Shameless Records Canada

Greg Amundson

His name is Greg Amundson. That is the first thing you need to know. “White, White” is his record. That is the second thing you need to know. Greg is the creative force behind the group Hector Fector, who released the fabulous “We Are Romantic” record on Shameless in 2008, but decided a change was necessary, to record under his own name as his career moved forward.

The choice to step out from behind the Hector Fector moniker happened gradually, and with growing conviction. Making a name for yourself in the music industry is a tough business. Names are easily forgotten in tide of new and old artists fighting for attention. So why the change? Why stop a good thing in its tracks? Amundson knew this record was more of a personal effort, more of a reflection of the individual artist.
Hector Fector wasn’t broke, and didn’t need fixing. It just wasn’t as honest a presentation of Greg anymore.

“White, White” arrives with noticeable evolution, beyond the name change. The characteristic falsetto blanket, shaped by the strong electronic textures, still make their mark on every song, with only subtle differences from the HF days. Whereas HF was more pop, more accessible with guitar hooks and refined melodies, the solo effort relies on the sparse arrangements and the thematic progressions to create character. This is electronic, sometimes experimental, sometimes ambient. It is not suprisingly a giant leap forward in cohesiveness, typical for sophmore recordings. It is not a collection of songs on an album; it is an evolved and meaningful musical transcript for an artist’s life – a perfect snapshot, or a painting

The album is not without its shining, “accessible” moments, however. “City City” is a spirited track which feels like a child of the Hector Fector album, and features a surprising and enjoyable free verse section by The Joe, and rising urban artist in the Edmonton scene. “Perfect Day” is a memorable re-make of the Lou Reed song, and Amundson wears the song perfectly.

“White, White” is a thoughtful record, a spiritual record. The lyrics keep the music focused and intense. It is clearly Greg Amundson’s record. The choice to “go solo” was the right one. Change is good.