A few years ago I got a low-rez .mp3 off of pitchforkmedia from a TVT band called Ambulance LTD. Which I immediately confused with Son, Ambulance, on Saddle Creek Records, but no mind.

After a few months of this sneakily catchy song, “Primitive”, creeping onto my iPod playslists, I decided to investigate further, and I immediately bought everything of this addictive young “Spanish Harlem” indie rock band I could get my hands on. Which, unfortunately, was not a lot: a self-titled EP, a full-length, creatively-titled “LP” (album-naming clearly taking a second billing), and a smattering of loose demos, three songs released especially for DKNY, and finally, in 2006, another EP: “New English EP”.

And then nothing. For two full years.

So last fall I went searching again.

And of course they have a website (not-often updated) and a myspace.com page (slightly less not-often updated), but nothing more. Just a lot of comments asking the question I wanted to ask: “where the fuck ARE these guys?”

Then, over the Holidays last year, I heard their song “Anecdote” on a commercial. Of course I had my usual reaction when I hear a band that’s near-and-dear to me show up in a commercial… “Oh hey… wow… FUCK!”.

I know, I know. Pretty conflicted for a marketing guy, but moving on.

What made their commercial debut slightly better for me was the immediate rash of metoo songs in commercials that rather blatantly ripped them off. A very good sign for a band, methinks.

And then, last week, I re-checked their myspace page: …”Oh hey… wow… FUCK!”

They announced a tour…! The first one in YEARS!

And it was last month. Great.

Anyway. Even though I am beyond super-bummed not to be able to see these guys live, even though it was at the fight-or-flight-inducing Mercury Lounge (drink or pee, the choice is yours)… despite many, many lineup changes (never, ever good) …and despite this video of the lead singer/guitarist/creator Marcus Congelton blathering SoCal-style in a grimy wifebeater (which, apparently, unfortunately, he wears a lot)… I am making the call. Right here. Right now.

The call: Very soon Ambulance LTD will be a household name.