PROFILE: Grizfolk Juggle With “The Struggle”

Gettin' Grizzly.

Gettin’ Grizzly.

Audio:

“You’re young enough to say what you feel / so, say what you feel.” It’s a simple message, but one that we don’t always take into consideration. Even when we face the issues head on in everyday life, as hard they are, it’s the way we tackle the obstacles ahead of us and carry on that builds our character. Put that in some different terms against a psychedelic pop groove and you have a hot song from Grizfolk, who have been making some waves in the blogosphere and could be emerging as one of 2014’s top new acts. Just ahead of their four song debut EP, From The Spark, comes first single “The Struggle”, which likely won’t struggle when it’s issued to AAA radio on February 24 through Virgin and Capitol Records.

The five-man band began to form in late 2012 and is currently based out of Los Angeles, CA, consisting of two members from across the pond in Stockholm, Sweden (Fredrik Eriksson and Sebastian Fritze) and three Americans: Bill Delia from Pennsylvania, Brendan Willing James from California, and Adam Roth from Louisiana. Though their birthplaces were significantly different, they were all united by a passion for pop music, whether it was the thumping beats of EDM or the pulsing twang of southern rock. So, when the two Swedish members and Roth journeyed to the West Coast together as a trio, they gelled by mixing their regional loves. Now, as a quintet, they’re ready to explore even more musical ground.

2013 proved to be a critical year for the group, signing to a big label and getting the ball rolling on the promotion of their material. “Struggle” was originally released back in August via iTunes in some overseas territories and in a lyric video on YouTube, though it was already floating around the web as early as January. Added onto that was a free sampler titled Indian Summer, made available for a limited period. Then, in November, the song was featured on an episode of The CW drama The Originals in a scene with character Elijah Mikaelson, played by Canadian actor Daniel Gillies. That attracted a new pack of interested fans and they’ve since built a following on the road opening for acts like British rockers Bastille, as well as American singer-songwriter Brett Dennen. All of their hard work is finally starting to pay off in a big way.

Grizfolk is about to open on several dates for ZZ Ward on her Last Love Tour, which travels across the U.S. until early April, and they’ll be out once again with Bastille in Europe next month. Meanwhile, keep checking back to see how they do on the U.S. airwaves and my personal chart; they certainly haven’t seen the last of their own love yet. Remember, Bastille themselves were propelled by that same Virgin/Capitol combination and look at where they are with “Pompeii” on the Hot 100 today. It’s a record that sounds like summer, but there’s only one chance to break it and “then it’s gone.”

(Download “The Struggle” on iTunes)(Pre-order the From The Spark EP on iTunes, due 2/25)

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