Corny or not, Our Lady Peace bandleader Raine Maida believes the family that plays together, stays together.
Although he and his wife of 12 years, fellow Canadian crooner Chantal Kreviazuk, maintain separate careers (her new CD “In This Life” comes out in May; he has an upcoming solo album “Pachamama” and the new OLP comeback “Curve,” which he’ll promote in a gig in The City on Monday), the couple has found even more success as a songwriting team, sculpting tunes from their L.A. home for Pink, Kelly Clarkson, Avril Lavigne and David Cook.
The duo’s schedule became so overbooked, they barely had time to keep up with their three sons. So they reconnoitered, then reopened under a new shingle: artist development.
“There was a moment where we were trying to do too much. It was like, anything goes,” says Maida, 42. “But we’re getting better at picking artists that we want to work with, like Martha Wainwright. Just more artistic artists, instead of being in the Dr. Luke pop game. Now I don’t feel like we’re trying to fool anyone or write some hit song.”
The Juno-winning Maida certainly knows a good quirk-rock hook. The new album “Curve” — which echoes the signature inventive sound of OLP’s 1994 debut “Naveed” — begins with the single “Heavyweight,” inspired by Ontario boxer George Chuvalo, also featured on the cover. It builds bee-buzzing guitar and a jittery rhythm into a huge chorus.
The pair have been imparting wisdom to clients, including Done With Dolls, an all-teen-girl outfit from Toronto, a band they’ve overseen for two years. Initially, Maida says, “They wanted to tour and record, but we just slowed everything down and let them develop in the real, true sense of the word.”
The pair doesn’t pull punches with advice, either. “I’m a proponent of that 10,000 hours thing,” Maida says. “You’ve got to put in the work, and you’ve got to be for real. And I keep harping on the fact that if you can write your own songs and go out and play them, then you can win, you can forge a career.”
Maida and Kreviazuk’s business comes from word of mouth. Assignments usually arrive via their publisher or the close-knit songwriting community.
As in TV’s “The Voice,” they occasionally disagree over creative direction — for example, about one girl protege who is a champion beat-boxer and a lissome folk singer.
“So Chantal and I were — not arguing about it — but having a discussion, like ‘What is the most authentic thing about her?’” Maida says. “That’s what we’re all about — just making music that’s genuine.”
IF YOU GO
Our Lady Peace
Where: Great American Music Hall, 859 O’Farrell St., S.F.
When: 8 p.m. Monday
Contact: (415) 885-0750, www.gamhtickets.com