 |
  |
Neïmo conquer the U.S.
Parisian rock band sign to American label
Paris
01/10/2008 -
Glossy fashion magazines have run a series of articles and photo shoots recently insisting on the powerful fashion/rock crossover in the air right now. And Bruno, the modish lead singer of Neïmo, looks as if he has his finger firmly on the fashion pulse, sporting slim-cut trousers, shoulder-length hair and a jaunty little neckerchief. But it took more than rock chic and a personal sense of style to seduce Jeff Ayeroff, the man who recently signed the Parisian foursome to his new label, Shangri-La Music. Ayeroff, a major player in the American record industry, is renowned for having set up Virgin in the U.S. and helped the likes of Supertramp and Madonna to launch their careers. So Neïmo's guitarist, Camille, admits that the band were suitably stressed out by their encounter with Ayeroff. "Before we played for Jeff, I couldn't help but run through all the artists he'd had on his books," he says, "They were all the stars I'd listened to when I was a kid. That obviously sent the pressure on us shooting right up!"
From Paris to New York
Neïmo's subsequent rise to fame was far from being a matter of luck. The four 30-somethings, who have been close friends since their schooldays, took their own destiny in hand, forging a reputation for themselves with iron determination. After playing a handful of gigs at small Parisian clubs like Le Pulp (where they were spotted by DJ Zebra), Neïmo released their entirely self-produced and self-financed album, From Scratch, in 2005. As the buzz around them spread via word of mouth, Neïmo upped their Paris gigs and also began performing in the U.K. Despite this initial good start, the band could not find a label to sign them in France (Village Vert only came into the picture much later). "We soon realised we'd have to go off and try our luck elsewhere," says Camille, "The thing is, France has always been a league behind when it comes to rock. And we knew that there wasn't a single French label willing to take the risk of going with a band like us with 100% Anglo-Saxon influences. The U.S. seemed way more open and accessible to us!"
Determined not to let the situation back home get them down, Neïmo decided to dig deep into their pockets and fly off to New York at their own expense. The mini-tour the band organised in the Big Apple proved to be a big success. "We spent about a month over there, playing venues on the Lower East Side where a lot of indie bands perform," says Neïmo's keyboard-player, Matthieu. "There started to be a bit of a buzz about Neïmo after that and that helped us get about forty dates in New York. After that, we went on to play in Los Angeles and then we ended up at this mega music festival in Texas." The ‘Do it Yourself’ approach certainly paid off for Neïmo. "It just goes to show that all you need is a plane ticket, your instruments and your bags - and then you can go off and play for a few weeks in the States! Even when you're an unknown French band still trying to make a name for yourselves, it's possible!" However, Matthieu insists that prospective French bands looking to follow in Neïmo's footsteps have to accept one condition. "Don't imagine you're going to earn a cent," he laughs, "In fact, you can rely on the fact that you're going to lose a lot of money in the process!"
Following their success in New York, Neïmo embarked upon another hectic series of concert dates including performances in London and Berlin. The group's personal charisma and on-stage energy wowed audiences along the way. The secret of their success? "That special 'French touch' we can't quite pin down ourselves, but which we know American and British audiences love!" says Bruno, in his perfect Anglo accent.
Sophisticated rock
Impressed by Neïmo's self-starting attitude and the band's determination to make it, Jeff Ayeroff ended up offering the band a record deal and the chance to record an album on a par with their ambitions. The group's second album, Moderne Incidental, ended up mixed by none other than Alan Moulder (responsible for a string of seminal albums including The Arctic Monkeys' latest offering). Neïmo's new album mines the same rich vein as their single Johnny Five, serving up a mix of jangling guitars, danceable beats and Bruno's lithe, sensual vocals. Neïmo's sophisticated take on rock (think layers of hypnotic synths and flamboyant guitar solos) is directly influenced by recent Strokes' albums and David Bowie at his most inventive. "We were really inspired by Bowie's 'Low' period and especially 'Scary Monsters', our all-time favourite," says Bruno.
Add to that the group's impressive mastery of the English language and one has to admit that Neïmo leave their 'brothers in arms' on the Paris rock scene way behind. However, Bruno remains modest about Neïmo's success to date and refuses to enter into comparison-drawing or any inter-band rivalry. "There's a real sense of solidarity between the bands involved in the current Paris rock scene," he says, "Basically, we all feel part of the same movement. It's great bumping into Les Dodoz, Les Tatianas or Stuck in the Sound in London or New York and seeing how the media and the public are taking an increasing interest in us Frenchies over there." So could Neïmo be about to spearhead a rock version of the electro "French Touch"? Only time - and record sales - will tell!
Currently on tour in the U.S. and Europe.
Concert at La Boule Noire, Paris, on 12 December 2008
Jérôme Pichon
Translation : Julie Street
27/01/2009 -
03/09/2008 -
20/02/2008 -
