The past three decades have written a story packed full of surreal experiences, epic moments, groundbreaking involvement and huge accomplishments. The String Cheese Incident has been recognized for their commitment to musical creativity and integrity, for their community spirit, philanthropic endeavors, and for their innovative approach to the business of music.
When The String Cheese Incident’s growth first started gaining momentum in the 1990s, as the Internet was just beginning to take hold and the major-label business model was failing, the band decided to make music on their own terms.
Since then, The String Cheese Incident has gone on to carve out a completely unique approach to the business of music; they are truly pioneers of a new way of “making a band.” With the Internet as their tool, SCI was among the first artists to disseminate information online, such as tour dates, release information, and other news, to their growing fan base. Rather than doing business on such terms as “the bottom line,” SCI put their music and their fans first, opening companies of their own, including a ticketing company, a merchandise company and a fan travel agency, to best serve their community. The band’s record label, SCI Fidelity Records, has always operated under the same ideals. Even early on, SCI Fidelity embraced downloadable music and file sharing, delivering SCI’s “On The Road” series, where every show the band plays is made available for download on the Internet. Whether they realized it at the time or not, The String Cheese Incident was inventing grassroots band development. Today, literally hundreds of bands are using some version of this same approach to build their brand.
The String Cheese Incident’s commitment goes well beyond their immediate community, and even beyond the music community as a whole. Early on, the band took a serious interest in giving back to the communities that they visited, and they were among the first performers to encourage “Green” shows and tours. SCI’s support has helped give rise to such not-for-profit organizations as Conscious Alliance and HeadCount. All the while, The String Cheese Incident has stayed committed to music as a creative endeavor, not just in their recordings but also in their live performances. The list of SCI’s special guests and collaborators is long and diverse. Their annual events such as Electric Forest and Hulaween, and holiday shows such as New Year’s Eve, have helped redefine the concert experience and have garnered the band a reputation as live music vibe innovators.
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The Wood Brothers have learned to trust their hearts. For the better part of two decades, they’ve cemented their reputation as freethinking songwriters, road warriors, and community builders, creating a catalog of diverse music and a loyal audience who’ve grown alongside them through the years. That evolution continues with Heart is the Hero, the band’s eighth studio album. Recorded analog to 16-track tape, this latest effort finds its three creators embracing the chemistry of their acclaimed live shows by capturing their performances in real-time direct from the studio floor with nary a computer in sight. An acoustic-driven album that electrifies, Heart is the Hero is stocked with songs that target not only the heart, but the head and hips, too.
“We love records that come from the era of less tracks and more care,” explains co-founder Oliver Wood. “When you use a computer during the tracking process, you have an infinite number of tracks at your disposal, which implies that nothing is permanent, and everything can be fixed. Tape gives you limitations that force you to be creative and intentional. You don’t look at the music on a screen; you listen to it, and you learn to focus on the feeling of the performance.”
Throughout Heart Is The Hero, those performances are matched by the visceral storytelling and songwriting chops that have turned The Wood Brothers into Grammy-nominated leaders of American roots music, even as their music reaches far beyond the genre’s borders. The stripped-down swagger of “Pilgrim” underscores Oliver’s reminder to slow down and experience each moment as an interactive observer, rather than a passive tourist. A similar theme anchors “Between the Beats,” where Oliver draws upon a meditation technique — maintaining one’s focus on the space between heartbeats — to reach a new level of presence. The gentle sway of country soul gem “Rollin’ On,” featuring horns by Matt Glassmeyer and Roy Agee, expounds on the time-honored tradition of love as the guiding light through darkness, while ”Mean Man World” finds Chris Wood singing about his responsibilities as a father whose young daughter is poised to inherit an uncertain future. “Line Those Pockets” is a universal call for mercy and understanding over materialism. “Everybody’s just trying to be happy, so put your money away; line those pockets with grace,” the band sings in three-part harmony during the song’s chorus, which emphasizes compassion over cash as the world’s true currency. Together, these songs offer a snapshot of a spirited, independent-minded group at the peak of its powers, always pushing forward and seeking to evolve beyond what’s come before.
“There’s still acoustic guitar, upright bass, and percussion on this album — things people use all the time — but we’re always thinking, ‘How can we make this sound like us, but not like something we’ve already done?’” Oliver says. “Sometimes, the only way to do that is to get weird.”
That sense of exploration pumps its way through Heart is the Hero like lifeblood. Arriving on the heels of 2019’s Live at The Fillmore, 2020’s Kingdom In My Mind, and Oliver Wood’s solo album Always Smilin’ — all of which were released on Honey Jar Records, the band’s independent label — Heart is the Hero is bold, bright, and singularly creative, a fully realized collective effort ultimately greater than the sum of its parts. Perhaps that’s to be expected from a group whose willingness to experiment has earned acclaim from Rolling Stone and NPR, as well as an annual touring schedule of sold-out music halls and theaters on both sides of the Atlantic. Ask The Wood Brothers, though, and they’ll tell you to expect the unexpected.
“We are never satisfied if we are not searching for new musical recipes,” says Jano Rix, nodding to the uncharted territory that Heart is the Hero covers. Chris Wood agrees, adding, “We are one of those bands that isn’t easily categorized. We know what our strengths are, but we can’t help but push the envelope, as well. It’s too much fun.”
