almost monday: Surf Rock’s Next Big Wave

Who is almost monday?

“Can’t Slow Down” serves as the lead single of almost monday’s debut album, DIVE, of which the trio is currently on tour for. Dive is a compilation of the trio’s sun-soaked music they claim as “future-facing California pop.” The band even captioned the album announcement with “dive into the sunny sounds of almost monday.”

almost monday’s music is classic sunny california pop that many bands try to emulate and have found little success in. However, this trio has found a following by possessing an authenticity unlike other bands in the genre. The origin story of almost monday exemplifies this.

The three members Luke Fabry (bass), Cole Clisby (guitar) and Dawson Daugherty (vocals) all call Southern California home. The connections between the members are quintessentially Californian with Dawson and Cole connecting after “a chance encounter surfing.” Luke was brought in as a lifelong friend of Dawson which likely aids to their organic chemistry on stage and through their music.

Meet the Band

The Trio Behind almost monday

Part of almost monday’s charm is the unique personalities of each member that are incredibly apparent in all of their performances and branding. Vocalist, Dawson Daugherty, has been pursuing music for much of his life and leads the band’s persona in their performances. Daughtery has been outspoken about his life long musical aspirations, even detailing his rejection from NBC’s “The Voice” when he was just 17. He also attempted a solo career at a young age that never took off. Nonetheless, it is clear he is a powerhouse in the trio. His vocal talent and persona cement the surf rock music almost monday releases.

When witnessing Daughtery perform it is clear he has a love for putting on a show. His comfortability on a stage is clear, with a performance factor unlike many other new artists. Daughtery cited his time in church band gave him a training ground for performing that helped him get to this point. He never stays in one place on stage, and emulates the California vibes their sounds evoke. Daughtery has detailed his performance inspiration comes from an idolization of U2, not just their sound but their demeanor. He told the San Diego reader, he remembers “idolizing how they walked on stage, what they wore, and how they moved.” This influence is evident when comparing the two performances. In terms of sound, his conversational voice gives a casual feel to the trio’s songs that invites the audience to fully experience the lyrics. When asked about the common “optimism” theme in almost monday’s music Daughtery stated, “It all just kind of comes out naturally.” He’s claimed the trio’s upbringing in California as the main cause of this.

Beside Daughtery there is Luke Fabry on bass and Cole Clisby on guitar. Their energy on stage is somewhat more aloof than Daughtery. Throughout performances the two remain focused on their instrument – strumming the vibrant sounds to accompany Daughtery’s voice and the lyrics. Despite their differing demeanors the trio is on the same page when it comes to their sound and aesthetic. Their joint ties to Southern California undoubtedly ties them all together to the vibrant indie rock they create. When discussing their single “Life Goes By” Clisby claimed it was an “ode to San Diego.” Clisby went on to say their hometown’s influence consistently seeps into their music no matter what. Each member of the trio was raised with a heavy focus on surfing, with Clisby’s father being a pro surfer in the 80s. almost monday’s vibrant sound in inextricably linked to surf culture, an example of a decades long relationship between southern california pop and surfing.

The third member of the band, Luke Fabry, has a similar origin story to his fellow band members. A love for surfing and sunny California that has influenced their sound. However, unlike Cole and Dawson, Fabry has stated his love for music was much more gradual. Music was something he viewed as a hobby, and he never knew it would get to the level that almost monday has reached.

The Origin Story

Behind the Sound of almost monday

Throughout college the three officially formed almost monday and began to build their sound. They cite artists like David Bowie, Prince and The Beatles as their inspiration. Their sound is reminiscent of other soft rock banks like Fleetwood Mac.

Unsurprisingly, one of the trio’s original producers was grammy-award winner, Mark Needham. Needham has previously produced for The Killers, Dolly Parton and of course Fleetwood Mac. The three members built this relationship through a cold email to Needham, cementing him as an early champion of the group. He then connected them with producer Simon Oscroft, and the two helped produce almost monday’s debut EP don’t say you’re ordinary.

Crafting an Authentic Brand

Besides their sound almost monday has made a name for themselves because of their authentic branding. The members themselves have said their intention is not to write lyrics that are especially “profound or groundbreaking.” They are attempting to write authentic music that fits their persona, and energizes the crowd. In classic surf rock fashion they work to create an atmosphere above all else. Daughtery has exemplified this when speaking of his idols in terms of the community they created in tandem with their musical prowess. Of course, authenticity is the goal of most artists, but almost monday has grasped this concept better than many.

A huge part of this authenticity comes from their use of social media as a band. Their rise to popularity came about during COVID with their single “broken people”. This was at a time when connections on social media were a commodity. Their social media presence has continued to remain seemingly genuine even as their fame has increased. The branding tactics of almost monday are something other bands can easily emulate through a consistent focus on authenticity and relatability – even when it comes to posting online.

When bands approach branding it is important to recognize what their target audience is doing online. In almost monday’s case, they created a “spam” account. The account, titled almostmondaydumpy, plays perfectly into the photo dump trend that dominates young digital spaces. A dichotomy from their professional account, the almost monday “spam” account shows behind the scenes tour photos and bloopers of the trio. This account gives a look into the personalities of each member of the trio and their friendships. By offering this image the band gives a backing to the “carefree” vibes their music emits. Through their social media work the trio has cemented their personalities with their audience.

Beyond their spam account the members of almost monday interact with their official band account often. Followers will see Daughtery, Clisby and Fabry in the comments replying to their own album announcement as if their fans. This interaction helps foster connections between the band and their audience. Their strategy is not a newfound way for musicians to interact with their audience, but does help differentiate them from other new artists that may be more timid to do so.

almost monday’s consistent branding follows them into their music videos as well. Most of the groups videos are shot to look like film giving them an old-school feel while playing into the retro trends in today’s media age. They are all filled with bright colors, and more often than not shot at the beach, giving a visual to the surf rock songs they produce. In the past the band has even worked with their friends to shoot videos amplifying the authentic nature of their branding.