Music on Memolane: Iration

We are huge fans of Iration at Memolane, not only because they were one of the first bands to embed a Memolane on their blog, but also because they make incredible music and they do all of their own social media. Micah Pueschel and Adam Taylor were kind enough to take some time out of their busy tour schedule and give us some insight into how Iration approaches social media (and offer some music recommendations as well).

1) Can you tell us a bit about yourself, how you got into writing and playing music, and how Iration was formed?

Micah: I began playing the ukulele at about age 12 and played local Hawaiian music growing up.  I began playing guitar in college and from there started to write music.  Iration was formed in a garage in Isla Vista, CA amongst friends.  Just a way for us to play the songs we liked, and as every musician knows, once you start playing it is addicting.

Adam: I got into playing music in junior high for the school orchestra and later got into other instruments.  The band was formed during college in Santa Barbara as a hobby and as a way for us all to jam together.

2) As a band, how are you using social media to promote yourself and connect with your fans?

Micah: Social media is the most important tool for us as a band.  We definitely owe a great deal of our success to connecting and communicating with our fans through social media.  We use it to make our set lists for tours, to give an insight into our lives, and to try and show them where the music we make comes from.  It’s a way to communicate directly with the people that care.

Adam: We like to stay on top of the trends and use social media sites that work individually for us.  I like to use sites like Foursquare and Posterous, and some of the other guys are more into sites like Twitter or Facebook.  Our tour manager Colin does Instagram. Joe D (drummer) recently got a GoPro and was sharing videos while back home in Hawaii. It’s cool to use the sites that are interesting to you. Today it is so easy to update all your sites from your phone.

3) A lot of musicians rely on their labels to manage their social media, but you guys do all of your own social media for Iration – what are the benefits of representing your band from a personal perspective on social media?

Micah: I think people can tell when a post is genuine or not.  For us it’s cool to be able to connect directly and to be in control of the image that we are putting out there.  We want to give our fans something that is genuine and real and not over produced.  We want to show them what we are really like and what we think is funny or cool without the barrier of someone else.

Adam: It keeps us more in touch with our fans and that’s really fun.  We’ve always been really hands-on with our band so it was natural for us to want to reach out to our fans and associate with them.  We’re lucky because we started playing together at about the same time social media started becoming really popular and important for bands, and we’ve always stayed on top of it. 

4) What types of content are you adding to your Memolane to represent Iration? Are there any services you would like to see added to Memolane?

Micah:  We all post lifestyle vids of us living our daily lives whether that be GoPro footage of the boys surfing, or pics of us playing golf, or footage from a concert we are at.  It could even be something as simple as us feeding our fish or taking a pic of someone doing something embarrassing.  It just comes down to what is real in our lives that goes into the feed. In September we head out on our national Lei’d Back Fall 2011 Tour so…

Adam: We’re adding videos and photos through Posterous, tweeting, and doing Foursquare check-ins mostly.  We’re always expanding though, and there are always new outlets.  Memolane is rad as is! It’s kinda cool to look at our Memolane and see where/what was going on during certain tours and at different points in our career. 
 

5) Is there any song that would inspire you to friend someone on Memolane if you saw it in a Last.fm memo on their lane?

Micah: Probably anything involving the Beatles or the Black Uhuru.  If you are listening to both those bands then we can definitely be friends.

Adam: If they liked anything by my favorite reggae artist Black Uhuru, they’re in. 
 

6) Where can the Memolane community find out more about Iration and hear your music?

Micah: We have a brand new website at www.irationmusic.com where you can stream our music, as well as our Facebook Page and our Twitter account.

Adam: They can check us out where everyone is, on Facebook, or our website.
 

7) Can you share with us what are you listening to right now?

Micah: Foster the People: Last.fm | Spotify
The Strokes: Last.fm | Spotify
The Black Uhuru: Last.fm | Spotify

Adam: Foster the People: Last.fm |Spotify

This blog post is part of our Music on Memolane series, highlighting musicians and people in the music industry creating great things with Memolane.

As inconceivable as it may seem – particularly to mainlanders – some residents of the 50th state suffer from a malady known as “island fever” – the realization that you’re stuck on whichever island you are living and not going anywhere.

On the other hand, residents of the 49th state – who have plenty of beach but not a lot of ocean – may find it just a little difficult to get their heads around a sickness that involves being surrounded by beautiful sapphire seas.

Arizonans can however get a taste of Hawaii when Iration plays the Martini Ranch in Scottsdale on Mar. 8.The islands are not only the biggest influence on the band’s sound – but they’re home to all of its members.

Kai Rediske(vocals/percussion),Joe Dickens (drums), Adam Taylor (bass), Cayson Peterson (keyboards), Micah Pueschel (guitars/vocals) and Joseph King (dub controls)combine elements of reggae, rock, and pop, mix them with keyboard/synth and melodic vocal lines, and create something truly unique. It’s not surprising that the band’s signature sound has continued to gain them legions of new fans.

