Fresno Famous

The New Persuasion, released by Greytank Records on February 8th, chronicles No Cello's thrilling combination of classic rock riffs and Radiohead inspired psychedelia. Each of the six tracks on the album feature James Brittan-Gore's frenetic vocals and drums interlocked with the stoner-rock inspired counterpoint of Jordan Beyelia's guitar. The group's mastery of 60's guitar tones and knowledge of minor key chord progressions is evident throughout the New Persuasion's 25 minutes.

The young pair, who have performed together since their high school days in bucolic Clovis, manage to develop some interesting and occasionally poignant songs despite their youth (Vocalist/Drummer James Brittan-Gore is 20 while guitarist Jordan Beyelia is only 17).

The New Persuasion offers concrete evidence of their musical allegiances: one foot in the world of acid-washed classic rock and the other in the more sedate but equally vivid landscape of mid 90's indie rock. Beyelia's sinewy and distorted guitar licks are the focal point for the first half of the album, loose arpeggios merge with syncopated and desperately strummed bar chords, while the latter two songs on the disc feature a more gentle and mature Brittan-Gore crooning over fizzy organ sounds and droning keyboard parts.

What's unfortunate is that the duo fails to deliver the same impact on the EP as the two convey in their live shows. Organ Donor, My Piano, and Revolution, all staples of No Cello's regular set list are proficient recordings but also unremarkable compared to the more stripped down versions that Brittan-Gore and Beyelia conjure onstage. Adorned with overdubbed guitars and featuring keyboard parts that are almost inaudible when you watch the group perform live, Revolution feels cluttered and less raw and emotional than one might hope for.

In contrast Eyes on Eyes Off and Turn Me Off, the last two tracks on the disc, feature reverberating drums and distant echoplexed guitar parts that sound alien and more akin to Icelandic rockers Mum or Sigur Ros. Poised and hushed, these two fantasias are simple and stark, romantic and wistful like an old four track recording or the salvaged wreckage of some ancient ADAT.

While it's probably accurate to say that No Cello has helped jumpstart the local music scene especially after its collapse following the death of the of The Fulton and the Wild Blue it'd be premature to say that the New Persuasion is going to put Fresno "on the map". But maybe Clovis yeah, we'll give them Clovis.

The New Persuasion can be purchased at www.greytank.com.