Tag Archives: Frank Anicetti

February Is a Tough Month (for Love)/RPM 2024

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This year’s RPM Challenge was a walk in the park for me. Maybe, if I’d decided to push it and make a full-length and not an EP, it might have been a bit harder. But for some reason, the song ideas were flowing and I even have my next single in the can from this creative exercise.

My latest release

With this release, I embraced a bit of genre-shifting, or at least, I diverged somewhat from my usual indie rock. Granted, the first two tracks align with most of my previous input, save that the overall quality of recording has improved.

On the opening track, “Al Gore Rhythm,” I wanted to tackle the notion that to succeed in music these days, it really does come down to “feeding the beast,” which are the social media algorithms (or, Al Gore Rhythms) that seem to drive everything, talent or songwriting prowess be damned.

The second song on the new release, is an update in my musical narrative that really began with the death of my son, Mark Baumer. January was the 7th anniversary of his death and music has allowed me a space to find some healing of sorts. “100 Days (7 years later)” is an update on the story about Mark, and also serves as the single on this release.

The next track is probably one of the peppiest numbers I’ve done (at least in terms of music and melody, if not lyrics). Breaking out of my usual 115 BPM, “Rocket Store” could certainly fit the bill as a single. On this one, I really embrace Auto-Tune on my vocals.

During the making of FIATMFL, I’ve been playing around a bit with synth loops and other effects. That exploration delivers the fourth track, “Synth Wave Sweep,” which uses a synth loop to create a bit of “space” on the record between songs.

In 2008, I wrote my first Moxie book, Moxietown, which detailed how Moxie and my hometown of LIsbon Falls became epicenter of the Moxie universe. The central figure in that narrative was Frank Anicetti, “the Moxie man,” or better, “the Mayor of Moxietown.” This track, a simple acoustic number is my paean to one of the more interesting characters I’ve met in my lifetime. Glad I took the time to pay attention his stories.

The final track is me, my electric guitar, and a pedal board. Decided to have some fun, crafting a song, “Future Gaze,” best described as shoegaze, with lots of delay, distortion, and compression.

If you use Spotify, please add me to your playlists and give the new single a spin or two when it drops on Friday.

Saturday and Moxie

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In a land built on “the pitch,” not the baseball kind, but the one that marketing is known for, having your elevator speech ready to go is essential. Given that this is Moxie weekend in Lisbon Falls, the epicenter of Moxie’s universe, feel free to use some of these tips to frame your parade-viewing and other conversations while taking in the town’s sights and sounds. Before long, people will start coming to you as their resident “Moxie expert.”

Be on the lookout for the Moxie Horsemobile.

What is Moxie?
Moxie is an iconic soft drink. Invented by Augustin Thompson, a Maine native, who was living in Lowell, Mass. at the time, Moxie is the oldest, commercially-bottled soft drink in the U.S., being marketed and sold since 1884.

I’ve written two books about Moxie. There are a host of stories, some true, and some somewhat apocryphal.

For instance, back in 1982, the late Frank Anicetti, owner of Kennebec Fruit Co. (aka, the Moxie Store) sent out 13 post cards for a book signing he was hosting for Frank Potter. Potter, who at that time had written some of the quintessential books about Moxie, including The Moxie Mystique, managed to draw a a crowd that Anicetti claims (in an interview I did with him in 2008) was close to 500 people. While the actual number’s never been confirmed, it was a sizable turnout. The next year, Lisbon’s summer festival, Frontier Days, became the Moxie Festival and we’ve been at it in Lisbon Falls now for 35 years.

Where does Moxie get its distincty-different taste?
Moxie’s distinctive taste comes from Gentian Root, a medicinal herb.

Prior to the Food and Drug Act, which limited claims made about products, Moxie, then marketed as a “nerve food” was said to cure anything from blindness and paralysis, to the “loss of manhood,” making it America’s first Viagra.

Back to the marketing of Moxie, the brand’s chief spokesman during the 1950s was Red Sox star and Hall of Famer, Ted Williams, a huge fan of the soft drink. Maybe It was Moxie that helped Williams hit .406 in 1941, making him the last MLB hitter to bat over .400. That was 76 years ago!

I believe that Moxie’s staying power is first and foremost the result of one Frank Archer, a marketing genius. There are a host of items that collector’s treasure, developed by Archer, to market Moxie. Things like thermometers, a Moxie board game, the various signs featuring the “Moxie Boy,” and others.

While some of Moxie’s 20th century ambassadors like Archer, Williams, Potter, and Anicetti have passed from the stage, Moxie continues to confound critics. The brand, now back in New England where it belongs, has taken to social media and the digital landscape in marketing its magic to a whole new generation. You’ll see plenty of the younger set in Lisbon Falls today, interspersed with those of us who have known about Moxie’s magic for decades.

Enjoy the festival and parade!!

Remembering Others

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I’ve written tributes about people in my life who were special to me. I think it’s important to discharge our debts of gratitude personally, and in some cases, publicly. I’ve tried to walk that out in my own life.

Having written two books about Moxie, the distinctly-different regional soft drink that has developed a cult following in parts of my native New England, I know a bit about the elixir’s history. I also recognize that there have been figures in that history that were essential in keeping Moxie’s brand alive.

If your curiosity about Moxie’s been piqued, I’d point you to a couple of blog posts. This one about Sue Conroy is one I’d highly recommend. Sue got me excited about Moxie and forced me to dig into the drink’s past. And then if you think you are good at math, there’s nothing quite like a little Moxie math. Continue reading →

Building a Consistent Body of Work

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Taking a book from idea to finished product, especially doing it yourself, is a process. A process, I might add that very few know much about. Many wannabes aspire, but few actually do it once—let alone multiple times.

After the manuscript had been completed for my first book, When Towns Had Teams, I was having trouble finding a publisher for something I’d poured my passion into for more than a year. Faced with a choice—keep banging my head against a door that wouldn’t open (traditional publishing)—or figure out a new way of doing things, I opted for the latter. I launched my own micro-press imprint, RiverVision Press. It became the vehicle to get that first book out, and subsequent titles of mine (as well as one ill-fated foray into publishing a book by someone else).

Once you figure out how to publish your own book independently, you get hooked. You think, “I’ve done it once; can I do it again?” The gauntlet has been laid down. You are determined to work the DIY angle once again and see if you can improve your process.

Building a catalog.

Building a catalog.

Continue reading →