Amari - Back to the roots of Pop Sbagliato

interview by Alberto Asquini

Scruffy and nerdy. Glasses, colorful t-shirts, pale skin and lots of pin badges. Here for the first time on these screens are Amari, a comet of Italian pop. A quick chat with the five guys who changed the way pop is made in Italy. In their own way.

This is Amari's first interview for OndaRock. So let's introduce the guys — actually, go ahead and introduce yourselves.

Hi everyone, we're Amari, a band from Udine. Most of us live here, although for a thousand crazy reasons we end up rehearsing in friends' houses, in different rehearsal spaces every time, sometimes even over Msn. We play Pop Sbagliato, a hearty dish similar to a pizza capricciosa: lots of different flavors, but they all work well together, or at least that's our goal.

In October 2007 "Scimmie d'Amore" came out, the new sweat-soaked effort placed on a pedestal by every nerd strictly indie and strictly pale-skinned. We've spotted you at Scalo 76, at Brand:New, on All Music, at the late Your Noise. How do you explain this "breakthrough" of yours?

We have a personal theory: our peers who share our same tastes are reaching (it's a generational thing) management positions, or at least decision-making roles, in a lot of the hot spots of the Italian music industry - the same reason why the Ting Tings are playing in the background on "Striscia la notizia". Other than that, a bit of luck never hurts!

It seems that on the new record the lyrics, previously decidedly more sparkling, have shifted towards a mood that smells of overthinking. Overall you can sense the air of (supposed) old age. Do you agree? And why is that?

That we've gotten older is a fact - we like to think we did it in the best possible way, on the road towards some stage or other around the peninsula. The record is a product of that, of a situation that's certainly less comfortable than the one we were living in when we wrote the previous one, "Grand Master Mogol": we've called it our "black album" more than once, because, just like the cover, we're pitch black with anger!

Something that's always intrigued me: how does an Amari song come into being? Has your songwriting process changed over the years?

It starts from a small idea from one of us, an idea that isn't necessarily the heart of the song but is, in fact, often a marginal, secondary detail - sometimes we even throw it in the bin. That's why we call it "pop sbagliato": because to reach the final result, instead of taking shortcuts, we take the scenic route...

You've been part of the music scene for several years now. You started in 1997, but the big breakthrough came with "Grand Master Mogol", dated 2005. How has your life changed over these past eleven years?

We finished university, found a job, quit the job, dumped the girlfriend, found a girlfriend, found a part-time job, quit that one too, took pills for gastritis, played and played and played some more without ever stopping believing in it, and in the end something happened - and we like to think it's only the beginning of something new that we're doing right now.

Around Amari a whole world has been built up of pin badges, bespectacled kids, trendy t-shirts, trash. Do you feel like a "generational" band? And if so, which generation do you feel you belong to?

There's an ageless generation, from 20 to 30 years old and beyond, that experiences being a bit of a loser as something cool - call it indie, electro, call it "lovers of the 80s" (whether they lived through them or rediscovered them later), retrogaming, pin badges - all of this has by now become its own scene, one that has thankfully taken a liking to us. Whether we're "generational" or not, I couldn't say, but we'll take it as a nice compliment anyway.

What's your relationship with the Italian press like? Is it all cuddles and laurels for you, or did some serious, decisive panning arrive for the latest record?

Thanks to Riotmaker's skillful handling, we've ended up with a great friendship and plenty of drinks shared with most of the Italian press - and that's allowed us to come out unscathed from the typical second-album panning!

A long, long tour that's taking you all around the country. Have you ever gotten tired of playing live? And will people abroad ever get to see you?

We're tired a lot of the time, sure, but I have to say this tour is going really well and we always come home with a smile on our faces, so stopping isn't on the table for now — what we're talking about instead is managing to play abroad, which is trickier than it sounds given that we sing in Italian. We'll gladly take tips from Erasmus students!

There's no doubt that the growing interest in you is also down to file sharing. What's your relationship with this kind of medium?

Absolutely in favour. Even though, being the "old fogeys" that we are, we love CDs and often vinyl too, we have to admit it's the future of music, so let's come to terms with it and start giving away records!

Routine question: when will you follow up on "Scimmie d'Amore"?

We're already working (between one tour and the next) on a new record, which will definitely come out next year — we don't know if it'll be spring or autumn, we can't give too much away for now, let's just say it sounds like an INXS record recorded on a mule track in the Andes.

Thanks so much for your time, and good luck!

Cheers to that.

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This article is an English translation of the original Italian text by Alberto Asquini, published on OndaRock.it. It was translated with the help of artificial intelligence, under the editorial responsibility of OndaRock's editor-in-chief, Claudio Fabretti.

Read the original in Italian · About the English edition

Amari on OndaRock

Discography

Corporali (Riotmaker Records, 2000) 6
Aphoteke (Ondanomala Records, 2002) 6
Gamera (Riotmaker Records, 2003) 7
Grand Master Mogol (Riotmaker Records, 2005) 7.5
Scimmie d'amore (Riotmaker Records, 2007) 7
Powers(Riotmaker Records, 2009) 5
Kilometers (Riotmaker Records, 2013) 5
Milestone
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