Fast

Artist Direct

Custom is not a band but a man with a mission.  What mission might that be you ask?  Does he want to feed the children or perhaps rid the White House of rabid Republicans and repopulate the sorely depleted pool of horny interns? Alas no, Custom, a twenty-something singer-songwriter/producer in New York, New York sums up his purpose in life in a 10-second ditty entitled “Skate.” For this artist it’s all about the “notes and words” and a fateful promise that “our songs will be heard.” Apparently, Custom wants to conquer the music world. 

His debut album, Fast, which is the first album released under the ARTISTdirect label, an offshoot of the internet music source ARTISTdirect, is a collection of tongue-in-cheek lyrical turns and trick phrases wrapped in mostly mellow grooves and the occasional chunky guitar riff. Utilizing synthesizers drum machines and acoustic guitar, Custom weaves a web of electronica that promises the listener an inspiring escape from the monotony of modern rock yet, unfortunately, rarely delivers. The most promising single on this disc, “Hey Mister”, an open letter to fathers of teenage girls everywhere, is an amusing yet wise examination of a daughter’s secret sexual life. Custom manages to condemn labeling women who enjoy sex as “tramps,” while at the same time, taunting the father with stories of his little girl’s indiscretions. Unfortunately, this enlightened attitude takes a distinctly juvenile turn in the bridge when he describes leaving “boogers in your Skippy” and breaks into a rousing chorus of that infamous and still annoying kindergarten song “Nanny, Nanny.”

While Custom is a promising lyricist, meaning is secondary to cute rhymes and clever puns and more often than not, words are dropped from the lyric line in order to accommodate ill-fitting melodies, which he delivers in a half-sung, slow rap. As for the musicianship, save for a guest appearance by Duncan Sheik playing guitar and bass on angst-soaked melodic rockers like “One Day” and “Crawl,” Custom competently plays most of the instruments himself. Though the arrangements and free-flow writing are reminiscent of Beck, Custom fails to balance originality of thought with classic grooves and familiar melodies that could have served as both a foundation for, and an invitation into, this new world he’s created.

All in all, Fast is an interesting album that should play well for anyone who enjoys irreverent modern pop rock like in the vein of last year’s radio darlings, Sugar-Ray. 

- Mindy Pye