SXSW 2012

Half Greek, half Latin, the words pulled together loosely mean “the beginning of something new.” At least that’s how lead singer Casey McPherson describes the name of the group he fronts. It’s also an apt description of the music on Alpha Rev’s new EP, “City Farm: Roots.”
McPherson founded Alpha Rev in Austin, TX in 2005. The band released its debut album, “The Greatest Thing I’ve Ever Learned,” in 2007. With the release of its sophomore album, 2010’s “New Morning,” Alpha Rev left its halcyon indie days behind, but not its independent spirit. The single, “New Morning,” went to #3 on the Triple A radio charts and the record was produced by Grammy Award-winner David Kahne (Paul McCartney, The Strokes, Sublime) and mixed by legendary Micheal Brauer (Coldplay, U2, Travis).
On 2011’s “City Farm: Roots,” McPherson and company literally returned to their roots: the fans. Funded entirely with fan donations, the EP was recorded without a label. The band also turned away from contemporary recording practices in favor of a more traditional process. The tracks were all recorded live with all the musicians in the same room. This one-take approach harkens back to an earlier era, as well as demonstrating Alpha Rev’s continued commitment to sustainability and simplicity.
Already garnering critical acclaim as well as national interest, Alpha Rev’s songs have been featured on television shows such as Bravo’s “NYC Prep,” the ABC Family hit “Greek,” VH1’s “Celebrity Rehab,” and The CW’s “Melrose Place,” as well as the major motion pictures “The Sorcerer’s Apprentice” and “The Last Song.” Alpha Rev has shared the stage with OneRepublic, The Black Crowes, Owl City, Guster, The Bravery, OK Go, Sara Bareilles, Grace Potter & The Nocturnals and Jason Mraz, among others.