INTERVIEW: THE SUGAR HOLLOWS

Richmond, Virginia’s The Sugar Hollows embrace the freedom of not fitting neatly into one genre. Across 'Resonance', the five-piece blend southern rock, Americana, folk, blues, indie and jam influences into a sound that feels both deeply rooted and refreshingly open-ended. Acoustic warmth, electric grit and lap steel textures give the record plenty of character, while its ten tracks draw on themes of love, loss, triumph, uncertainty and personal growth. More than simply a showcase of their influences, 'Resonance' feels like a genuine reflection of where the band are creatively and personally.

That sense of honesty is matched by a strong collaborative spirit, with each member contributing ideas and musical perspectives to the album. The result is a record that moves comfortably between reflective songwriting and more energetic, expansive moments without losing its sense of identity. Following appearances at FloydFest and Dominion Energy Riverrock, and a performance opening for Sam Bush, The Sugar Hollows are clearly building momentum, and 'Resonance' makes a convincing case for a band whose roots may be Southern, but whose ambitions stretch considerably further.

We sat down with the guys to learn all about the record and much more here at FLEX!

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Welcome to FLEX, The Sugar Hollows! Sum up your new record in three words for our readers please?

Reflective, Personal, Authentic 

- Has refusing to fit neatly into one musical box become part of the band's identity?

To a degree, yes. It's always interesting asking our fans what genre they would consider us. Most of the time it's a different answer. It is definitely a unique aspect of our band. We’ve never gone into the writing process trying to make a certain type of song or fit into a specific genre. We don’t want the idea of “what we should sound like” to limit where a song can go. Instead, we try to let the writing process happen naturally and follow what feels right in the moment. At the end of the day, the best compliment we can get is when someone says, "That sounds like The Sugar Hollows," instead of comparing us to someone else.

- Southern rock, blues, indie, folk, Americana and even surf rock all find their way into your music. Were those influences always present, or have they naturally expanded as the band has grown? 

It’s funny, and a little ironic, that if you looked at each band member’s top artists on Spotify, you’d probably see a pretty different list from person to person. We all have our own musical tastes and genres that we naturally gravitate toward, and those influences cover a lot of the same ground you mentioned: southern rock, blues, indie, jam, Americana, and beyond. I think the reason this hodgepodge works is that while we all come from different musical backgrounds, when you put those influences together, they create something that feels unique to us. It’s kind of like a well-mixed cocktail. Each ingredient brings something different to the table, but together they make something special. Call it a rocktail… sorry, we had to.

- Richmond's music scene has gained a strong reputation in recent years. How has being based in Virginia helped shape both your sound and your opportunities?

Being part of the Richmond music scene has given us a lot of freedom to let our music breathe and develop naturally. There’s such a wide variety of sounds and styles here, and that environment has allowed us to explore different influences without feeling like we have to conform to one specific genre or scene.

Being in Virginia definitely brings a certain character to our music as well. There are times where that southern influence naturally comes through, whether it’s in the songwriting, the feel of a song, or the way we approach playing together. Beyond shaping our sound, Richmond has also given us a lot of opportunities to grow as a live band. There’s a strong community of musicians, venues, and fans who genuinely support local music, and we’ve been fortunate to be a part of that.

- Which live performance has been the biggest turning point for the band so far?

Opening for Sam Bush at The Broadberry was a major milestone for us because it was a chance to perform on a larger stage in front of a packed house. Playing Dominion Energy Riverrock and FloydFest were also huge moments because they exposed us to different crowds and helped us realize the reach our music could have. Each of those experiences gave us more confidence and motivated us to keep going. While the bigger shows are always memorable, we find value in every performance. As long as we are able to make a lasting impression on just one person out in the crowd then it's worth it for us. Playing live is something that should never be taken for granted.

- Friendship seems to sit at the heart of The Sugar Hollows. How important is that personal connection when you're spending long periods writing, recording and touring together?

It’s probably one of the most important parts of what we do. You can tell pretty quickly onstage when band mates are friends off the stage. We’re not just bandmates, we’re genuine friends outside of the music, and that makes a huge difference when we’re spending long hours writing, recording, and playing together. The creative process isn’t always easy. There are plenty of moments where we’ll get stuck on an idea, debate a part, or spend way too much time fine-tuning the smallest details. Not to mention loading in and out of a show. But because we trust each other and know everyone has the best interest of the song in mind, we’re able to have those conversations and try different things without anyone’s ego getting in the way. Everyone has a voice, and we've found the best version of ourselves is when everyone is contributing to the common goal. 

- Looking ahead, what would represent the next major milestone for The Sugar Hollows over the next couple of years?

Looking ahead, we are focused on playing more festivals, and continuing to grow our fanbase in Richmond while expanding to other cities in the South East.  

- Finally, if someone was hearing The Sugar Hollows for the very first time through Resonance, what do you hope they're left thinking after the final track fades out?

Whether someone is going through the happiest, most joyful season of their life or facing a difficult chapter, we hope there’s something on the album that they can connect with. Music for us is about connection.

Every song on Resonance comes from real experiences, emotions, and moments that have shaped us, and our hope is that listeners can find a piece of their own story somewhere in it. At the end of the day, we just want people to feel something. Whether that's remembering a moment from their own life, finding comfort in a lyric, or simply connecting with the music, that's what it's all about.

Stream 'Resonance' now: