Rock It: Self-promotion takes Brit indie band fiN far

Posted on November 14, 2013

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Rock It: Self-promotion takes Brit indie band fiN far

fIN (Photo Provided)

fIN (Photo Provided)

 

By: Rachael Mattice

British indie-alternative quartet fiN proved how far epic self-promotion and ambition can take you when they released the digital LP of “Life is Wasted on the Living” March 25.

Formed in late 2009 by vocalist and guitarist Luke Joyce, guitarist Jonny Garner, bassist Kerry Lambert and drummer Simon Harding in Wandsworth, England, fiN quickly has accomplished what takes some musicians years to fulfill.

Not only did the four mid-20s friends beat the odds of finding success, but they also started their own record label, Artisan Records, to release the LP and uploaded their own videos and documentary to their YouTube channel.

FiN packs a punch in independent music as masters of the digital era, free from the choke-hold of the music industry.

The band also actively seeks out press through social media. Last week they politely tapped on my electronic shoulder.

FiN’s softer style doesn’t usually capture my attention, but to the surprise of my picky ear, fiN’s opener “The Artisan” delightfully broke down my musical barriers and pushed me to listen on.

“The Artisan” is a beautifully layered soft jam track with minimal vocals and guitar that slightly mimics Santana’s sound. It was disappointing that more of the tracks on the 12-song compilation weren’t similar to this.

Lambert’s bass line pounds through the grunge rock track “Rapture,” outshining the rest of the instrumentals and awkward pop chorus.

Not only is this fiN’s best track because of Lambert’s bass – one of the band’s strongest features – but the video demonstrates their live energy, deeming them worthy to open for bands such as Muse, Incubus and Feeder.

Staying strong with heavy bass, The Killers-esque “Twenty Three” experiments with different guitar pedal features. The lyrics “take me back to when I was young” are laughable, as the band members, at 25, are nowhere near old fogies.

LP titled “Life is Wasted on the Living” is easily passable. The simplicity of the instrumentals and whiny vocals is not pleasant. “Eve” features a complimentary female guest vocalist, but is also dismissible if it weren’t for the weirdly erotic music video when a doped up female fondles an electric guitar meant to represent losing your virginity.

However, the music video created for “Everybody Dies Alone” is immediately captivating. Along with the slow tune down on the guitar in the intro, the contemporary dancers parallel the music with their bodies, yielding a piece of artwork that is out of the box for most modern music.

But as a whole, the LP lacks a bit of cohesiveness and unity. It isn’t supposed to sound like a greatest hits album, but does in parts because of the drastic difference in the combined singles.

With folk rock bands like The Lumineers and fellow Brits Mumford & Sons taking over mainstream music, fiN’s alternative rock might not sound as fresh as it was a few years ago, but will still wrangle a similar audience.

Reaching No.10 on iTunes rock chart on the day of the LP’s release shows fiN’s organic zeal and commitment.

To read more about fiN, visit lifeiswastedontheliving.com.

Mattice is a producer and music journalist for the Journal & Courier. She can be reached on Twitter @RachaelM_JC.

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Posted in: "Rock It" Column