NEW RELEASE: Built To Spill "Conventional Wisdom"

Built To Spill
"Conventional Wisdom"
(Warner Bros.)
Shafei & Levitz, directors | Anne Johnson, producer | The Revolver Film Co., production co | Jesse Green, DP | Ed Cardenas, editor | Description: Despite having indie rock guitar god status, Built To Spill mastermind Doug Martsch isn't the type of shredder worshipped in masturbatory guitar playing magazines. "Conventional Wisdom" still won't change that, but it's built upon the kind of massive, hypnotic and undeniably rocking riff that every guitarist dreams of writing. The video does find Martsch donning some leather, studs and chainmail, but it's to recreate medieval times and not for the kind of kickass metal look that would earn him a magazine centerfold. All the jousting, archery and swordplay was done under the tutelage of the video's star, American Jousting Alliance founder James Zoppe. "We met James Zoppe, randomly, while scouting for a little video we were doing about 3 years ago. We limped into this weird general store up in the middle of nowhere (Frazier Park, CA) and asked the teenager behind the counter if she knew of anyone who rented horses. She took a moment, then said we could try old James Zoppe. Her mother heard us from the back of the store and shouted, 'Who wants to know about old James Zoppe?' Well, the rest of the story would take up a lot of  pages and we still wouldn’t be able to express how truly incredible James Zoppe is. He’s a real hero, like a renaissance cowboy. How can you not make a video about that?" -- David Shafei, of Shafei & Levitz -- watch "Conventional Wisdom"