Multi-instrumentalist David Ford returns with his most ambitious solo album to date. Animal Spirits is out on May 11th (2018) via AntiFragile Music.

The album is a collection of songs about economics, Ford explains “I became distressed at my ignorance on such a significant subject and so I began reading up on it. I soon became perplexed at how a scientific field populated by some of the most brilliant minds might arrive at such a disunited set of very well-reasoned opinions”. Animal Spirits turns these themes into songs, tackling complex subjects in a way that is accessible, emotive and entertaining.

In this interview spotlight, I chat with David Ford about the new project, motivations, challenges and more.

Full Q&A along with links and music below.

Let’s dive a little deeper into You, the artist and your music. What attracted you to this genre(s) or style(s)?

As a musical enthusiast, I don’t really think about genre. I like to think that I’m able to work across many styles without setting foot too firmly into any. I enjoy the luxury of being able to pick up whatever sound I think best supports the meaning and tone of the song. Although as years pass and I get closer to being able to call myself an elder statesman, it’s fair to say my tastes and influences lean more toward the timeless classic bands and songwriters of the 1970s and the toolbox of sounds they used.

What led you into this journey with music? And further, what drives you to push it out to the public?

For me it all grew from an obsession with songs. As a kid I was amazed at how songs could make me feel such a range of emotions, how the simple combination of language and melody could elicit a powerful response in the listener. And so I wanted to learn how to do this myself, not in a mechanical, analytical way but more in hopes of becoming fluent in the language so I could learn to write instinctively and honestly. As for pushing it out to the public, I don’t think that’s something I ever thought was very important. This may go some way to explaining my relative lack of commercial success. It may go even further in explaining my ever-abundant enthusiasm for the creative process.

Who or what influences your creativity? Have your tastes in music changed over time?

I feel like the longer I’ve been writing songs, the less I’m influenced by the music of others. These days I think I find the greatest influence in the news, in stories I hear about people, the interesting and infuriating nature of our species with all its strength and frailty. I find the differences between Britain and America fascinating. We are in many ways very similar but there are these points at which our politics and cultures diverge wildly. As a thoroughly British person with a great love for America, I never tire of trying to dissect our respective national identities.

Were you trying to accomplish anything specific on this new project? Creatively or otherwise?

Absolutely. I try to avoid using the words “concept album” due to the unfortunate connotations of cape-wearing prog bands making four-hour sonic tapestries about the lost city of Atlantis. But I cannot deny that I have written a collection of songs around the theme of Economics.

Before you drift away in disgust, allow me to explain why this isn’t as completely fucking boring as it sounds. The central premise of the album ‘Animal Spirits’ is the suggestion that the economic landscape is shaped more by human psychology than it is by hard science and mathematics and that as a consequence, the frailties and shortcomings of the global economy stem from our innately emotional, erratic, often irrational human behaviour. So the reason the housing market exploded a decade ago is in many ways similar to the reason it’s so hard to give up smoking. The failure of credit ratings agencies to evaluate complex financial derivatives with sufficient accuracy is related to the phenomenon of nice girls marrying complete assholes. And so on.

So the challenge in writing these songs was to find more emotive human stories and settings to parallel some of these quirks of economics which, although fascinating, are just not the stuff of rock and roll. It was not an easy undertaking but I’ve never enjoyed easy.

What was the last song you listened to?

Treatyby Leonard Cohen. I love his last album You Want it Darker. He was such an excellent poet and I can’t think of anyone better equipped to write about their own mortality.

Which do you prefer? Vinyl? CDs? MP3s?

Vinyl. I’m resolutely sticking to the opinion that the two-sided album is the ultimate music listening format.

How about this one…. Do you prefer Spotify? Apple Music? Bandcamp? Or something else? Why?

I’m something of a dinosaur when it comes to such things. As a music listener, I play those big vinyl records. As an artist, I care very deeply about my music but have little interest in the method of its delivery. Similarly, I like guitars but don’t much care for the details of their shipping.

Other than the digital era overwhelming us with access to an abundance of music, what is the biggest challenge you face when trying to connect with or find new fans?

To be honest, I don’t think about it all that much. I like to cling to the probably naïve notion that if I keep making music and keep my standards high, people will find it, and they’ll talk. I just can’t get interested in the idea of having a career and trying to grow and audience. It feels so boring and a bit dirty. It’s a disastrous premise upon which to run a business but fortunately I don’t run a business, I write songs.

Where is the best place to connect with you online? Discover more music?

www.davidfordmusic.com has links to all manner of things.

Anything else you’d like to add before signing off?

Interviews always seem to end with this question and I always feel like I should mention something at this point… and now I have.