Froth Aren't Ready To Be Serious

The Band Who Went From A Joke To A Fashion Show In No Steps

On February 14, 2017

Grey beach rock tinges waves of modern, moody psychedelia on the LA-based Froth’s forthcoming third album Outside (Briefly). We’ve got the chillest recent release in our store this month, and it’s filled with tracks as dynamic as Froth’s weird career so far.

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“Not to sound kind of cliche, but I think that we've kind of grown up musically...It seems less covered up by things to try to hide...now we're ready to show the bare songs,” said band member Joo-Joo Ashworth. “By now, all of us are really opinionated with recording, just because we've been doing it so much, and we've recorded so many times with the band and individually. It was really easy to riff off of each other and come up with more loose ideas in the studio because we just had more to work with mentally.”

Just trust me, Outside (Briefly) is no joke, despite the fact that they kind of started off as one. Joke bands usually don’t last long enough to score a Yves Saint Laurent show, but then there’s Froth.

One listen to Outside (Briefly) it’s hard to imagine the band could have spawned from anything resembling jest. It’s sunny, but undeniably legitimate, radiating warm skill at every shoegaze-y hook and surf rock riff. But Ashworth confirms that they were only pretending, at first.

“I was in this fake band with these three guys, who ended up being in the actual band, and we just would tell people that we were in a band because people always asked us. We’d go to so many shows that people would just assume that we were in a band,” Ashworth said. “Then eventually, Jeff and I started writing music together and we're like, “Oh well, wouldn't it be so funny if the band that we had been telling people we were in actually just became a band?”.”

"One listen to Outside (Briefly), it’s hard to imagine the band could have spawned from anything resembling jest."

Three albums later, and based on their sound and success alone, you’d have no idea they were ever anything but serious. The only semblance of proof left of their origin is their name.

“There's been a bit of band name regret because of the influence of being with a fake band name. So the band name itself has nothing to do with the music,” laughed Ashworth. Between putting out that first album that solidified their stance as “real band” and recording Outside (Briefly), they went on to release a second album Bleak on Burger Records (Ty Segall, Cherry Glazzer, Cosmonauts) and scored the YSL Fall 2014 Menswear show, an experience Ashworth described as overwhelmingly positive.

"They were really awesome to work with, really. Despite any kind of stigma you hear about fashion people, they were so accommodating," explained Ashworth. "It was really cool, because people you would not expect to be into the kind of music that we're making...just everybody involved was on board with the same idea."

“Not to sound kind of cliche, but I think that we've kind of grown up musically...It seems less covered up by things to try to hide...now we're ready to show the bare songs,” said Ashworth. “By now, all of us are really opinionated with recording, just because we've been doing it so much, and we've recorded so many times with the band and individually. It was really easy to riff off of each other and come up with more loose ideas in the studio because we just had more to work with mentally.”

The layers of experience Froth has gained over the years is as evident to the listener and it was to Ashworth in the studio. On Outside (Briefly), Froth’s legitimacy lies in the clarity of each track and the ease of modern surf rock brought to you by band that knows what they’re doing.

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Amileah Sutliff

Amileah Sutliff is a New York-based writer, editor and creative producer and an editor of the book The Best Record Stores in the United States.

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