Emerging from the gritty streets of Philadelphia in 2014, Sheer Mag carved a niche with their infectious brand of lo-fi, guitar-driven rock. Their early offerings - a trilogy of EPs released on cassette and vinyl - captured the essence of raw, unadulterated rock and roll, earning them a dedicated following and critical acclaim.
Though undeniably young - the band coalesced at SUNY Purchase - Sheer Mag's sound resonated deeply with those who grew up amidst the sonic boom of 70s rock. Drawing inspiration from the likes of Thin Lizzy and Blue Öyster Cult, their music pulsed with the same energy that once blasted from muscle cars and filled smoky dive bars.
Frontwoman Tina Halladay's vocals soared with a commanding rasp, perfectly complementing the band's arsenal of punchy riffs. Their logo, a potent symbol of their rock and roll spirit, solidified their aesthetic identity. However, despite the undeniable talent and early success, questions lingered about their longevity.
Sheer Mag operated entirely on their own terms, self-releasing their music on their imprint. In today's music landscape, where mainstream trends often dictate success, their unwavering commitment to their unfashionable sound seemed almost defiant. Doubts arose - could this band, existing outside the realm of current trends, sustain itself in the long run?
Fast forward a decade, and Sheer Mag stands tall, defying expectations. Their third album, "Playing Favorites," released on Jack White's Third Man Records, marks a new chapter while remaining true to their core.
While the association with the legendary White Stripes frontman elevates their profile, the album's essence remains distinctly Sheer Mag. Embracing a decidedly lo-fi aesthetic - a nod to their heroes whose music thrived on the grainy sounds of transistor radios - they deliver a collection of distorted, electrifying anthems.
The opening title track, "Playing Favorites," serves as a bold declaration of intent, reiterating their core purpose: to connect with the audience, offering a potent musical escape from life's daily struggles.
Written by guitarist Matt Palmer, the album's lyrics consistently portray music as a refuge, a balm for the soul, and a catalyst for finding solace amidst challenges. Many tracks evoke the familiar atmosphere of bars and clubs, where strangers gather to lose themselves in the rhythm and temporarily shed their burdens.
"All Lined Up" uses the metaphor of a pool game in a dingy pub, highlighting life's navigation through calculated moves and strategic shots. Halladay's powerful vocals deliver the message: "There's a long shadow / Cast upon your face / But we're not here to wallow / We came to escape."
This track exemplifies a recurring theme throughout the album - the subtle incorporation of groove and syncopation into their riff-driven foundation. While their music draws heavily from punk and classic rock influences, Sheer Mag pays homage to the era when rock transcended boundaries - where bands like Bad Company dominated the charts and cover bands in local dives set crowds ablaze with renditions of classic rock anthems.
Tracks like "Moonstruck" and "Mechanical Garden" showcase this fusion, incorporating a discofied strut and even featuring a guest solo from Tuareg guitarist Mdou Moctar, who seamlessly adapts his style to Sheer Mag's roadhouse dancefloor vibe.
The album also ventures into rootsier territory. "Don't Come Lookin'" opens with a fingerpicked acoustic intro, seamlessly transitioning into a country-rock feel reminiscent of Duane Allman. Similarly, "Golden Hour" evokes a nostalgic atmosphere with its jangly acoustic shuffle and sing-along melody reminiscent of Johnny Rivers' "Mountain of Love." These tracks create a comforting familiarity, akin to the joy of hearing the perfect song on a jukebox after reuniting with an old friend.
Sheer Mag embraces a minimalist approach to percussion, focusing primarily on Halladay's vocals and the electrifying guitar riffs. This stripped-down aesthetic might not resonate with those seeking hyper-produced soundscapes. However, for those who appreciate the raw energy and unfiltered authenticity of rock and roll, "Playing Favorites" delivers ten years of experience distilled into a potent, three-minute escape.
