Shadow Shadow Shade Interview: SXSW 2010

After waging a hard-fought war for cyber supremacy, L.A.'s Shadow Shadow Shade -- formerly Afternoons -- stands ready to gather new fans at SXSW. What began as an art project between members Ben and Steven quickly grew to a lineup that features seven members. Spinner recently caught up with Ben and Steven where we talked about the name change, the Vietnam War and the best way to cure a hangover.

How did the band form?

It started as an art project, actually. Steven and I had written songs while we were touring with another band. While we were on the road, we talked about recording these, and I had randomly met Tom Biller who is a producer. I told him about the project, and he said to come over and record the songs, so we did. About halfway through he said he wouldn't mind being a part of it if we planned to play these live. Then we heard there was a choir in Silver Lake that was doing live Beach Boys and Mamas and Papas covers, and we thought it'd be cool to have [a] live choir sing these songs. It was then they [the songs] really started to come to fruition. Then we gave our demo to the Great Northern, I think it was, and a few other friends. Then one day we were driving and heard our song on the radio. Then we started getting offers from two of the major promoters in Silver Lake, and we started taking it seriously and getting everyone involved.

In order to avoid confusion with the Welsh band Afternoons, you recently changed your name. How did you come up with the new one?

It took us seven painstaking months. We had started to do really well as Afternoons and just started to identify ourselves with the moniker. Having seven very opinionated members, it's impossible to come to a decision. It came down to the deadline because we were finishing up the album. It was the final night in its final hours, and we all went to a bar. We decided that by the time we left, we would be named. Then Steven just randomly said you know how about Shadow Shadow Shade, and we just all liked it simultaneously.

Who would you cite as the groups major musical influences?

So hard to say. Claire is an opera singer, and Tom's a producer who's worked with Kanye and the Wires. We all really like Pavement; all love the Beatles. With this album we reference a lot of Brian Eno, Pink Floyd, and the Mamas and Papas.

How would you describe your sound?

I think our goal with this recording was to have lyrical consistency throughout. The albums and recordings we made previously we were really focused on just the songs and which ones were best. With this we wanted to create a unifying sound, maybe not so eclectic, focus on one mood so when you are in a certain mood, it is the mood to listen to Shadow Shadow Shade.

Given that the band is vocal about preferring albums to singles, do you think it would've been easier to make your music in an earlier generation, or is 2010 the right time?

We just finished the album, so I hope that its current and modern and that people like it. Any time you hear three or four part harmonies it harks back to the '70s. We wanted to make an album that when you look back on it, you can say that is from 2010. We have electronic elements; Aaron Burroughs has a wide song pallet. If you were to ask me if I would choose a different generation to play in, I'd say the '70s. It was more inspired.

What do you think is lacking today that was caused such inspiration in the '70s?

War. The draft.

Is it the draft that sets the Vietnam War apart from those in Iraq and Afghanistan?

There seemed to be more urgency. Its bizarre to think we have two full-scale wars and there is not a respective full-scale movement or underground revolution. It seemed in the '70s any minute someone you love could be shipped out; it made everything more intense. I think that music often reflects what is going on with society, and when you are going through heavy turmoil such as a major war, it produces better art.

[Steven joins the interview]

How many SXSWs will this be for you?

Steven: This is our fourth.

Brian: But the second as this band.

Any acts you are excited to see?

Brian: The XX.

Steven: Fools Gold. We are doing a West Coast tour with them, and I'd like to catch them, see what they are doing live.

Given then that you are no strangers to the SXSW experience, what would we find in your festival survival kit?

Steven: Emergen-C

Brian: Yeah, and some Xanax.

Steven: Yeah, that too. Something to ward off hangovers; sunscreen, lots of places are outside and you end playing right into the sun.

What's the best hangover cure you've found?

Brian: Kombucha Tea.

Steven: A glass of water without ice. Also Perrier with my Emergen-C. Something about Perrier has a placebo effect, body wants more beer and Perrier gives it the placebos. It's always worked for me.

Any goals for this year's festival?

Steven: Meeting with labels. Since our management is in New York, it will be nice to meet up with them, form a plan of attack.

Brian: We went last year [at the] last minute, [we] just had signed to Windish and had lots of interest for managers and publishers. That was last year. Now that we have an album out, it's more of an introduction to our sound.

Steven: If labels see us, that's awesome. But we also look forward to getting back together with promoter people and getting face time with everyone that's there. Of course getting some free booze, too.

Nick Scott is a contributor from Seed.com. Learn how you can contribute here.