The Lift

The Lift

The Lift

It Is What It Is

Little Red Records

The Lift’s debut album Road To Hana was an independently released masterpiece and I’m happy to report that the follow-up, It Is What It Is is just as good.

The LA-based band — comprised of two commercial directors, teachers and a TV music composer — has delivered yet more stirring, atmospheric alternative rock with a real commercial edge on It Is What It Is, which justifies the tag a Gibson Guitars poll gave The Lift as one of the top 3 unsigned bands in the city.

Influences as diverse as Radiohead, early U2 and Coldplay are immediately apparent on tracks such as the rocking “For The Broken Hearted,” the brilliant “Warm” and the ferocious opener “No Secret.” The high standards continue on the epic “Mask,” the melodic title track and the soaring “Wired” — the best song of the album and a perfect encapsulation of The Lift’s trademark sound.

Added to The Lift’s excellent songwriting are their flawless production abilities and a canny knack of licensing their music to various TV shows. It’s a model that plenty of other unsigned bands should follow, but there won’t be many that pull it off as successfully as The Lift.

The Lift:

Leave a Comment

Your email address will not be published. Required fields are marked with *

Cancel reply

Recently on Ink 19...

  • Bully

    Bully greets Orlando with apathy and anger toward one of its theme parks. Jen Cray smiles and thinks, “Man, this band would have fit in well in the nineties!”

  • Luther Dickinson
    Luther Dickinson

    Blues & Ballads: A Folksinger’s Songbook: Volumes I & II (New West Records). Review by James Mann.

  • Conway

    Big Talk EP (Self-Released). Review by Jen Cray.

  • Freakwater

    Scheherazade (Bloodshot Records). Review by James Mann.

  • The Haymarket Squares
    The Haymarket Squares

    Light It Up. Review by Carl F Gauze.

  • Ani DiFranco
    Ani DiFranco

    Years pass, and so do our legends, but one constant remains: there are always artists living and breathing that are worth your time and attention. Ani DiFranco is a major one, according to Jen Cray and a whole legion of fans.

  • Javier Escovedo
    Javier Escovedo

    Kicked Out Of Eden (Saustex Media). Review by James Mann.

  • Eszter Balint
    Eszter Balint

    Airless Midnight (Red Herring). Review by Bob Pomeroy.

  • Arthur Lee and Love
    Arthur Lee and Love

    Real to Reel (High Moon Records). Review by Al Pergande.

  • The Rentiers
    The Rentiers

    Here is a List of Things That Exist EP / Black Metal Yoga 7″ (Square of Opposition Records/Death to False Hope Records). Review by Jen Cray.

From the Archives