Nine times out of 10, when a band that the illuminati hipster webzine Pitchfork fully endorses comes to town, the local skinny tie set does them right. One of the local promoters known for having taste books them at either the vagabond, grand central or the Electric Pickle. Once the trendy act is safely escorted to an oasis of hipness, the skinny jeaned sheeple they cater to are trained to come out in force, as history has shown that there's a good chance that act will never dare to come down to the subtropics again.
Unfortunately for French post-everything band Cheveu, they don't meet the cognoscenti's criteria for proper show promotion. They are not fronted by a cute japanese girl who collaborates with Gorillaz. They don't play the derivative 80s synth pop the kids love, nor 60s wanna-be garage rock, nor are they coming off a triumphant set at Coachella. As a result, they have slipped through the hipster safety net, and are playing a Tuesday night set at Churchill's - whose open booking policy is both a blessing and a curse - next door to a rare Death By The Sun hipster noise rock show at Sweat records.
If this gig was repped by Rat Bastard or the Jacuzzi Boys - who are both well known for saving their touring friends from early-mid week empty gig disasters - the wonderfully bizarre Cheveu might have a chance to display their wares in front of 50 - 75 people tonight. But as it's a Tuesday night with scant promotion, I fear their slash and burn cover of "Ice, Ice, Baby," the acid fueled original gem "charlie sheen" and the orchestral psychedelic pop of "No Birds" will land on the burn out ears of a few regulars and maybe a dozen people who checked the Churchill's concert calender and thought to themselves: "A band from FRANCE is playing Churchill's on a Tuesday? What's that all about?"
So go tonight, if you like music made by: Gibby Haynes, Postface, Arthur Lee, XTC, LCD Soundsystem or Can. If you are young either in spirit or at heart - go. I urge you all to get your butt and ears down to Churchill's and support the most original act to play this town in years. Yes, it's a Tuesday. So what? If you dig cool music in this town, sometimes you have to justify having it imported in.