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In the music industry, words like “original” and
“eclectic” are seemingly thrown around aimlessly when a new
artist is being described. Usually, it’s a desperate and obvious
attempt to make an act come across as more unique and
interesting than they really are. In the case of Ventura,
California’s, Rey Fresco, however, “eclectic” doesn’t even begin
to describe the band’s diverse musical sound, as well as their
equally varied personal backgrounds.
Though their name may sound more like a solo artist, Rey Fresco
(Spanish for King Fresh), is a four piece band that over the
past year has absolutely exploded in the California music scene.
Comprised of soulful lead singer and Fiji native, Roger Keiaho,
drummer, Andrew Jones, who builds his own drums with techniques
borrowed from surfboard making, bassist, Shawn Echevarria and
harpist, Xocoyotzin “Xoco” Moraza, who plays a 36 string
Veracruz harp built by his father and also holds a degree in
ethnomusicology, Rey Fresco is “the sonic equivalent of a global
summit.” (AOL’s Spinner.com)
Despite having completely different ethnic and cultural
backgrounds, the Fresco boys have long been friends and notable
faces in their local music scene. When they finally came
together in the same band after a series of marathon jam
sessions, the result was a wholly original sound that blended
their mutual love for rock, reggae, soul, world, and Latin
music. As harpist, Xoco explains, “Everyone brings something
different to the table, musically and personally. Granted, all
bands have that to a degree, but, how extreme those elements
were in our case, made the result a sound that people have
connected to.”
Almost immediately, in a throwback to the
pre-online era, the band cultivated a thriving fan base on the
strength of their live shows which feel more like a “come one,
come all” party. Their massive local draw resulted in Rey Fresco
headlining and selling out the 1,200 plus Ventura Theater, their
hometown’s largest venue, where a diverse crowd danced and sang
along to songs that had yet to be recorded. In no time, the
band’s local success caught the ear of the music industry and
they inked a deal to be the first artist and release on Eight O
Five Records, an upstart indie label run by veteran management
company, Fitzgerald Hartley and distributed by Fontana.
Rey Fresco’s debut record, The People, released digitally in the
fall of 2009, has managed to capture the band’s energetic live
show but at the same time highlights the quality of the band’s
songwriting. From the sing along feel-good vibes of “All in Awe”
and “Precious Time” to a rollicking cover of Buena Vista Social
Club’s “Chan Chan”, the record is a stunning debut, that,
despite the mingling of musical styles, has an overall feeling
of unity.
The VCReporter called the record, “a stellar debut, full of
vision and hope, that announces the arrival of an important and
genre-defying band”. As Rey Fresco attempts to duplicate their
homegrown success nationwide, with touring and festival plans
scheduled throughout 2010, they remain down to earth and excited
to see what the future holds.
“We’re a family connected by our love of all kinds of music.”,
explains Moraza. “I think that comes across in our performances
and we’re excited to have the chance to bring that feeling to a
larger audience.”