The sextet’s last full-length album, Time Bomb, was released March 2010 and available as an iTunes exclusive pre-release, reaching as high as #1 on the U.S. iTunes reggae albums music chart and #40 on iTunes’ overall music chart. The album also did well in the physical realm, debuting at #2 on Billboard’s Reggae Albums chart and #30 on Billboard’s Heatseekers Albums chart.

Iration wasted no time by releasing their new EP, Fresh Grounds in February 2011. The first single from the EP,the carefree, summer-anthem “Summer Nights” has already sold over 6,000 copies since its digital release on August 17, 2010 when it debuted at #2 on the iTunes reggae singles chart in the U.S.

Bassist Taylor spent some time in a recent interview discussing the band’s matchless sound. Some artists might fight being labeled as a “niche-band,” fearing the potential inventive restrictions. Taylor views things differently.

“We don't mind being labeled as a reggae-rock band at all. We just want to be able to cross over to different fans and different markets.”

“In my experience the genre has really started to take off.  It seems like a lot of our friends in bands who we started with are doing really well and are able to tour and produce successfully.”

Experiencing Iration live is an extraordinary happening. The band’s distinctive sound and keen feel for modern and traditional performance techniques keep hands raised and heads bobbing – whether arookie or a veteran.Taylor discussed the band’s reputation as great live performers.

“We definitely embrace and strive to be a good live band,” said Taylor. “We spend a lot of time developing different set-lists to adjust the flow of the concert and so fans don't see the same show twice. It’s a lot of fun to play music so it’s not hard if you practice and love what you're doing!”

Iration’s busy touring schedule gives them ample opportunity to play live. Amazingly, the band still manages to write new stuff while touring.

“It’s definitely a challenge, it’s a lot easier for us to write when we're home,” confessed Taylor. “We do like to develop songs that have full or partial lyrics on the road during our sound-checks.”

The rigors of the road can present other challenges as well for artists. How do Taylor and the band handle those days when they roll out of bed and just can’t seem to pick up a guitar?

“That really never happens to us because we enjoy playing so much. We try and maintain a healthy lifestyle so that helps with keeping everyone’s energy up to perform.”

And it probably helps to have a few surprises from fans along the way. Taylor agrees.

“Haha, yeah. We've had some pretty good surprises on this tour from fans throwing things on stage to some of the turnouts and energy we've been getting from in the smaller markets.”

Although Rediske and Pueschel have carried much of the songwriting load in the past, the band plans to use a more democratic approach in the future, by including the whole group more in the musical development.

“Yeah, definitely. We all enjoy the creative process but at the moment we all individually have our own strengths that we contribute to the process and it seems to be working for now.”

While the songwriting duties may change to be more inclusive, one thing that won’t change is the focus on fan friendly songs. Some might feel that such an approach restricts their artistic freedom – but not Iration.

“Not really. We want to write songs that people want to hear because that's how we write and it’s our intention to be a ‘listener friendly’ band.”

Even loyal fans can resent any changes to a favorite band’s music. As a group evolves and its fanbase grows, dealing with the inevitable “old fans” that resist new styles can become a tremendous challenge. It’s something that Iration is prepared for.

“Our music is always changing and we hope our fans adapt as we adapt to the changing industry. By sticking to our roots and the fundamentals of reggae I think we'll be able to keep it interesting while retaining our signature sound.”

“We want to experiment with more of an acoustic sound, we'd also like to produce a live disc. We're into a broad array of music types so I'm sure we'll continue to mix it up musically.”

Speaking of changes, a revolution in the music industry has forced artists to consider different methods of recording and distribution, among many other things. Some musicians view it as a challenge while others view it as an opportunity. Taylor is optimistic.

“For us it’s been a huge opportunity. Right when we were getting started, social networking online was just starting to make an impact for bands. That helped us build our fanbase and do well with iTunes and other digital distributors.”
  
“We've achieved more than I imagined but we're still hungry for more and are going to keep progressing and growing as a band. I don't think there's ever a point where you're fully satisfied as a musician.”

Nonetheless, the hard working band has had its share of successes – as well as defeats. Taylor described the band’s greatest triumph – and its greatest disappointment.

“Our greatest triumph to date was our LP Time Bomb getting to #1 top reggae album on iTunes beating out a lot of our inspirations like Bob Marley and Steel Pulse.”

“Our greatest disappointment to date would be any show where I feel we could've played better. That gets us down for a few days but we always play better the next time because of it.”

With that kind of an attitude, it’s easy to understand why these Hawaiian-raised, naturally talented musicians look forward to spreading their original sound, aloha spirit, and cutting edge (surf) culture as far as possible...

