AUSTIN -- With about eight shows slated for South by Southwest 2018, perhaps no other group hit the festival’s streets as hard England’s self-proclaimed “emo pop” foursome Pale Waves.
One of SXSW’s featured bands this year, the Manchester-based up-and-comers went from local dive bars to packed out official showcases, and still had the time to sit down to talk about their success and what it’s like to play one of the world’s biggest festivals right here in Austin.
“[SXSW], it’s just so much bigger, so many more people … and we usually have festivals in fields whereas this is on sort of every street,” laughed lead singer and guitarist Heather Baron-Gracie.
She said along the way, they've found that there's just something about the U.S. fans they've met that stand out when compared to those across the pond.
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“The culture’s a lot different and the American fans have been … they appreciate a lot,” added Baron-Gracie. “They’re very thankful, and I think that’s really sweet -- not that the UK fans aren’t. I don’t know, there’s just a difference. Very enthusiastic.”
Usually garbed in shades of black and white, perhaps it's something about their "emo" aesthetic.
"Because we’re British, I feel like the crowd can be a bit more taken aback because obviously we’re not Americans," she said. "You know, when you meet someone and they’re not from where you’re from, you’re like, 'Oh, you’re more unique.'"
Along with bandmates Ciara Doran (drums), Charlie Wood (bass) and Hugo Silvani (guitar), Pale Waves first toured in Austin in May 2017 for a two-day set of shows at the Moody Theater in support of Dirty Hit label mates The 1975, who have also produced the band’s first two singles.
“Matty and George [of The 1975] had ‘There’s A Honey’ and ‘Television Romance,’ we recorded it, they just wanted to get involved, produce it, and they did and took us on tour with them to America and Europe,” said Baron-Gracie. “Matty wanted to sort of finish it off by shooting the ‘Television Romance’ video.”
After the 2017 tour, fans were left wanting more, with only one studio-recorded song available online, which Baron-Gracie said might have actually played a factor in their recent success.
“We were so busy doing all sorts, and I love making people wait, and we’ve built up this following,” she said. “I think what made our family so strong is the fact that they came to shows and they learned all the songs before they were even released, so the demand for our release of audio was really intense, and I think that’s what made the songs received so well to everyone.”
Though several more singles have been added to their arsenal – and Pale Waves fans’ earbuds – the band is still working on their first full-length album.
“We’re aiming for August for the album,” Baron-Gracie said. “And we’ve got so many festivals, we’re doing literally like every festival in the U.K.”
But if you don’t feel like flying overseas, Pale Waves said they plan on coming back to the states as soon as they can.
Check out Pale Waves on Spotify by clicking here.
