From School Friends to Sensations, The Journey of Armstrong
Armstrong’s origin story may not be steeped in rock ‘n’ roll drama, but it’s genuine and heartfelt. The band formed when Ollie, Will, and Tom, friends from school, began jamming together after class. What started as a casual hangout quickly evolved into a regular musical collaboration. A couple of years later, the trio recognised that Tom wasn’t improving much on guitar, prompting them to make a bold move. They posted a desperate call on social media seeking a lead guitarist. Fortunately, Jarv answered their prayers and has been an integral part of the band for the past three years.
Naming the band proved to be another challenge. As the members quickly discovered, it’s surprisingly difficult to find a unique name, everything either feels taken or sounds terrible. After experimenting with a few names that didn’t resonate, they hit a wall of desperation. In a moment of humor, they decided to pick up a magazine and point to a random word. That’s how they landed on “Armstrong” inspired by an article about drummer Bob Armstrong.
“We figured Bob was probably taken, so Armstrong it was!”
Armstrong draws from a wide array of musical influences, with a few standing out prominently: Sam Fender, Catfish and the Bottlemen, Bruce Springsteen, and Bon Iver. On the songwriting front, Bruce Springsteen serves as their North Star.
“We’re always striving to get close to anything like the way he tells stories and makes people feel, He truly is the pinnacle of songwriting for us.”
One of Armstrong’s recent music videos, “Jumpstart” exemplifies their artistic vision. Collaborating with talented director Sulaiman Siddiqui, they brought the concept of instant attraction to life. Jarv worked closely with Siddiqui to develop a narrative in which a man becomes romantically obsessed after meeting a woman.
“The visuals get increasingly surreal, and that’s something we enjoyed leaning into"
The video was heavily influenced by René Magritte's famous painting “The Lovers”. By keeping the characters anonymous, they aimed to create a universal story that allows viewers to see themselves in the experience.
“It was important for us to capture that aspect”
This creative choice gave the video a unique edge. The band also credited their fantastic videographer, James Bird, and Eni, who played the role of “Her” for bringing their vision to life.
Fans of Armstrong often resonate deeply with the storytelling woven into their songs. A standout track is “Bear”, written from Tom’s perspective about his father and his lifelong friend, Bear.
“The song captures my dad’s feelings upon learning about Bear’s leukemia”
The poignant lyric “Take all you need to keep on, cause I need you more than my bones”, resonates with anyone who would do anything for their loved ones.
Like many independent bands, Armstrong has faced significant hurdles, particularly during the pandemic. The inability to perform live was especially challenging, as connecting with fans is a core part of their identity. To cope, the band organised “al-fresco” rehearsals on Ollie’s driveway.
“It was just really fun, and it helped keep us sane”
They decided to film these sessions, launching the “Driveway Sessions” series to bridge the gap until they could return to live performances.
Looking ahead, Armstrong has a dream list of collaborators. Musically, there are countless artists they would love to work with, but on the visual side, they expressed a desire to create a music video directed by Quentin Tarantino.
“Just imagine the over the top action and memorable characters. It would be a dream come true!”
Creating memorable experiences during live performances is crucial for Armstrong. Their secret lies in having fun on stage.
“If we’re enjoying ourselves, the crowd usually mirrors that energy”
The band gives their all, often ending up drenched in sweat after the first song.
“At the end of the day, that connection with the audience is what makes live music special"
Armstrong has been fortunate to receive meaningful feedback from fans. One particularly touching moment was witnessing both Bear and Tom’s father react to the song “Bear”.
“Seeing their emotions during that moment was unforgettable”
Another memorable story came from a fan in Austria who connected deeply with their ‘wannabe John Lewis Christmas song’, “This December”.
“She asked us to play it at a gig and even requested a remix called ‘This September’ to keep the holiday spirit alive year round. That was pretty cool!”
For aspiring musicians, the band offers this piece of advice, embrace the journey. Armstrong are still figuring out their sound and artistic vision, a process that continues to evolve.
“The key is to have fun and create the music you want to hear”
While it may sound cliché, they encourage artists to be the creators they want to see in the world.