gin, apertivo, guava, salt, grapefruit juice (yum yum!)
At Madison, Wisconsin’s Settle Down Tavern, Oz by Oz & Turn Key Supper Club: A Wisconsin Brandy Old Fashioned
At Amsterdam’s Studio Sailor: Flash tattoos!
Australia’s Summer Town Studio: Short Story Shortcake (a Bon Iver Bickie)
Australia’s Terror Twilight: SABLE Soda and a Ricotta + Salmon Toast
❤️ LOVE NOTES ❤️
Quick beats from the week:
EMERGENCY!!!!! Lorde posted a snippet of new music on TikTok from Washington Square Park and it gave me a flashback to the very first time I heard “Green Light.” She also wiped her socials clean. We are so back.
Tiktok failed to load.
Enable 3rd party cookies or use another browserI saw Pom Pom Squad at Music Hall of Williamsburg last Friday. To be honest, I was not obsessed with their latest album, but it really hit to scream along to the lyrics “Fuck the MTA” when she performed the old track “Heavy Heavy.”
“Why Are These Clubs Closing? The Rent Is High, and the Alcohol Isn’t Flowing.”
We’re a quarter through the year and several more artists announced their new albums this week: Hotline TNT, Stereolab (their first in 15 years), Turnstile, Mac Demarco (unofficially), Arcade Fire, Home Is Where, Lido Pimienta, Frankie Cosmos…the list really goes on
I find this new Kesha x T-Pain song insufferable but apparently it’s the emblem of “recession pop”
I’m still trying to figure out what happened here? Via THR: “Weezer Bassist Scott Shriner’s Wife Shot During L.A. Police Chase, Authorities Say”
Emily Sundberg of Feed Me found restaurateur Keith McNally’s Spotify profile, including “one with the same name as his memoir, I REGRET ALMOST EVERYTHING, made up entirely of Leonard Cohen and Neil Young.”
Coachella begins this weekend and I enjoyed perusing Stereogum’s ranking of all the billboards.
🚨 VIBE CHECK 🚨
What the people are actually listening to:
“Luther” is still the No. 1 song in the country. Ariana Grande’s “Eternal Sunshine” returned to No. 1 on the albums chart because of the deluxe edition that came out a couple of weeks ago—those songs are all sprinkled throughout the Hot 100.
Lucy Dacus’s album “Forever Is a Feeling” debuted at No. 16 on the Billboard 200. To compare: Mumford & Sons’ new album just debuted at No. 19 and Skrillex debuted at No. 124. Women > 2010s beta males!!!
There are only two things you actually need to know about me. My name is Natalia and my favorite podcast is Las Culturistas. They end every episode with a song. I end every newsletter with a song.
My personal favorite from “sable, fable,” is “From.” Happy! Sexy! Smooth!
i do not enjoy the way he is holding that salmon