Trademark Issues is a long-distance band composed of Gary Hornseth and Mitch Armbruster. Despite their successful collaboration, they’ve only spoken directly twice. However, they’ve been creating great music together for quite some time. Their fifth album, Change This Face, kicks off with the aptly titled and irresistibly catchy track “Welcome To Album Five,” which is sure to be the funniest opening song you’ll hear this week. The album features eleven clever pop songs that draw comparisons to The Posies and evoke the pleasantly rattling style of The Front Bottoms. As they continue to evolve, their music only gets better. It’s time for a more comprehensive introduction.

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You can find ‘Looking the Other Way’ showcased on the Best Power Pop of 2024 Spotify Playlist.

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Could you share the journey of bringing this record to life? How did all the pieces come together to create the final product?

We’re a long-distance band in every way, living in Minnesota and North Carolina, 1,200 miles apart. We met at an arts event in Boston in 2019 and started collaborating through messaging and file sharing. This led to our first album in 2020, and we’ve since released one album a year, always on the anniversary of the first one — the last Friday in July. We’ve only spoken directly twice — once when we met and once as guests on a podcast.

“Change This Face” came together much like our other albums. Most of our songs start as unfinished fragments that one of us has lying around. Some are recent, while others are many years old. We send these fragments to each other, and the receiver turns the idea into a full song. Sometimes it resembles the original intention, and sometimes it takes off in an entirely new direction. Then we work together on the final steps — trading backing vocals, guitar accents, edits, or mixing suggestions. Sometimes one of us gets stuck trying to come up with a solo or a bass track and just throws it over to the other guy to try.

It’s an unusual way of collaborating, but it always results in something neither of us would have come up with on our own. It’s a 1+1=3 thing.

The decision to seek opinions on your new songs is intriguing. When did you realize that external perspectives could contribute to your creative process?

We suppose every artist at every level has misgivings about sharing their work. We sure do. Our song “Absolute Green” on our new LP is about that — the hesitation, self-doubt, and vulnerability that comes with hitting “send” to ship .wav files and artwork off to the distributor.

But five albums in, we’re so grateful for how supportive and constructive people are out there. The benefits of inviting opinions far outweigh the occasional sting.

Success can take on different meanings as time goes on. When envisioning success for this new record, what does that picture look like now?

For us, every new release feels a little like a ticket to an unknown play. We can never predict what will happen with it, but every time something cool and unexpected seems to pop up.

Our songs have ended up in independent films, we’ve had a song profiled on a talk show on the third largest radio network in Spain, we hear our songs backing social media videos internationally, we sell a few CDs and shirts to people we’ve never met, we get a few nice reviews, and we make new connections and friends around the world. And we get asked by cool people like you to do fun things like this!

Success in terms of big sales and large streaming figures will probably never be our thing, and that’s OK. We like being our version of a band and all the colorful stuff that comes with it. And we like to think that we’re growing and refining our sound with every album.

Lyrics often carry profound meaning. Are there particular lines you hope listeners will always remember from your songs? If so, what’s the significance?

We both write a lot for our day jobs and enjoy the challenge of using words in this different way. We’ve always loved lyricists who delight in wordplay and wit — like Neil Hannon, Paul Heaton, Andy Partridge, Kirsty MacColl, Stephin Merritt, both of the They Might Be Giants guys, the Lucksmiths guys, and many others.

If we write a line that makes someone stop in their tracks for a second, or one that elicits a wry smile, that’s a win in our book. It’s genuinely one of the most rewarding things when someone tells us a lyric has connected with them in some way. It reminds us to tell the same to others.

Among the compliments you’ve received, is there one that remains etched in your memory? If so, what made it particularly unforgettable?

Our favorite compliment is when someone we know is impressed by one of our songs without knowing it’s us and says with surprise, “Wait. This is you?” Family, in particular, can be tough to impress, so tricking them into a compliment can be the best way. :>)

And we love being compared to bands we love. We got a Posies comparison the other day, which will keep us going for the next month.

Studio moments often hold a touch of magic. Could you recount an instance that stands out as the most enchanting during your creative process?

We remind each other to embrace our constraints. You can’t really get more DIY than we are. We record separately in our homes (many of our vocals are recorded in parked cars; we like the sound). Our gear is simple and inexpensive. We’re neither virtuoso players nor especially adept producers. We only communicate through messaging and shared files. So, it helps to be open to welcoming the opportunities that constraints can create.

We love it when a mistake leads to something cool. For example, when we’ve accidentally nudged a harmony track during mixing and it threw it a few milliseconds off, it opened up a new sound for the better. Or when the gain on a vocal track was accidentally way too high and we liked the sound, so we kept it.

We care a lot about our final results and getting them to be the best they can be, but over the course of five albums, we’ve grown pretty comfortable with who we are.

Where do you see yourself situated within the broader landscape of the music industry? How do you perceive your unique role and contribution?

We’re glad and grateful to be a small particle in the big music universe. The wonderful reviewer Janglepophub recently described our records as “gloriously catchy and perfectly obtuse.” If that’s even a little bit true, and if some people enjoy what we do along the way, it’s about the best contribution we could hope to make.