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Today we’re pleased to join forces with Seattle’s North Beach Gritty for the premiere of their new single, “What If.” Built around the songwriting of novelist-turned-musician Josh Braff, the track brings together sweeping, blues-based rock, classic guitar tones, and a cinematic production style that gives the band’s music its distinctive character. Blending the emotional depth of a great story with the raw energy of rock and roll, North Beach Gritty continues to carve out a sound that feels both timeless and refreshingly personal.
Braff comments “As the song What If was moving its way to the top of our priority list for the EP, I asked myself what the lyrics meant to me. Rick Rubin suggests the audience knows what the lyrics mean before the writer of the lyrics. This holds some truth. I think it’s a universal, how can I possibly pluck you out of the terrible situation you’re in? Because I love you. Every person that ever tried to help a friend or relative find peace in a bad storm will understand the sentiment behind What If.”
North Beach Gritty grew out of Braff’s search for a louder medium through which to express his creative vision. Already an established novelist whose debut, The Unthinkable Thoughts of Jacob Green, found an audience and took him on the road for readings before large crowds, Braff eventually turned toward music as another way to tell stories. His experiences navigating the publishing industry also shaped his commitment to creative independence, ownership, and long-term artistic control—a philosophy that now informs the band’s approach to making music.
For their latest release, Braff once again joins forces with veteran producer and engineer Bruce Buchanan, whose experience working alongside legendary artists and producers at Atlantic Records Studios helped lay the foundation for his work behind the boards. The collaboration began after Buchanan caught one of Braff’s early New York performances and recognized an emotional quality that stayed with him. Their subsequent recording sessions confirmed the connection, resulting in a creative partnership built around the power of honest songwriting and expressive performances.
The project also boasts an impressive lineup of musicians, including Ben Smith of Heart, Bob Pantella of Monster Magnet, guitarists Nick Powell and Oz Noy, Grammy-winning slide guitarist Robert Randolph, and bassist and producer Geoff Ott. Together, they bring a wealth of experience and instrumental firepower to North Beach Gritty’s music, adding depth and texture to Braff’s narrative-driven songwriting.
Following the band’s debut full-length album, “What If” offers another glimpse into the expansive musical world North Beach Gritty are building, balancing blues-rock grit with polished, cinematic arrangements. It’s a compelling introduction to the next chapter of a project driven by artistic independence, seasoned musicianship, and a songwriter continuing to find new ways to tell his stories.
