ALBUM REVIEW: The Sugar Hold are back to party with “QUICKIE”
Photo by Brian Barker
“in a time of relative turmoil and uncertainty, maybe some new music from our scene’s most fun-loving band is just what the doctor ordered.”
There are many universal truths in this area, from musings about bipolar seasonal weather, to Stewart’s ice cream superiority, to a communal hatred for Live Nation. But there’s really only one universal truth within the local music scene, and that is “Nobody Has More Fun Than The Sugar Hold.”
It’s the motto the quintet has adopted like a badge of honor, and they apply it to virtually everything they do. From their matching concert attire, to their eccentric-yet-adorable photo shoots, to writing songs about pleasures as simple as cheeseburgers. From the outside, one might get the impression they’re a rough and rowdy crew, trying to squeeze every last drop out of the party. But here’s the dirty little secret: they’re some of the nicest, most down-to-earth folks you’ll ever meet.
Sure, this may have very little to do with their new EP, QUICKIE, but it felt worth iterating in order to paint a picture. Both on stage and on recording, the band’s goal is simple: help people have a good time and take care of them in the process. Sure, their last full-length SWEET opened with a song called “Get F’d Up,” a crowd-pleasing singalong about, well… I’m sure you can figure it out. But one of the things I took away from it is that not everything has to mean something, and since the world can often feel really fucking heavy… there’s a lot of beauty in that.
That’s all to say, in a time of relative turmoil and uncertainty, maybe some new music from our scene’s most fun-loving band is just what the doctor ordered. And boy, does the medicine go down easy.
From the opening minute of “Olga,” it’s clear The Sugar Hold have upped the ante from last year’s SWEET. Everything is a bit more neat and tidy, a clear result of having spent so much time together on stage by now. The song sets the tone nicely for the surf-rock-sprinkled-with-blues vibes that envelop the entire collection – honestly, the whole thing makes you wonder if the band was transported here from another decade and given access to a plethora of modern equipment.
To take that one step further, it’s also worth noting just how much the band has stepped up their vocal arrangement game, with Beach Boys-lite background vocal sections taking QUICKIE to new heights, particularly on album closer, “i’m fine”. The parts meticulously weave in and out of each other, increasing in intensity as the track moves along to the point where they’re about as prominent as the lead vocal. It’s so effective; producer David Rockower certainly does a fantastic job with not only these arrangements, but in bringing out the best in the band’s performances across the board, and coating them all in a satisfying sheen.
But what especially sets The Sugar Hold apart from other bands in this genre is their attention to rhythmic detail, often offering subtle flourishes within sections of a song that might even go unnoticed on first listen. EP highlight “well qualified” is a great example of this, with a relatively straightforward, shuffling feel occasionally interrupted with offbeat accents to effectively direct listeners into the chorus. At just over 2:00, it’s the shortest tune in the bunch, but vocalist Mikey Baish has never sounded stronger. If you’re looking for the cliff notes answer to ‘What Makes The Sugar Hold So Great?’, “well qualified” is it, all wrapped up in a neat little package. This one is sure to be a live favorite from here on out.
Between the earworm riffs, the chantworthy vocals, and the group-clapping sections, QUICKIE is a clear invitation to party with The Sugar Hold. And for my money, there’s only one way to RSVP: leave a message at the beep with a resounding “YES!”.
The QUICKIE EP is out now on all major streaming services as well as Bandcamp. Hit play, turn it up, and treat yourself to a good time. You deserve it.
The gallery below is a special, behind the scenes look at the recording process. All photos by Debi Gustafson.
