Bands, booking and community building
For many musicians, having space in life to create and stages to play on is the measure of success. While stream counts and ticket sales are fine for rock ’n’ roll fantasy, a Friday night in front of a supportive group of fans and friends is a dream that might actually come true — but it won’t happen alone.
That’s the idea driving Always Forward, a promotion effort led by Sam Beachard, who’s also a singer for Manchester nu-metal band House Lights. Beachard has been part of the local music scene since Rocko’s Bar & Grill regularly presented shows in the early aughts, along with the Sad Café in Plaistow. Between those and spots like Milly’s (now Stark Brewing), he and his college friend Mathew Laramie’s band Horns Become Haloes always had a place to play.
Sad Café and Rocko’s have been gone for nearly a decade and getting from the basement to the big stage is a bigger challenge. Beachard aims to change that.
“I want to build a community within the music scene of New England,” Beachard said by phone recently, adding that indie bands face an uphill battle. “A lot of times they don’t bring the crowd, but even ones that do, a lot of promoters and venues won’t work with them because they don’t have name recognition. They’re not willing to give them a chance.”
Incorporated in late 2022, Always Forward has done five shows already, with four more planned in the coming months. A typical bill is composed of an out-of-town act surrounded by a few local performers. On July 29 at The Strand in Dover, rambunctious Albany, New York, punk rockers The Snorts appear, along with Oziem, a Manchester band equally inspired by Social Distortion and the Misfits. Rounding out the undercard is Lovewell, described by Beachard as “emo alt rock indie that’s good for fans of Death Cab.”
The Jerritones, a Newmarket duo that’s fond of fuzzy guitars and oddball costumes, will headline. “I liken them to early Weezer with elements of the Hives … irreverent silly lyrics, with fuzzy guitars and catchy melodies,” Beachard said. “I tell people it’s something you probably weren’t expecting, but it will put a smile on your face and have you reevaluating a bit of your musical taste.”
The following weekend in Concord’s at Penuche’s Ale House, New Jersey’s Bobby Mahoney & the Seventh Son appear. Beachard calls them “an Americana punk band … very much like John Mellencamp or Bruce Springsteen’s style.” Local support will come from Wired for Sound and Sauce on the Side.
Soon, Beachard’s own band will appear, in support of a new album that’s been a long time coming.
House Lights, which also includes Adam Soucy on drums and bassist Bobby Spence, rose from the ashes of Horns Become Haloes. In 2014, the group made a “Seven Stages of Grief”-themed EP, then scattered. “It was more a getting-back-on-the-horse moment,” Beachard said of making the record. “For us to kind of prove … we can work together, we’ve done a little bit of growing up here, we can be mature about this. But we all kind of had our own thing.”
Laramie and Beachard pivoted to career and family, Spence had a myriad of projects, and Soucy left to study at Berklee. One day in the depths of the pandemic, Laramie reached out to his college friend and former bandmate to share the material he’d built up in the intervening years. “He and I have always worked well together, our styles just blend very well,” Beachard said. “I love the music he writes; it resonates with me emotionally. So it’s easy for me to write lyrics to it that I can fully get behind and I’m proud of.”
What It Means to Feel is set for release Sept. 1, followed by a series of live shows. The first single, “Love and Understanding,” came out July 21. A Beachard lyric could be read as a mission statement for his promotion effort. “You’re not alone in this battle you’re fighting,” he sings. “I’m beside you, still fighting.”
Regarding Always Forward, Beachard stresses that the community he aims to foster needs support from everyone, not just musicians.
“Find one or two bands,” he said, “and make it a point to get out to their shows regularly. That’s what keeps us doing what we do; that’s what makes it worth it, even if it’s not financially. Musicians are stubborn as hell and don’t know when to quit. We’re going to do it, but we need mental support too.”
The Jerritones, Oziem, The Snorts & Lovewell
When: Saturday, July 29, 7 p.m.
Where: The Strand, 20 Third St., Dover
Tickets: $12 at eventbrite.com
Wired for Sound, Bobby Mahoney & the Seventh Son, Sauce on the Side
When: Friday, Aug. 4, 9 p.m.
Where: Penuche’s Ale House, 16 Bicentennial Square, Concord
Tickets: $5 at the door
Featured photo: The Jerritones. Courtesy photo.