Perhaps this time the press sheet really does tell the tale. I couldn't put my finger on exactly what it was about Sons of William's disc What Hides Inside that kept me from feeling anything more than mind admiration for its competent craftsmanship. The band bio, however, tipped me off. Guitarist and singer Joe Stark "used to think of himself as a solo entity or as a hired gun, having been offered to play guitar with Avril Lavigne, Marc Broussard, Will Hoge, and Rock Star INXS, amongst others."

There it is: A laundry list of blandness. From being a hired gun -- someone brought on board expressly because they have no identifiable personality that might detract from the star -- to heralding such a near-miss resume, it's clear Joe has yet to discover who he wants to be as an artist.

His brother, drummer David, is another problem. The beat drags here and there, just enough to detract from the songs, and the way the drums were recorded makes them annoyingly up front in several instances.

All that said, there is clear talent on display here. The disc sounds like one of those AOR station hits of the year compilations, a bunch of faceless songs that share decent hooks, a lack of dynamics and an absence of grit. No two songs sound alike, and while that can be a good thing, here it means the band doesn't seem to have its own identity. Opener "The Message" has solid hooks, sounding like a bar band covering a Pete Yorn B-side, but it is followed a couple songs later by "Easy to Love," a song that is a hitch in the beat away from being Nashville worthy, followed later by the manufactured menace of "Lucifer Hands." All are perfectly good songs, but nothing elevates any of them. You won't press the skip button, but you won't press repeat, either.

A prediction: Joe actually does become a hired gun or solo artist, or perhaps a songwriter-for-hire, or perhaps a few months on the road will help the Sons of William settle on their own true sound. Until then, What Hides Inside will stand as a testament to unfulfilled promise.

Labels: music, TuesdayTuneup