A gold record is a big moment for any band.
For Cursive, it was a cheesy one.
This week, the Omaha indie rock band's frontman, Tim Kasher, opened a package containing a framed, yellow copy of Cursive's “Domestica.” And the “gold” record is made of (what else?) Velveeta.
The record was a present from Velveeta to Kasher for writing about Velveeta Shells & Cheese in a recent newspaper story. The frame is filled partway with pasta, includes a bag of cheese sauce and has a hammer in case Kasher has a “Shells & Cheese emergency” and needs to break the glass.
Velveeta sent the package as part of its “Eat Liquid Gold” marketing campaign — and, of course, for a laugh.
Kasher's Cursive bandmate Matt Maginn, who co-owns O'Leaver's Pub in Omaha with Kasher, asked him if they should hang up the record at the bar, which has walls papered with old record covers and a tiki bar, too.
“It sort of fits our absurdist vibe,” Maginn said. “But I hear it is made of real cheese and will likely mold over soon. Or maybe not for a while since it is processed!”
With his Saddle Creek Records labelmates Bright Eyes winning a real gold record earlier in the week, Kasher took to Twitter to joke about it: “Dear Bright Eyes, look who else went gold this week.”
The label even got in on the joke with a post that read, “Cursive's 'Domestica' went 'Liquid Gold' this week. Congrats guys!”
Kasher got a kick out of the whole thing.
“It's a funny achievement to get,” he told The World-Herald. “A lot of congratulations came in. Some of them sounded sincere, so either they're really good at dry humor or perhaps they ... got to Twitter, looked at it and were like, 'Ooo, a gold record.'”
The prank all started because Kasher loves mac 'n' cheese.
A few weeks ago, the Chicago Reader newspaper asked him to write about his favorite Chicago spots to find the cheesy pasta. Kasher wrote about Schubas, a music venue and restaurant, and Kuma's Corner, a popular restaurant.
And then he wrote about his third favorite: a box of Velveeta's Shells & Cheese.
“Some of the best mac 'n' cheese I'll ever have is at home. Velveeta Shells & Cheese — when I cough up the big bucks ($2.79-ish), versus the usual Kraft blue box ($1.29-ish) or some generic brand you can find three for a buck — is the closest thing (along with Saturday nights watching “The Love Boat” and “Fantasy Island”) I can find to perfection in the world,” he wrote for the paper.
Over the next week, he and fans joked about Velveeta on Twitter.
“I'll eat a Velveeta brick house,” he said, which prompted someone from Velveeta to send him a photo of a house made out of Velveeta bricks. The sidewalk was made of pasta shells.
And later that week, a package arrived.
The record is made of actual Velveeta. A pseudo-plaque (really a packet of cheese sauce) reads “Presented to Tim Kasher to commemorate the taste of his record Domestica going liquid gold for long loving Shells & Cheese.”
On the bottom is another inscription: “Note: in case of Shells & Cheese emergency, break glass and heat.”
Kasher was well aware that it was part of the company's marketing campaign, but he thought it was pretty impressive.
For now, it's sitting in his home. Though he talked about what to do with the cheesy record, he's not really sure where to put it.
“It's already emitting a little bit of a scent,” he said while laughing. “I already joked, 'Should I keep it in the freezer?'”
Contact the writer:
402-444-1557, email@example.com, twitter.com/owhmusicguy