Gomez

“That is kind of, for us, what we’re trying to achieve rather than any sort of massive breakthrough – just little breakthroughs in good places where people are enjoying good music, as opposed to trying to crack the radio, which we’re just never going to do because [our music] doesn’t sound like what’s on the radio. So therefore it won’t get played.”

The 24-year-old’s conservative, almost pessimistic outlook may be surprising considering the band’s accomplishments since forming in Sheffield, England, a few years back. The group – comprising members Tom Gray, Ben Ottewell, Paul Blackburn, Olly Peacock and Ball – had not played a single gig until after it signed to Virgin Records. The band’s label debut, Bring It On, which was basically a touched-up personal demo, earned Britain’s prestigious Mercury Music Prize for 1998 Album of the Year, along with a host of other European awards.

It’s obvious Gomez is full of talent. With last year’s release of Liquid Skin, the band’s strong sophomore effort, great expectations were abundant. However, despite wide critical acclaim of the group’s albums and live performances, reception has been lukewarm among listeners in the States. But that’s not slowing the band; a studio EP is expected in the coming months and a live recording a bit further down the road, as well as continued touring.

While it’s curious to wonder how music history will remember Gomez – at best, a 21st century master of rock or, at worst, one of a countless number of forgotten acts – the band has too much potential to lead it to the latter. Besides, a British band that vocally opposes the dance music scene is something to respect. “That’s what’s ruined the airwaves,” Ball said of the U.K.’s popular genre, “and shit-pop, which has ruined the airwaves everywhere.”

The band’s sound is definitely geared more toward Dead-heads than dance-heads, but don’t think the response will be less than toe tappin’. These guys in their 20s seriously jam, a talent that will be prominently displayed on their upcoming EP. “That’s what we’re into at the moment,” Ball said of the free-for-all grooves. “It was a long time ago that we recorded Liquid Skin. So anyway, we want to get some more stuff out. We recorded in January, so it’s really fresh. It’s a hot potato.”

The band’s unique sound, however hot, isn’t grabbing American or European radio. In the U.K., “There’s only really one radio station that plays [the album] and only very little because, simply, it just doesn’t sound right next to the polished pop product,” he said. “Basically, I think people that run musical things have a poor impression of what the public are willing to listen to. It’s like, ‘Oh, no, there’s no way our audience could listen to this.’ … ‘You can’t do that because it doesn’t sound like anything else.’ Wow, what a fucking mentality you would need to think like that.”

Without solid radio support, Gomez has turned to live performances for continued success. But it wasn’t easy in the beginning. “We were shit when we first started, really bad, had no concept of how to perform in front of people,” Ball admitted. Before signing a recording deal, Gomez’s members recorded tapes for their own amusement but couldn’t afford the right equipment to carry a live show. The Virgin deal pressed the band into action. “We were like, ‘Well, we’re not going to give up this opportunity. So we better start figuring out how to do it – quick.'”

With about 15 club shows under their belts, the guys in Gomez hit the European festival circuit. “It was so quick because then we did the festivals and that was when it started kicking off because loads of people saw us,” Ball said. “And we were really in kind of the right atmosphere for the festivals, just kind of laid-back, jamming-along, people-chilling-out kind of thing.” The band’s results so far: “We started playing clubs here and now we’re playing two nights at The Fillmore.”

The group’s U.S. road trip totaling about a dozen dates targets the West Coast. Ball predicted that after a short break, Gomez’s return trip will concentrate on the East Coast and other specific geographic regions. “Instead of coming out here and slugging our guts out for like six months … we break it up and try to make it doable for everybody so people don’t lose their minds,” he said.

It might already be too late, however, as Ball raised the topic of “the poor state of American chocolate.” “[American] milk is just full of vitamins. Get rid of the vitamins and just have milk. … That’s the trick. Get some good milk and then you’ll be able to make some great chocolate,” he said. “That’s my tip for America. … If you ain’t got good milk, then you’re fighting a losing battle.”