Localized Appreesh: The Soft White Sixties

Fun in the photobooth with the Soft White Sixties.

Localized Appreesh is our weekly thank-you column to the musicians that make the Bay. Each week a band/music-maker with a show, album release, or general good news is highlighted and spotlit. To be considered, contact emilysavage@sfbg.com.

You know that feeling when you're aware you're hearing a song for the first time, yet it feels as though it's always been there? It's new-to-you but there's something familiar, reassuring – it just works right, pinging back and forth through your ear drums and pulsating brain muscle. That's how I felt when I first listened to the cool swagger of San Francisco's the Soft White Sixties. The hard rocking quintet, formed by Mexican-American singer-songwriter Octavio Genera, has a real tight grip (full disclosure, “real tight  grip” is a lyric from SWS's song “Too Late”) on classic Seventies rock'n'roll – with all the shoulder-shaking percussion, the bluesy rock riffs, and Genera's soul-tinged Southern rock bravado.

The band had a pretty memorable year, performing with pals the Stone Foxes at Great American Music Hall during Noise Pop, hitting SXSW, touring the States, and at the start of summer, appearing at the Harmony Festival in Sonoma and the High Sierra Music Festival. Now summer is officially over, and the boys are back in town. Next up, a show at Bottom of the Hill tomorrow night.

Year and location of origin: 2008, the Haight.
Band name origin: Somebody had a bright idea
Band motto: "Wear it a lot, wash it a little"
Description of sound in 10 words or less: Rock 'n' roll, heavy on the roll, dipped in soul
Instrumentation: Guitar, keys, bass, drums, and vocals – and a runaway tambourine
Most recent release: self-titled EP (April 2011) - get it here.
Best part about life as a Bay Area band: The coastal fog and burritos
Worst part about life as a Bay Area band: Bridge tolls and parking tickets
First record/cassette tape/or CD ever purchased:
Octavio: Sound Effects Vol.1 (Track 25, “Car Starting” was a favorite).
Joey: Jodeci.
Ryan: Skid Row s/t (cassette), Wreckx N Effect Hard or Smooth (CD).
Aaron: Probably something like Enema of the State or Punk in Drublic.
Josh: The Simpsons Sing the Blues.
Most recent record/cassette tape/CD/or Mp3 purchased/borrowed from the Web:
Octavio: Black Girl (iTunes single Lenny Kravitz).
Joey: 100 classic French songs for $9.99.
Ryan: Wilco The Whole Love, Belle & Sebastian "The Blues Are Still Blue" iTunes single.
Aaron: Portugal. The Man - In the Mountain In the Cloud.
Josh: Blakroc
Favorite local eatery and dish: La Santeneca(3781 Mission St), best pupusas in the city.

The Soft White Sixties
With Mona and Funeral Party
Weds/5, 9 p.m., $12
Bottom of the Hill
1233 17th St., SF

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