Leftovers
Two Jewish Guys Could Never Be Wrong
Way late in 2005 a couple of boys named Adam Gardner and Dave Schneider made a rock group called The LeeVees, a real niche if ever there was one. Their album Hanukkah Rocks, was a collection of power-pop and really catchy songs that celebrated the festival of lights. In an article in culture-of-the-moment magazine Entertainment Weekly, the guys spoke over fancy latkes about how hard it is for them to break into the mainstream.
We at Punk central listened to them as they gave us the spiel and kept wondering wow, here’s a marketers dream. A special group of guys who not only does Jew Rock but has huge followings as leaders of, respectively, Gusto and the Zambonis, two cult bands they do as their day jobs. And yet Gardner told the reporter, who didn’t ask any decent questions we duly add, that they were hoping Manischewitz would sponsor their big tour.
Says Schneider: “We would really love to have T-shirts that say ‘The LeeVees, proudly sponsored by Manischewitz.” But lo and behold when they sent a letter to their promo people the big M passed. “I don’t think they get it.”
What’s to get? These are out-there rockers with a penchant for brisket. They reach the young Jews and anyone else who thinks Adam Sandler’s a gas. Why, we wonder, would a wine company not have an ear for a melody like this?
How much could it cost to send two guys and a few guitars on eight nights of club dates? And if that’s a hit surely Manny could go for broke on the Oh Brother Where Art Thou-themed events featuring “enthralling, inspiring MC”1 So Called - and the players found on the Hip Hop Haggadah!
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1Time Out New York magazine called DJ So Called “one of the eclectic Jewish music scene’s stars.” Amen.