of Verona Has MOMENTUM, Soundtracking the Future with its Unique Brand of Electro Rock 'n" Roll
Mixing Up Futuristic Alternative Rock with Gritty Authenticity, of Verona's The White Apple Explores Timeless, Humanistic Themes of Loss and Recovery
Sennheiser announced its MOMENTUM campaign, which together with Spotify highlights one hundred unique sound stories from all over the world: stories about creators with MOMENTUM, people who push the world forward with their creative passions. The stories feature artists, innovators and entrepreneurs in the truest sense, and serve to inspire others to uncover their own unique MOMENTUM.Last month, audio specialist
The story of Los Angeles-based of Verona is the latest in this series of inspiring stories. The ‘unconventional’ indie-rock band, named after William Shakespeare’s shortest play, was formed ‘solely on the virtue of its talent, resting on authenticity and no trickery,’ asserts lead singer Mandi Perkins. The band’s most recently released debut album, The White Apple, has been praised by critics as a ‘soundrack from a film of the future.’
of Verona, which consists of members Perkins, multi-instrumentalist Dillon Pace and drummer Jeff Sojka, has earned itself loyal audiences across the U.S. by plowing through an unrelenting touring schedule and pushing the outer creative limits of the gritty and often unwieldy universe of electro rock ‘n’ roll. Perkins, armed with insuppressible attitude and and English Literature degree from UC Berkeley, uses her literary prowess and MOMENTUM to establish a more meaningful connection with fans.
“I think MOMENTUM means starting all these little fires and finding ways to keep them all going,” says Perkins. “You might have ten fires going on at once, and you find the one you really want to develop. So you keep putting more firewood on one of them to make it grow bigger and bigger and bigger. It’s loving something you do and wanting to see it to the end to make it grow.”
The White Apple album was inspired by the band’s 2011 Fall Like Roses EP, a 6-1/2 minute journey of ‘melodic dissonance’ conceived in Pace’s basement studio as he scurried around frantically trying to pack a suitcase before leaving for the airport. What he didn’t realize was that he had left a drum loop and string section going and the microphone on. This moment - forever captured on tape – were the songs lyrics and vocals Perkins created on the spot that were later placed atop an eerie piano among other production elements added shortly thereafter.
Though it was spontaneous and unplanned, Fall Like Roses turned out to be the sonic engine for The White Apple, which conveys a deeper sonic landscape. From a lyrical perspective, the album explores the timeless humanistic themes of loss and recovery. While The White Apple definitely falls into a cinematic classification, it does not follow the ‘typical’ rock art form and demands the attention of the listener -and commands repeated listening.
Having endured the rigors of touring for four years now, Perkins concedes that she has never been on tour in an exclusive private jet or in fancy limousines. But when the band is on stage, none of that matters — the artistic struggle simply dissipates into the ether and it is all about connecting with fans.
What’s your MOMENTUM?
As part of the MOMENTUM campaign, Sennheiser is inviting anyone to share their creativity by contributing their own videos on www.sennheiser-momentum.com and by watching the MOMENTUM videos. Visitors can vote for their favorite stories and add their own seven-second MOMENTUM film to a video chain that inspired them, or that shares the same themes or ideas as their own submission. To take part in the MOMENTUM project, videos can be uploaded between April 2, 2014 and July 31, 2014.
Those who inspire the most successful chains, creators of the most successful videos, and people who vote over ten times in a week will be eligible for a weekly prize drawing for a pair of MOMENTUM headphones and a six month subscription to Spotify Premium. As part of the campaign, Sennheiser will also award ‘ultimate sound experience’ trips to New York, London and Tokyo.