Boulder rock band The Velveteers returns to their roots
The Velveteers, based in Boulder, consist of Demi Demitro on vocals and guitar, alongside dual drummers Baby Pottersmith and Jonny Fig. Despite six years of self-managed performances and music production, the band only released their first album under a record label, Nightmare Daydream, in 2021. The subsequent two years saw them touring extensively, even opening for major bands like Guns N’ Roses. However, this mainstream exposure led them to introspect on how success can often diverge from their core passion for creating art, as Demitro reflects, “We do this because we love making art. And a lot of times, when you’re successful at something, it pulls you away from the reason you started doing it in the first place.”
Their newest album, A Million Knives, set for release on Valentine’s Day, marks a return to their roots and independence. Feeling compelled to rediscover the essence of their early music-making days, Demitro explains, “I wanted to get back to the basics of when I first started writing music.” The band, now under the wing of Dan Auerbach’s Easy Eye Sound label, ensured that A Million Knives retains its signature hard-hitting guitar melodies and reverberating drum rhythms while refining its overall sound. Their primary focus for this album was simple yet profound – to create music that resonated with their own hearts, without the pressure of external expectations or opinions, as Demitro puts it, “Let’s make something that we love, and let’s not care what anyone else thinks. Because at the end of the day, that’s all that really matters.”
The Velveteers’ deliberate shift towards a more organic and authentic approach is evident in their music, as they strive to recapture the raw essence of their early days. By reconnecting with their original motivations and inspirations, they aim to maintain a sense of artistic integrity and creativity that might be diluted by the commercial demands of the industry. The band’s journey serves as a reminder of the importance of staying true to one’s artistic vision amidst the allure of fame and success – a sentiment that resonates deeply with many artists navigating the complex landscape of the music industry.
As the trio prepares to unveil A Million Knives to their fans and the world, they remain steadfast in their commitment to crafting music that is an authentic reflection of their collective artistic spirit. Their dedication to preserving the purity of their creative process and sound underscores their unwavering passion for music as a form of personal expression and artistic exploration. With their latest album, The Velveteers invite listeners to join them on a musical journey that reverberates with the echoes of their past while propelling them towards new horizons of creativity and self-discovery.