In the ever-evolving landscape of alternative pop and indie soul, few artists have managed to bridge the temporal divide between nostalgic flair and forward-facing sonic innovation quite like Ginger Root. On a vibrant April evening in Atlanta, the project helmed by the ever-charming Cameron Lew took to the stage as the opening act for Japanese Breakfast on their “Melancholy Tour,” offering a performance that shimmered with originality and reverence for the past. Although Ginger Root began as a solo endeavor, the live ensemble has since grown into a kinetic trio, with longtime collaborators Matt Carney on drums and Dylan Hovis on bass providing a textured backbone to Lew’s crisp compositions.
The performance commenced not with a sudden surge of sound, but with a knowing wink to the past. Twin projection-style screens flanking the stage illuminated with a parody of the R-rated film tag, except this time stylized with the Ginger Root name and whimsical branding. It set the tone immediately: the audience was about to witness something singular — equal parts vintage cinema and kaleidoscopic soundscape. This thoughtful introduction mirrored the project’s ethos — each detail meticulously curated, every reference drawn from the vaults of analog memory yet delivered with a contemporary sharpness.
Cameron Lew, the polymath at the heart of Ginger Root, possesses an uncanny ability to infuse nostalgic aesthetics with an undeniably modern rhythm. Dressed in a structured brown blazer complete with shoulder pads large enough to earn a nod from any ’80s film executive, Lew appeared the perfect host from another era. His rounded glasses and gentle demeanor reinforced the performance’s sincerity; he seemed less a performer and more a gracious curator, gently guiding the crowd through a dreamlike exhibition. A videographer stationed onstage projected real-time footage onto the flanking monitors, manipulating the feed into a grainy, VHS-styled visual journey that turned the live performance into an immersive media experience.
Musically, Ginger Root continues to defy traditional genre boundaries. While the group’s aesthetic is unabashedly retro, the sound itself emerges as distinctly futuristic. Lew once coined the term “aggressive elevator soul” to describe his music, and it proves an apt summation. Tracks shimmer with clean synth lines, jagged yet precise guitar riffs, and an infectious rhythmic sensibility. The music floats and pulses simultaneously — each song a polished amalgam of funk, pop, and neo-soul influences, anchored by tight arrangements and sophisticated production.
Much of the evening’s setlist drew from their 2024 full-length album SHINBANGUMI, a record that further refined the artist’s sonic identity. Standouts like “No Problems” and “Only You” showcased Lew’s adept songwriting and the fluid sound chemistry. Each track was delivered with conviction, seamlessly moving from tender ballads to danceable anthems. The balance between instrumental precision and emotional levity allowed the set to breathe, never settling into repetition nor veering into excess. The crowd responded with quiet enthusiasm, swaying to the grooves and occasionally erupting into cheers between the compact, hook-laden arrangements.
Perhaps most endearing was the band’s approach to crowd interaction. Lew’s modesty radiated throughout the performance, his voice gentle as he addressed the audience with heartfelt questions: “Would you like to hear another song?” or “Would it be alright if we played something from our newest album?” These seemingly simple inquiries held a kind of elegant politeness rarely seen onstage. He exuded gratitude with every gesture, cultivating an atmosphere of shared experience rather than unilateral performance. It felt as though the crowd had been invited into a private rehearsal, privileged to witness something both intimate and expansive.
As Ginger Root concluded its set and made way for the headlining act, there lingered a sense of having experienced something quietly transformative. The performance in Atlanta underscored Cameron Lew’s growing stature not merely as a musician, but as a multidisciplinary storyteller. With his steadfast collaborators and an aesthetic vision that honors the past while daring to imagine new futures, Ginger Root continues to chart an idiosyncratic path through the world of independent music— one shoulder-padded step at a time.
LoudSound Magazine 
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