In a meteoric rise that few in the rock scene could have predicted, Johnny Franck, the former guitarist of Attack Attack!, has transformed his solo project Bilmuri into a powerhouse of modern rock. Following the release of his latest album, American Motor Sports, in 2024, Bilmuri has quickly garnered attention through successful tours alongside acts such as Sleep Token and Babymetal. The shift in direction came after Franck stepped away from his former band in 2010, originally intending for Bilmuri to explore a country rock sound rooted in his upbringing.
“My dad played in a bluegrass band when I was growing up; that's the world that I come from,” Franck explains, detailing Bilmuri's evolution. The distinct sound in American Motor Sports, designed to be “as low IQ as possible,” represents a dramatic shift from his earlier work. It was an intentional pivot from the ambitious flair of his previous album, Goblin Hours, released in 2022, which he describes as having “too many guitar solos and crazy riffs.”
This time, Franck stripped back the complexity to create a more streamlined and catchy sound that has resonated with fans. The hit single Better Hell, with contributions from four guitarists to nail its deceptively simple lead, showcases this newly honed approach. Franck acknowledges, “I think it’s getting the simple things right. That main lead took four guitarists to get right in terms of articulation, even though it sounds simple.”
The innovative sound combines modern rock tones with acoustic elements, reflecting Franck's desire for authenticity amid an increasingly digital soundscape. “Modern music can sound like a fucking computer – I hate that,” he admits. He aimed for a perfect blend of organic instruments and digital effects, establishing harmony that appeals to various listeners.
His collaboration for the live performances adds layers of complexity as well. Guitarist Reese Maslen, who joined Bilmuri with a background mostly in metal, describes his experience in adapting to Franck's creative style. “When I joined, the first thing that Johnny sent me was ACOWBOYSHEAVYLOAD, saying, ‘Can you do this solo?’ and I was like, ‘I don’t fucking know!’” Maslen chuckles, adding that the learning curve forced him to explore new techniques, including “chicken picking,” a style Franck often requests.
The live performances reveal the intricate interplay between the musicians, as Franck confesses to often challenging Maslen with complex arrangements. “Oftentimes I’ll have something in my head that I have no ability to do, and I’m like, ‘Reese, can you do this?’ and he’ll figure out a way,” he shares. Maslen appreciates Franck's creative vision, noting the necessity of transposing solos for live performances due to the band's relatively limited infrastructure.
Throughout their collaboration, particular attention has been paid to the instrumentation. Both musicians predominantly utilize Strat guitars, specifically favoring the fourth position for its unique sound profile. “Single coils going through a heavy amp have this depth that humbuckers just can’t get,” Franck states, emphasizing the need for tonal richness in their music.
Reflecting an adaptability in gear usage, the band switched to Quad Cortex amplifiers after struggling with issues on their previous tour with Sleep Token. Maslen recounts, “We spent a weekend dialing in tones together, then a week later I opened it back up and it sounded like shit! So I fell back to what I know: a Mesa head with a Marshall cab.” This emphasis on equipment highlights the duo's commitment to achieving the perfect sound.
The writing process for their songs also incorporates a collaborative effort. Franck noted that the song The End underwent multiple revisions to simplify what was initially a complex solo. After working diligently in a rehearsal space with band members post-soundcheck, he sought to create something that was simple yet memorable. “If you can’t hum the lead, it’s not going to stick in your mind,” Franck explains about his philosophy in songwriting.
Meanwhile, Spinnin’ You Around, the last track composed for the album, serves a different purpose as Franck aimed for shock value, demonstrating the creativity that fuels Bilmuri’s repertoire. “I felt we needed a banger of a track – something really loud and wide open,” he shares. Ultimately, the innovations in songwriting and performance style mark Bilmuri as one of 2024's standout rock acts, with the album American Motor Sports already making waves.
The growing popularity of the genre is evident in the evolving landscape of live music today. Fans of both Bilmuri and Sleep Token have expressed excitement over the respective projects, intertwining their music experiences. One ardent fan shares their personal journey with Sleep Token, highlighting the euphoric emotions their songs evoke. “I discovered Sleep Token when my friend invited me to a gig in Manchester. This band was completely different to anything I had heard or seen before. They had such a mysterious and unique vibe.”
This speaks volumes about the powerful connection formed between artists and audiences, especially in person.
As artists like Franck and projects like Bilmuri continue on a successful path, their ongoing commitment to creativity is inspired and infectious. The music world eagerly watches their progress, eager to see how deep-fried rock styles mesh with emotional stories and sonic experimentation.
American Motor Sports is out now via Columbia Records, and with both Bilmuri and Sleep Token redefining genres, the future of rock seems to have no limits.
