Published Mar 13, 2012Like a lot of bands, the Elwins have been making their way to Austin, but they've been determined to acquire some new fans even before they arrive. The Toronto-based pop rockers have been stopping in a handful of cities while travelling to SXSW, which kicks off today (March 13), setting out to charm each one with a personalized song.
"We wrote a short song about every town we're going to on the March tour," keyboardist/guitarist Feurd Ian Robertson Moore tells Exclaim! "And we're doing a short video for every one."
The videos are part psychedelic show promo and part studio shenanigans footage. All are directed by Elwins bassist Christopher Shannon.
The project was inspired by L.A.-based music marketing guru Simon Cantlon (who Moore calls a "super creative dude") after the Elwins met him at last year's CMJ Music Marathon in New York.
"We thought it was a killer idea and a great way to connect with people in each unique city. [The videos] are pretty DIY and we are experimenting with a green screen for the first time ever."
The Elwins spent just 24 hours in the studio recording 14 individual serenades. "I definitely have a few favourites," says Moore. "It all happened so quickly, but Fredericksburg, VA turned out awesome."
They also recorded a theme song for the journey, aptly named "Goin' on Tour." "There's a good mix of slow and fast and different vibes. [Singer] Matt [Sweeney] wrote them all. He is an über -songwriting champion."
All of the tour videos can be watched at the Elwins' YouTube channel and the songs are available for free download at their Bandcamp site.
You can see all the band's upcoming shows over here.