SONG THAT GOT US: “Sleepy Lion”
ON THE TUBES: MySpace, YouTube
RECORD LABEL: Unsigned
WHY THEM? In our biz, it’s downright energizing to learn of bands by simple word of mouth, as opposed to by a multi-platform blitzkrieg of publicists. Such was the case with Magic Magic, who rep Boston via Salem rather brilliantly on their self-titled debut. That’s “brilliantly,” because the bulk of their fans (thanks to an arrangement with Rough Trade's retail outlets) are in the UK, where they are a few back-alley candids away from being full-on darlings in the music press. Understandably so, as their deft blend of woozy textures, twinkling guitars, lilting vocals, choral lapses, tasteful percussive clamber (courtesy of two drummers), and sheer variety of styles are all well-tempered by a pop approachability that’s far too rare and oh-so refreshing.
BONUS BIT! The “Magic Magic Expanded Universe” at mikehlady.blogspot.com is rich with all sorts of vaguely band-related multimedia bric-a-brac. Highly recommended: the surrealist laffs packed into each of their “video novels."