Steriogram staunch about doing it their way

Steriogram's cynically named This is Not the Target Market is more metal-influenced than the first album.

For a while it seemed Steriogram's success story was too good to be true. In 2002, the West Auckland rockers scored the biggest international record deal in New Zealand music history when they signed a five-album lucrative contract with major US label, Capitol Records.

Then came debut album Schmack! made with Paul McCartney's producer and leading to the Grammy-nominated Michel Gondry-directed video for Walkie Talkie Man and an iPod ad. It wasn't hard to envisage the New Zealanders living the high life. But is the honeymoon over?

"I guess it's just part of the journey," says frontman Tyson Kennedy of their break-up with Capitol.

It wasn't the Americans who did the dumping. Two months ago Steriogram went to Los Angeles to try to get out of the deal.

"We were just wanting to give it a crack ourselves," says Kennedy. "There were all these ideas they wouldn't let us do."

Most of those ideas found their way on to self-produced second album, This is Not the Target Market, released on their own label. It's a dirtier, metal-influenced album compared with Schmack!, with less of the polished, mainstream pop that probably came from being on a major label.

You'd be forgiven for thinking they were ripping off Killing Joke on track Get Up but that's because KJ frontman Jaz Coleman sings on it. Proof of their staunch indie attitude, the band have refrained from hyping the fact.

"I love the album," says Kennedy with genuine enthusiasm. "If I didn't like it I've got no one to blame."

Wanting to pursue their own ideas wasn't the only reason for their newfound independence. The music industry has changed since they were discovered. Many of the Capitol staff who first touted them are no longer around, says Kennedy.

And while they were a novelty four years ago with their bogan rock chic and effervescent humour, the next young things have already come along to take their place.

"We probably would have eventually got another release but we definitely wouldn't have been the new kids on the block anymore. We were pretty proactive and had heaps of ideas about making it ourselves, producing it ourselves. So we got all the money we could, paid for it ourselves, and did everything ourselves."

It might seem a disheartening crash back to earth but Kennedy says the band was always more important than the label. After three years of solid touring, they've earned an American fanbase - in February they'll return to their second home to promote the album released through an independent label.

"You can't do it yourself in America. They've still got the money to make it work but they also have to come up with a long-term plan rather than just throwing money at the wall and hoping it sticks."

Yep, there's a reason for that cynical album title. This is Not the Target Market also suits their style, which has always teetered between rock and pop.

"There's been indie rock and emo and punk and now the new-romantic emo thing. There's always been a cool scene but we've never been a part of it, y'know? Especially in the US and England, they're so into what's hot right now. Two months later you're considered ridiculously uncool if you were part of that. You can be the greatest band in the whole world, for like, a week."

For now though, they're happy to be back in New Zealand for summer.

"It's weird man, coming home. I kind of freaked out. You're like, what the hell do I do now? You're full-on, crazy busy, living in extreme circumstances, travelling all over the world, being up all night, drinking heaps. Then you just have to snap out of it, get back into life, get your brain sorted and get ready for another crack."

Who: Steriogram

When and where: Studio, Sunday and back in Auckland late November. For the full nationwide tour dates, go to Steriogram's myspace page.

Album: This Is Not The Target Market out now