What’s in a name?  Well, if you’re talking about Austin, Texas natives Amplified Heat…a lot.  After several years, and a few name changes, this blues with an edge trio have settled on a name that fits them just fine. 

In a time where most rock is becoming more and more computerized and synthesized and all kinds of other “-izes,” Amplified Heat takes it back to good ol’ rock and roll.  It’s refreshing to see a band who lists their influences as Cream, Black Sabbath,  The Who and other great bands from the 60s and 70s, actually sounds something like them, rather than listing them just to sound cool. 


Amplified Heat’s blues/rock/psychedelic mixture of sound is a breath of fresh air and the three members, Jim, Chris, and Gian—all Ortiz—definitely stay true to the mixture that created several successes in the past.  It’s not just about honoring influences; it’s about doing what is right. 


“We hate modern sounds.  It’s just not rock and roll to us,” Jim Ortiz, guitar and lead vocalist explains.  “We want drums to sound like drums. For example, listen to any [Led] Zeppelin, Sabbath, or Hendrix song and the bass drum sounds like a bass drum.   Modern sounds have the bass drum sound like Fred Flintstone running down the street.  It just sucks.”


In a world where new music comes as quickly and easily as a click of your mouse, Amplified Heat aims to bring real music back into the ears of listeners, and make a lasting sound, like those of their influences.  Most bands of today will be a long lost memory (if you even remember them five years from now) but there is a reason that bands from back in the day continue to inspire musicians and avid music lovers: it’s just good music.  Plain and simple. 


“A lot of kids just take in what is fed to them so as a result, all these bands coming out who claim to be rock get all the success,” Jim continues.  “Rock n roll is supposed to be unpolished, raw and most importantly loud! That’s how it came to us fifty years ago and we are keeping the train rolling.”

And that mentality is probably why, even though they may be signed to an independent label, some major heads are looking their way—and singing their praises.  Senior Music Editor, David Fricke, from Rolling Stone has voiced his opinion on how incredible the band is.  A major ego boost for a one-time garage band, for sure. 

“It was!” Jim raves about the big time kudos.  “Everyone back home thought we were on our way to overnight success like with Johnny Winter back in ‘69!”

A sense of humor can go a long way when you’re in the world of entertainment and the Ortiz men know how to work a crowd.  Their MySpace page (www.myspace.com/amplifiedheat) has well over 3,000 friends, and they’ve already scored a touring lineup that includes the majority of the Midwest and the East Coast.  Pretty impressive for a couple of rock and roll boys from Texas. 


The boys from Texas overcame a bout of name insecurity as they went through several name changes before settling on Amplified Heat.  A name is more than a collection of letters, but a description of who you are and what you stand for.  And considering this trio brings the heat, a name such as theirs is probably the best name to have. 

Once known as Blues Condition, the boys were often mistaken as the same old, same old bluesy hick music, or “Stevie Ray Vaughn rapists doing white versions of old blues standards” as Jim not-so-delicately puts it.  They were tired of being expected to do one thing and giving another.  People were coming in with their flannel and tobacco chew, ready to hear a bluesy rant, and instead got what Jim calls “a loud, nasty, very evil Hendrix-esque boogie”.

The name change was more of a necessity rather than a desire.  Amplified Heat was born and the fans jumped on board, more prepared for the awesome sound the guys were making.  With a growing fan base (which continues to grow each and every day), their sound is making its way across the country. 


So what does the future hold for this hard rock, take no mercy trio from Texas?  Well, at this rate, the sky is the limit.  The tour is bound to continue raking in fans who want to hear something real, and eventually, bigger things are bound to come.  But will they succumb to the big time and lose focus of what they’re out there doing? 


Not likely. 


Even if they do sign with a major label, these hardcore musicians have no desire to give up the creative power, even if it does mean more money.  But don’t think they aren’t open to the idea of making this growing business into an empire. 


“I would like to be signed to a bigger label. Not necessarily a main stream label—they are the ones killing rock and roll,” Jim explains openly.  “We are very adamant about keeping the creative control of our music. We'd rather shovel shit in Texas and play our music the way we want to create it rather than be a "success" playing music that has nothing to do with who we are or [where we] come from.”


The world better be ready for these guys, because they are coming to a town near you. 


“Bring all the hip shaking mommas you know! ‘Cause when the Heat comes to town, its Chaca Chaca time!”


I don’t really know what the means, but, who cares?  It’s all about the rock and roll with these guys.

 

photo by: Todd V. Wolfson