No More Projection Screens

gim·mick /ˈgɪmɪk/ Pronunciation Key - Show Spelled Pronunciation [gim-ik] noun

1.	an ingenious or novel device, scheme, or stratagem, esp. one designed to attract attention or increase appeal.

2.	a concealed, usually devious aspect or feature of something, as a plan or deal: An offer that good must have a gimmick in it somewhere.

3.	a hidden mechanical device by which a magician works a trick or a gambler controls a game of chance.

4.	Electronics Informal. a capacitor formed by intertwining two insulated wires.

5.	to equip or embellish with unnecessary features, esp. in order to increase salability, acceptance, etc. (often fol. by up): to gimmick up a sports car with chrome and racing stripes.

I'm fascinated with the latest trend of "gimmicks" within the music world. If it's not a projected film, it's a costume. If it's not a costume, it's using trash as instruments. If it's not trash, it's stage props and so on and so on. Some of these gimmicks really help to enhance the live performance but most of the time, it simply annoys the shit out of me. At what point does a gimmick become unnecessary and over the top? It's so easy to do.


I think we need to stop and take a step back. Let's first start with closing your eyes and ACTUALLY listening to the music. Bands who can stand on their own live without the use of stage effects or visual aids should be allowed to be open to the possibility of a gimmick. If you close your eyes and realize you've just wasted somewhere between $5.00 to $25.00 on the show you are at and then you open your eyes only to see a pretentious Godard film being played silently in the background: you've just encountered a band who should NOT have used a gimmick. If I were to write a handbook on how to run a band, I would NEVER suggest introducing a gimmick into a live performance. There have only been a couple success stories. The Album Leaf is known for their use of projections in their live show. They are not the first band to use this tactic, but they are one of the only bands to really get it right. 1) The music alone is good. Their live show would still be great without the projections. The Album Leaf is littered with seasoned musicians who come and go but always get it right. 2) Their projections are not just some kid showing up with his laptop and playing an obscure French film. They are well thought out and programmed visual effects that actually took some time to create. Good job.

Why do I bring up this topic of gimmicks? While standing at Swim Party's cd release show at the Whistle Stop on Friday, July 25, my buddy turned to me and asked, "What do you think of the lights they have?" I stopped. I almost opened my mouth and poured out a bunch of pretentious art student bull shit referencing obscure New York light artists but stopped before any sound fell out. I had a quick realization in my head: I hadn't even really noticed the lights that they had. THAT'S when I realized that Swim Party's little gimmick wasn't pretentious or childish or cheesy. It was just a cool idea. Their simple, straight-to-the-point pop could hold its own. The lights merely illuminated the stage and provided bassist Eric Tremblay with something to hit with this headstock every now and then. Vocalist/guitarist Alex Devereaux provided most of the melodic beef with his echoey guitar and vocal lines that, at times, nebulously blended together beautifully. Petro Halkowycz fills in the space with simple and appropriate drum lines. Some three piece bands can tend to step on each other's toes but Swim Party was a well-balanced trio full of heart. The lights didn't retract from the music or the performance, therefore it didn't bother me.



Just as veterans The Album Leaf weave in and out their fellow musician buddies in live shows, Swim Party invited some of their buds to help with the show. Members of The Modlins, Writer, and even beloved blogger Natalie Kardos took turns ornamenting songs with guitars and keys. It really made me stop and smile. Maybe San Diego really does have a music scene. Maybe not every band in San Diego feels the need to have a cool hairdo or a pretentious attitude or only go to shows to be seen and hopefully be blogged about by CatDirt. It's bands like Swim Party who are genuine--and genuinely just trying to play music and have a great time. It's bands like Swim Party who make me want to go out and see more shows. It's bands like Swim Party who should be allowed to have their little gimmicks and be applauded for it.

But seriously please: no more projections.