Videodrone is a weekly(ish) feature looking at music videos from the last half century.
Unreal is Here (1997)
In the mid- to late-80s glory days of MTV, hard rock acts found success with the power ballad: A slower song that builds into a powerful climax. These songs helped heavy bands like Motley Crue and Scorpions reach a wider audience (i.e., women) and usually translated into huge album sales. At the same time, the videos for these songs were usually what propelled them to popularity, featuring live footage, dramatic-seeming shots of the band backstage, and wistful shots of the group traveling on buses and planes. See "Home Sweet Home" by the Crue, "Wanted Dead or Alive" by Bon Jovi and "Every Rose Has Its Thorn" by Poison for three examples.
Fast forward to 1997. Bon Jovi managed to transcend its hard rock roots and remained successful throughout the
90s and beyond, but many of the metal and hard rock acts that ruled the '80s saw their popularity diminish after 1991 thanks to the rise of alternative rock. One act that remained under the radar even in those giddy times for indie rock was Chavez, an NYC-based band formed in 1993 by guitarist-singer Matt Sweeney (previously of the bands Skunk and Wider), guitarist Clay Tarver (formerly of Boston's Bullet Lavolta), bassist Scott Marshall (son of director Garry Marshall) and drummer James Lo (who also played in Wider).
Signed to legendary indie label Matador, Chavez played an angular math-rock style and released its first album Gone Glimmering in 1995. Their video for "Break Up Your Band" was featured on Beavis and Butt-Head and they toured with Guided By Voices and Bardo Pond. The group released Ride the Fader in late 1996 and in 1997, unveiled the video for "Unreal is Here," directed by Tarver and Marshall (who both went on to become TV and film directors).
The video opens with the band's name in lights before a show at the Hollywood Bowl as fans wait in the packed venue and the group disembarks from a helicopter in rock star style. Chavez plays "Unreal is Here" at soundcheck and it indeed starts off slow like a power ballad. Cut to shots of the group presenting a big check to its "CHAVEZ KIDS" charity and receiving platinum and gold records from its label while adoring throngs of fans surround them. There are scenes of backstage antics, long bus rides, interviews and photo ops.
What's so funny about all that? The joke is that as great as Chavez was--and they were great--they never achieved a fraction of the success that those big-name hair metal bands scored in the '80s. And that's okay. Especially since Chavez was in on the joke.
Ride the Fader was their last album. The band never officially split, but they didn't release any new material or play shows from 1999 to 2006, when Matador released the comp Better Days Will Haunt You. It featured a new song and Chavez played a few shows in support of it. In 2017, the band released the EP Cockfighters.
Sweeney ended up becoming a notable session guitarist and featured player. In 2001, he joined Billy Corgan and Slint's David Pajo to form Zwan, he's worked with Bonnie "Prince" Billy, Iggy Pop, Guided By Voices, Probot, Johnny Cash, El-P, Andrew W.K. and Run the Jewels, among others. He also formed The Hard Quartet with Stephen Malkmus, has produced albums for numerous artists and hosts the web series Guitar Moves.
Marshall has directed three movies and worked as second unit director on several of his father's films. Tarver has also worked as a writer and director, including serving as the co-showrunner and executive producer of HBO's Silicon Valley.
Chavez is probably known to about 2% of current music fans, but at least those of us who appreciate them have a glimpse of what might have been with the video for "Unreal is Here."
