I loved this period in the 90s when the floodgates were temporarily opened to allow for truly unique and idiosyncratic music to make it's way into the mainstream. Record labels were taking chances again, trying to find the next unpredictability big thing in the wake of Nirvana's success and the creation of the "Alternative" classification. Is Alternative still a thing or has that simply evolved into Indie?
Had Beck come up in any other time period I think he would have remained a fascinating sort of semi-outsider artist that was beloved in hip circles, but because he came up when he did, he was able to really let his musical ideas run wild and we're all the better for it.
As a lad, I really identified with Beck's whole approach. His melding of genres, his surreal lyrics laced with humor, his thrift store hodgepodge aesthetic, his back catalog of smaller indie records that revealed his true range and depth, and then of course records like this one that showed he was capable of practically creating a genre of his own.
In my opinion this record temporarily broadened the palette for pop music in the 90s and early 2000s; loosening genre barriers, interweaving samples more fluidly, allowing for more esoteric material, and essentially popularizing a sort of free wheeling collage aesthetic outside of a purely hip hop context.
Though "Mellow Gold" is great and "Loser" was, and still remains, his biggest hit, I fear Beck would have remained a one hit wonder had he not met up with The Dust Brothers. They were able to give his musical vision the scale, flow, and shine it needed to cement his appeal with a mass audience. Together they made something that was not only unique and innovative and fresh, but something that was fun as hell. One of the first real big shows I ever went to was seeing him play on the "Odelay" tour with The Roots as the opener. Man, it was a good time. Almost as good a time as I had blasting this album on repeat from a boombox in the backseat of my friend's car during the summer of '96.