Shmolts – The Power Of Online Collaboration Shows Its Strength

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Online rock act, Shmolts, plan to flip the script and release a series of singles over the next year to highlight the power of online collaborations.

Shmolts Want To Rock You

Shmolts (Pronounced Schmaltz) is an online collaboration but very importantly, a digital rock band. No, they're not avatars, but they do exist solely in the electronic realm... for now. I guess one could call them an eBand of sorts, or simply the wave of the future. Back in the pre-Internet days, bands had to tour like dogs to build up a fan base. Travelling from town to town, never knowing what small number of locals might trickle through the door, putting their faith in promoters, club owners and the local media to maybe throw a crumb of coverage or support - that was a lot of work that didn't necessarily reap many rewards. Seems pretty backwards. Shmolts thinks it's time to work smarter and build up the fan base first. Now that the Internet has saved the world, why shouldn't it save bands, too? Shmolts is banking on this concept. It's like Kickstarter, where one gets the money before pressing their record. Shmolts want to get the fans before they hit the road.

Shmolts is the creation of Jay Serrao, formerly of the band, Jay Serrao and The Juice (also known as The Juice). During this time, the band toured the US, UK, even India and the Middle East, but Shmolts is planning bigger and thinking smaller - or is it planning smaller and thinking bigger? Doesn't matter, the point is, Serrao, (with current collaborator, Morris Concas, aka MaW), plans to release singles and videos through various online outlets in order to build up an online army. Only then, will Shmolts go out and entertain the troops with their music.

Shmolts is influenced by the bombast of GNR and Led Zeppelin, the heaviness of Black Sabbath and Tool and the melody and lyrics of The Beatles and Bob Dylan. Shmolts is unconcerned with writing material catering to a certain genre, but up to this point, the music has certainly been firmly in the rock category. Their song "Evil Eye" sounds like Axl Rose fronting Black Sabbath and "Point of View" sounds like a Guns N' Roses ballad (without Axl's vitriol) that also features great rock guitar riffs and some Rolling Stones boogie.

Shmolts' music can be sampled and bought online through iTunes, Amazon, Google Play and Bandcamp. Shmolts is also proud to work with the American Red Cross and Amazon Conservation Association in conjunction with Fandistro.

Recently, Jay successfully worked with photographer, Sean Conway, and directed a concept photoshoot for Shmolts based on the Sixties horror flick, The Innocents. Some of those photos can be seen here:

For any press/interview queries, contact shmolts[at]hotmail[dot]com.

RIYL: The Beatles, Guns N' Roses, Led Zeppelin, Black Sabbath, Porcupine Tree, Frank Turner, Tool, Rage Against the Machine, Bob Dylan

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Eric Fontenay
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