Decatur, Georgia band Warm in the Wake have just released a new EP, Speak Plainly. Go to their website and you can pay what you want for it, Radiohead style, or you can give them five email addresses and get it for free. They’ll send an email to those people asking them to check out the music, and download it for themselves if they like it. If everybody gives them five email addresses, and those five give five more each, that quickly and exponentially turns into a humongous number–clever marketing, huh?
It wouldn’t matter much, of course, if the music wasn’t good–it is. In fact, I’d go so far as to say that it’s great, the kind of mellow indie pop that’s easy on the ears yet sticky enough to be a recurring fixture on your iPod playlist. Like the late, great Antenna or Grant McLennan and the Go-Betweens, the band knows how to put across a simple melody without pushing it in your face.
“Explorer (Caving Day)” would be the ‘single’ if this were that kind of release, instead it will just be the song you put on ‘repeat’ the most. Besides, any tune that namechecks the Nantahala River is okay by me. Check it out for yourself here.