There is a new movement afoot in indie rock, appearing in bands as diverse as the Notwist, the Postal Service, M83 and Madison's own if.then.else. Let's call it... iRock.
iRock, still currently in beta, with its programmed drums, glitchy electronics, guitars and synthesizers, may seem like a kissing cousin of the synth-rock made popular in the '80s-think \Tainted Love."" But this really is an outgrowth of the Napster/Kazaa/Bittorrent generation: the first group to have access to any music, any time, at no cost to the listener.
As a result of this previously unheard of freedom, all the iPod-carrying music fans out there now have incredibly acute, hyper-eclectic tastes and, most importantly, are very open to new, unclassifiable sounds.
iRock destroys genres with a style combining British Electronica mixed with the lyrics and pop sense of Weezer or Death Cab for Cutie.
Madison should be thankful to be host to one of the style's most promising artists, as if.then.else has tapped into a powerful sound with their self-titled, completely self-produced debut.
The members of if.then.else, UW-Madison students Brandon Schreiner and Jordan Parker, share guitar, drum, vocal and production duties. Their tracks mix the organic and electronic with uncanny deftness, and though the mix is a bit flat, if.then.else shows great production skills.
The chopped up acoustic guitar in ""Impression"" and the amorphous bass in ""You,"" both remnants of their impressive EP, are great examples of the young band's precocious talent.
The new material is equally good; anybody that grew up with Nintendo will smile when they recognize the Contra sample woven into the giddy ""Nimbo Stratus."" This song, along with ""Dust of Snow"" and the ferocious ""Wind in your Hair,"" all demonstrate the band's knack for mixing great hooks with propulsive, shifting Aphex Twin/Squarepusher-style drum programming.
The band is just as successful on the other side of the BPM spectrum. If.then.else employs some cathartic build-and-climax dynamics as they tackle slower material in songs like ""No Not Yet,"" and ""Fingernails,"" but most notably in the understated ""Believe.""
On these numbers, the band showcases its passionate vocals and, in comparison to the rest of the music, the least impressive element of its sound: The lyrics. For if.then.else, everything is about love and loss.
Schreiner and Parker release some poignant couplets about the subject of heartbreak, such as ""I built you up on a pedestal / Now I cannot reach you,"" but some more lyrical variety would be appreciated to go with the brilliant aural experimentation.
If.then.else has found a formidable way to package their passionate pop songs, filling them with a youthful intensity and enthusiasm that similar groups lack.
This fantastic self-titled full-length has delivered on the potential of If.then.else's EP and should help them garner the attention they deserve. In other words, support your local scene and go buy this excellent album.
