Most Wanted: How Sugar Tradition Won the Wild West! | In Conversation

Ever since I could remember, my visits to Detroit have always been few and far between— concerts and sports events permitting, of course. After I graduated high school things slowly started to change; the hour drive into the city suddenly felt like a cakewalk to me, and I found myself careening towards the lively music scene like a wily, lone tumbleweed. In the spring of 2023, as the winds of change swept through the Motor City, I was kindly introduced to a band that became an instant favorite as my journey of new friends and new music began. Like a chance encounter in a weathered saloon, they weren't just musicians; they were the harmonious outlaws of my newfound musical frontier. These troubadours, some of the first people I met, left an undeniable mark on the landscape of my musical escapades.

In the smoky haze of musical fervor, Antonio Keka, AKA The Kid, leads the charge wielding a guitar and a voice that echoes through the ages. Arlo Betley, AKA The Rebel, anchors the rhythmic journey with basslines that resonate like thunder across the open plains, while Kevin Irwin, AKA The Outlaw, unleashes percussion that could rattle the bones of the most steadfast pioneers. These seasoned trailblazers, products of high school camaraderie, have not only proven their mettle through three albums but have also become a living testament to the unyielding spirit of rock n' roll. With their latest release, More Sugar, they've crafted a sonic manifesto that hits harder than a stampede, leaving a duststorm of admirers in its wake.

Kevin Irwin AKA The Outlaw

Arlo Betley AKA The Rebel

Antonio Keka AKA The Kid

In a swift 14 minutes, More Sugar, a concise six-song EP, captures an untamed essence similar to the lawless times of the Wild West. Sugar Tradition’s raw rock energy, coupled with a classic flair, effortlessly emanates from this three-piece ensemble. Their rebellious streak, laced with modern gusto, shapes an authentic sound, resonating with quintessential fuzz and grit revealed in a compact package of live recorded material. While rooted in their musical origins, the band hints at new sonic horizons. Amid a landscape of musical mimicry, Sugar Tradition stands out as a beacon of hope in Detroit's ever-evolving music scene and has left everybody waiting for another taste so sweet.

I was lucky enough to sit down with the trio and delve deeper into the band's journey and the creation of More Sugar below.

Is there a particular moment that made you realize you want to pursue music? If so, what was it and why?

KEVIN IRWIN: I think back in the day, throwing concerts for my mom— selling her tickets, getting my first drum kit, meeting these guys and coming to my stepdad’s studio and jamming.

Being from a place like Detroit with a rich history interwoven with music, how do you think this has influenced your current sound? Are there current groups in the local scene that have inspired you?

ANTONIO KEKA: Being from Detroit is awesome, only because so much great music comes out of here. If you look at any decade, there have been some very influential bands that have made history. It has definitely shaped our sound from the beginning to now. There are a lot of current bands that are always making good stuff and are really good people to be around. Very inspiring. Lots of sweet bands; Toeheads, 208, The Stools, Shadow Show, Fen Fen, Secondary Colors— the list really goes on. I’ve gotten to know a lot of those people and it's been very fun.

With the release of your latest album, More Sugar, your ability to curate a collection of high-energy tunes paired with your beloved unrefined sound was able to wow your audience yet again. How do you feel this album is different from your past releases? Did you learn anything during the making that you will apply to future records?

ARLO BETLEY: I actually feel like this record is a little more similar to the last ones than anything that’s coming out next. I’m thinking that, y’know, I appreciate it for what it is and it’s a good record but going forth we will be doing a lot more of producing and engineering our own stuff. I think going forward, songwriting will be more at the forefront and we will be refining up a bit.

Working as a group is no easy feat— conflicting schedules, contrasting ideas, and high emotions at times. How have you guys made this work for you for so long? Do you think your experience being in the band has made you into better communicators?

KI: We’ve known each other for 7-8 years now, so I feel like we can communicate pretty well. We obviously get together a lot, being a band, so that adds another layer to our relationship. I feel like we’re kind of brothers, always will be. I think we’ve definitely become better both inside and outside of the band, especially with knowing each other for so long. Multiple people kind of turn into one. Takes a lot of compromise though.

Could you recall a memorable or challenging experience that you feel has shaped you as a group?

AK: Definitely becoming a three piece was the biggest challenge we’ve faced because it was the biggest thing we’ve ever had to adjust to together at once— but it was one of the most positive things too. We’re always learning how to communicate with each other, and it got a lot easier when we became a three piece. We were all a bit happier too.

Being a band that is partially influenced by music from a bygone era, how do you grapple with constant comparisons to other musicians from that time? Is this something you look to distance yourself from or do you embrace the “pastiche”?

AB: I appreciate the comparisons. It’s some of my favorite music, but I’d like to think we are trying to distance ourselves from that. We’ll still maintain a little bit of it and I do like to hear it but we don’t want to do anything that’s already been done.

As someone who is familiar with you guys on a personal level, I know that you are constantly practicing and writing new music. Do you feel yourself shifting towards a new sound in any way? If so, has anything new been inspiring you as of late?

KI: We’re definitely shifting; experimenting with new sounds without losing our previous sound and influences. Our influences have changed too, though. I’ve been listening to a lot of The dBs for example.

AK: A lot of Flamin’ Groovies.

AB: T. Rex.

AK: But yeah, Bowie and the early Beatles, too.

With all of these new influences and new music coming, do you have certain hopes for the band as we roll into the new year? If so, what are they and what could we be looking forward to seeing from you guys?

AK: I don’t want to say too much and I'm also going to knock on wood, but I have a lot of hopes and a lot of goals for releasing new music. Hopefully a handful of singles…

AB: Multiple formats…

AK: Multiple formats… y’know? We won't say anymore because I don’t want to speak it into the world before it’s made but that's the goal.

KI: a lot of stuff to look forward to.

What advice would you give to a younger version of yourself knowing what you know now?

KI: Believe in yourself. Be confident.

AK: Keep going, work hard and have a want to do what you’re doing.

AB: Trust your gut. Intuition is there for a reason. If you have passion for something, stick to it.

AK: Do it because you love it.

If you could choose any specific film, book or album that you feel has consistently shown up for you and inspired you throughout your life and music career, what would that be and why?

AB: One album that's been on for my whole life is Pet Sounds. I know a lot of people feel the same way and it’s everyone’s favorite album, but it's for a reason. Every time I listen to it, there’s a new thing that inspires what we’ve got going on. We’re no Beach Boys but we try our best. As for films, “American Pop”. That’s a classic.

AK: The first thing that comes to mind is White Light / White Heat by The Velvet Underground. That is probably the most influential album in my life.

KI: All-time albums I come back to… Bob Dylan’s first. It’s a classic. I’ll never regret that answer.