Posted by: Necci – Dec 03, 2012
I won’t lie--I’m a latecomer when it comes to Herro Sugar. I read the feature in the magazine and listened to their recently released EP, Smoking General Kills Sturgeon. I was quite impressed. But the moment that really led me to take notice was when Snowy Owls’ Matt Klimas spoke to me about their record release show, and mentioned that it would be their fiftieth show as well. Wait, fiftieth show? Didn’t they just start playing in the summer?
Herro Sugar's tendencies as a band link them to a much grander source of inspiration than many listeners might give them credit for. They're onto something that is an individual sound, and generate quality that can only be accredited to the band themselves. When I listen, I hear huge swaths of indie rock history storming their way through every chord and lyric, as the youth find a way to make their own voice be heard in the midst of what has already been.
Herro Sugar is participating in this year’s Ghost of Pop, and I believe they will fill the niche that the wonderful Young Adult Fiction occupied last year, bringing the fervor of a young band that teeters on a subtle, unsuspected intensity. And yet, they'll be blessed to be surrounded by the most awesome of Richmond bands. As The Trillions' Chris Smith said of Herro Sugar, “Welcome to the future of Richmond music.” Coming from one of the current scene's heavyweights, that's a quote that should be taken to heart.
By Shannon Cleary; photo by Marin Leong