It’s taken over a year for local indie rockers Hammer No More the Fingers to find a home for its third album, Black Shark.
Frontman Duncan Webster had hopes for landing a national label.
“Hometapes, Dead Oceans, Jagjaguwar,” Webster said. “Merge.”
“All of them said nothing to us at all,” guitarist Joe Hall said. “I guess Dead Oceans at least acknowledged that we sent them stuff. Other than that, the majority of them ignored us.”
After searching for the right fit, the band finally settled for local label Churchkey Records. For a three-piece that regularly sells-out shows across the Triangle, landing back at home was an unexpected setback.
Hall feels the hard, ’90s-influenced rock is hard to market in a scene branded by its folk and Americana.
“Even if you go to our publicist’s site for our band, the whole article is about the other bands from our area that have blown up,” Hall said. It’s like, ‘You can find Joe Hall playing basketball with Ivan Howard from the Rosebuds and jamming with members of Megafaun.’
“It has nothing to do with our music or our sound or what we’re doing musically. It has everything to do with, like, ‘The Triangle is a cool spot and it’s blowing up, so therefore, you should check these guys out.’ That’s how the industry is working.”
The band doesn’t take the lack of label attention personally. The fact is, a Hammer live show sells better than a Hammer album — and if it means building momentum through crowds, so be it.
In five years’ time, best-case scenario, the band sees itself as successful arena-rockers in the vein of Phish, playing extended jams on a stage in front of thousands with an unforgettable light show. This isn’t a garage band’s daydream — this is a master plan the group is putting into action.