3/2/07, 4:41 pm EST

Assignment Seven Finalist: Kelsey Peterson on The Format

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Note: This is not an official Rolling Stone article. What follows is a submission to the “I’m From Rolling Stone” writing competition.

The Format

by Kelsey Peterson
Age: 18

For some bands, being dropped by a major label can be a career ending experience, for others it is just the beginning. After being dropped by major labels Atlantic and Elektra, Arizona indie-outfit the Format decided to create their own label and self-release their second album. With their new found creative freedom, the band produced Dog Problems, a genius mix of indie/pop/emo brilliance released on the newly formed The Vanity Label. The effortless high-pitched singing of leader Nate Reuss cuts threw jangly guitars and pianos to produce irresistible hooks throughout the sophomore LP. This factor, along with the almost sole prescence of relationship themes in their lyrics, explains the Format’s popularity among teenage girls, especially in their native Arizona. Much of the Format’s music could easily fit in next to popular emo/pop band’s such as the All-American Rejects, the Click-Five, or Hawthorne Heights, however what sets Dog Problems apart is its complex lyrical themes and complicated melodies, which have lead to the creation of a loyal underground following. With little to no promotion by Elektra for their first record, Interventions + Lullabies, the Format were still able to sell 80,000 copies of the cd through the back of their rusty black tour van. The band now relies on the internet and their “The Living Room” street team for promotion, and it’s working. The band’s music has appeared on the computer game series “The Sims” and MTV’s “Laguna Beach” (multiple times), and they have performed live on the network’s “My Super Sweet Sixteen” and NBC’s “Last Call with Carson Daly.” All that is needed for the band to breakthrough is for someone to finally take notice and give the band proper promotion. It seems that the Format are simply standing on the doorsteps of superstardom, and waiting to be welcomed in.