Santa Cruz Good Times

Nov 25th
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music ThriveThrive, a Santa Cruz reggae/rock hybrid, is pioneering a mood, sound and philosophy that elevates the listener. “Originally starting as a party band, we decided to create music that we can stand behind,” says singer/guitarist Aaron Borowitz. He and drummer/lead singer Kenny Rogers work to create a positive musical experience by writing lyrics about ordinary occurrences with a conscious perspective, and, in doing so, Thrive is ushering in a new essence for pop music.

With Erik Cleveland on keyboards—a remarkable musician who can play nearly any style, even dubstep—Andrew Forgy on bass, and Scott Schipper on saxophone, the band has generated incredible success in just four years, including sharing the stage with SOJA, Steel Pulse, Tribal Seeds, Rootz Underground, and countless other bands. “We all come from such different musical backgrounds and each one of us has completely different musical interests,” says Borowitz. That diversity is present in their songs, message, and the instrumentation on their new album, Relentless, set for release in January 2013. “We walked into the studio and saw these old instruments, such as a Hammond organ through a Leslie (speaker) and old guitar pedals, and we decided that we had to use them,” he says. “There is a richness in those sounds that cannot be re-created ... they sounded super real.” With one notable album, Gratitude Attitude, under their belt, Borowitz says that Thrive is excited to “spread the vibes” across America. And with their sophomore effort on the way, Borowitz believes it’s crucial to maintain a gratitude for their fans, music, and life. “We embrace a positive way of living,” he says. “Sometimes people have a hard day. We want to help them out. Music listeners want more of a message these days. We are bringing that positive aspect back into pop.”

INFO: Thrive opens for Katchafire at 9 p.m. Tuesday, June 26. Moe’s Alley, 1535 Commercial Way, Santa Cruz. $25/adv, $30/door. 479-1854.

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