By Kevin Yeanoplos

• Tucson Concerts Examiner

Kevin Yeanoplos uses his four plus decades of concert experience, from the Monkees to the Gorillaz and everything in between, to make you actually...

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Catchy and soulfully harmonic vocals curl around swells of distorted and aggressive guitar riffs, bumping basslines, kinky keys and crashtastic drums in Fresh Grounds, the new EP from Hawaiian native rockers Iration.

The five tracks included on the EP create an island-flavored wave-riding aural experience that flows on layers of acoustic melodies, synthesized sound effects and percussion mixes. “All This Time” is a highlight with its raging guitar licks, drum jams and expressive lyrics about fulfilling desires; “No Letter” is a swaying, passionate acoustic number about the end of a relationship; and the closing track, “Summer Nights,” creates a night-air sonic atmosphere with its groovin’ tropical riddim and sweet-sounding vocals: “It’s just one of those days, no it’s not a phase, it’s all mentality / At the liquor store pickin’ up supplies, Party all night, waitin’ for the sunrise / And when the world stops catchin’ up to me, I take one breath and smile because the mood is right, thinkin’ bout those summer nights…”

The EP is a welcome addition to the breezy and chillaxed discography of Iration, which makes it a quintessential soundtrack for the sunshine and beaches of Florida life. Iration’s island pulse is perfect for barbecues, bonfires and, especially, those days spent lying on the beach that somehow or another turn into playful nights. With Fresh Grounds, the Hawaiian musicians prove they’re a dynamic group on the forefront of the constantly expanding reggae-rock/made-for-the-beach music scene.

Fresh Grounds EP by Iration

I recently got to catch up with Iration’s bassist Adam Taylor, who took a few minutes before a Virginia performance to chat with me by phone about the band’s rising success and their genuine enthusiasm about playing Florida. Check it out below.

CL: What was the overall intention of the Fresh Grounds EP and what does it say about where the band is musically, at this point?

Adam Taylor: One of the goals with Fresh Grounds was to showcase our musical range and our variety a bit more. Typically, our other releases tended to have a more traditional reggae-rock sound and with Fresh Grounds we did sample different styles. For example, this is the first time we’ve ever used acoustic guitars in songs that we’ve produced as well as some really rockin’ guitars and synthesizers and stuff.

What it says about us musically, at this point, is we don’t just want to be known as a reggae band, but we want to go into mainstream and break into and incorporate other genres as well. We all have a lot of different influences, so the one thing we really don’t want to do is be typecast as just another reggae-rock band. Also, with all the song writing that Micah [vocals/guitar] and Kai [vocals/percussion] do, there are a lot of pop sensibilities. Right now, the writing style goal for us is to always be listener friendly and to offer something lyrically the listener can identify with, no matter what musical style we are playing with.

The last time you guys were in Tampa, it was in 2010 supporting The Expendables, and you’ve done some headlining since then, but mostly you’ve supported a lot of other great musicians. How does it feel to get to be rolling solo, supporting your own EP? I know the Fresh Grounds tour just started, but how’s it going, how are fans responding to the new tunes in the live setting?

It feels really good! We’re from Hawaii, so we had a lot of success on iTunes and stuff, but we didn’t have the touring availability, ya know, because we were from a small island. We’ve done a lot of support-touring of bigger bands, which has really helped us a lot, but being able to go back to Tampa as the headliner, supporting our own music and playing new songs off the EP feels really good, and we couldn’t be more excited to get to headline in Tampa.

So far with the tour, we’ve already had tons of really good sold out and packed shows. One really cool thing is the EP just came out and already the fans know the words, they love the songs and they’re requesting the new tracks. And that’s really a testament to the Internet. Fans have been able to access the music, maybe even before the EP came out.

While on a winter tour, how do you guys keep it Hawaii while on the road and what do you miss most about Hawaii when touring?

Well, the first part is an easy question, ya know, we don’t even have to try to keep things Hawaii because it is so embedded in our nature and is so innate in us that it just comes through naturally in everything we do. But, coming through the snow and cold, it’s easy to miss home, and I really can say on behalf of the whole band, we really enjoy playing in Florida. Other than California, Florida is the closest we come to the vibe we get when we play at home in Hawaii, so we’re really stoked to come down and jam all the new songs for everybody.

I’ve yet to see you guys perform, but word on the street is Iration puts on a great live show. What makes Iration a band people should want to go check out live?

For us, the most important thing is to bring good energy and give a really positive vibe while we’re on stage. Also, we really love the energy we get from the crowd and whenever we come to Florida, especially, they show so much love that it’s really easy to perform. Playing live, especially for fans like that, makes it so easy as a musician — they give us energy and we just give it right back.

Iration & Ballyhoo! with Fiction 20 Down/UnMotivated/Resinated, Fri., Feb. 18, 7 p.m. doors, Jannus Live, St. Petersburg, $15 (all ages).