A Chat with Sweet Water (25.08.25)
Born in the heart of the 1990s Seattle music scene, US-based Sweet Water brought a unique blend of glam, power-pop and punk to create an insatiable, unforgettable, loud and raw sound. We speak with vocalist Adam Czeisler and guitarist Rich Credo about their new album, Shine On, their thoughts on AI, upcoming plans, and much more.
OSR: Cliché, but how did Sweet Water come about? What drew you all together and to music as a career?
Rich: We all grew up together and went to grade school together. Sweet Water came about as the confluence of various musical threads that we had each been following – old school punk rock, classic rock – love for Dead Kennedys, Zeppelin, Beatles, Beach Boys, Bowie, Queen – a shared love of music and that instant connection we get with each other when we play together.
Adam: That’s a classic question! Sweet Water really came about organically, from a shared passion for music and a natural chemistry when we played together. We’ve been at this since the early 90s, and what drew us together was simply the joy of creating. We found that we complemented each other musically, and there was this undeniable energy when we were in a room together, writing and playing. It just felt right, and that feeling has really been the driving force behind our career in music.
OSR: You formed in the early 1990s, so you’ve probably seen the music industry change over the past decades. How do you feel the industry has changed from recording and creating music to promotion and making a dent in the landscape? Is there anything you miss from “the old days” when compared to today?
Rich: In the old days, people actually bought records!! It was harder to get a record out, but there was a physical immediacy to holding that LP, CD, 8-track or cassette and putting it in the player. Today’s word is so different – access to the entire world of music is so easy, which is a good thing. However, back in the day, there was a quality and a focus on songwriting and musicianship. Today’s digital landscape is so pop-driven, which tends to be hyper-formulaic and copycat. We used to be a lot about making a dent and being known for what we do – now we focus on the authentic art we’re making and the stories we’re telling.
Adam: Oh, it’s changed dramatically, no doubt about it. Back when we started in the early 90s, the process was pretty traditional: you’d write songs, go into a professional studio with a producer, record, and then hope a label would pick you up and handle all the promotion and distribution. It was a more structured and, in some ways, more gate-kept industry. Today, the accessibility is incredible. Anyone can record high-quality music from almost anywhere, which is fantastic for creativity. But that also means the landscape is incredibly crowded.
The biggest shift I’ve seen is in promotion. Artists are now expected to be their own marketing teams, constantly creating content for social media, engaging directly with fans, and navigating streaming platforms. What do I miss? Maybe the sense of anticipation around a new album release back then, or the focus being almost entirely on the music itself, without the constant need to be “on” for social media. But honestly, the creative freedom and control we have now, especially being able to produce our own records like Shine On, is a huge positive. It allows us to experiment and push boundaries in ways we couldn’t before.
OSR: In a time of technology, what are your thoughts on the emergence of AI in the music world?
Rich: We believe in real music and real musicians. AI will likely eventually be an instrument that people use, but I sure hope it is never a replacement for real human expression. Perfection is the enemy of expression. Machines, by definition, cannot have consciousness, and consciousness is what creates music and art – anything is merely a replica of the real thing.
Adam: It’s fascinating, and definitely something we’re paying attention to. Technology has always played a role in how music is made, from early recording techniques to digital audio workstations. AI is just the latest evolution. On one hand, it offers incredible potential for new sounds, creative tools, and even assists with production elements. It could really open up new avenues for exploration.
However, for us, music is fundamentally about human connection and emotion. It’s about the unique interplay between musicians, the raw feeling, and the stories we tell. While AI might be a powerful tool to assist or inspire, I believe the heart and soul of music will always come from human creativity and experience. It’s about finding that balance, using technology to enhance without losing the essential human element.
OSR: You are about to release your seventh full-length album, Shine On. I’m not a musician or producer, so I don’t know much about the production side of things; however, do you find that creating each album is different rather than sticking to a template of sorts?
Rich: Each album is a process and a journey. I think we develop a relationship with the songs and use the songs as a way to get closer to the truth of how we feel about the world and our place in it. Adam’s a production genius, and Cole’s songwriting sensibility keeps us grounded in what’s real.
Adam: Absolutely, and with Shine On, we made a very conscious decision to break away from any template we might have fallen into. In the past, we had a pretty consistent process: bring song ideas to the practice space, flesh them out with the band, choose our favorites to take to the studio, try to perform and record them as best we can, and then hand over the reins to a producer to bring it all together.
But this time, we wanted to be more ambitious, take more risks, and really stretch the songs beyond what we had done before. We decided to produce the record ourselves. This meant we could experiment with recording and production techniques in our own studio without the pressure of expensive studio time. For example, the acoustic guitar for ‘Lush Trees’ was recorded with a unique mic technique – two tracks panned, one close-mic’d and one omni room mic – that captured this incredible 3D sound. That kind of experimentation was only possible because we were in control. So yes, Shine On was a completely different, and incredibly thrilling, creative process for us.
OSR: What can you tell us about Shine On? Is there any theme or backstory?
Rich: This is a story for Adam to tell…
Adam: Shine On is our seventh full-length album, and ninth release overall, and it’s truly a labor of love. The biggest backstory is our decision to self-produce it. We wanted to push ourselves creatively, explore new sonic landscapes, and really dig deep into each song. We agreed from the beginning we wouldn’t settle; we would keep trying different approaches with each song and not stop until we felt it was leaping off the track and into our brains!
As for a theme, I think it’s about pushing boundaries and finding new light. Take ‘State of Grace’, for example, which opens the album. That song started with a cool riff from Rich, and when I heard it, I was instantly hooked. The lyrics were inspired by an exercise from a class I was taking about operating in a more elevated mental state, trying to exist fully in the moment. It flowed almost effortlessly. The whole album, in a way, reflects that desire to capture those moments of inspiration and stretch them into something bigger and more impactful. We aimed for more depth, more layers, and a richer tapestry of sound.
OSR: Do you feel this new album is a true representation of Sweet Water as a band at the moment?
Rich: Oh, definitely! On this record, we really took the time to make sure each song was the representation that it could be. Sometimes that meant stripping things back to the dirty core, like in the song ‘Kick in the Head’. Other times it meant going deep into the mystery, like with ‘State of Grace’ or ‘Lush Trees’
Adam: Absolutely, I really do. This album, Shine On, feels like a true representation of where Sweet Water is right now. We consciously pushed ourselves to cover new ground, aiming for more depth, more sonic landscapes, and a more layered tapestry of sound. We tried to do that while still keeping true to the core sound we’ve developed over decades. We pushed ourselves to do the right thing for each song – to arrange each song in its best form. For us, that meant both going all out creatively on some songs, like ‘State of Grace’, and on others, dialling it back to the sweet core of what we do. It’s us, but with a renewed ambition and a fresh approach to how we create.
OSR: What is the best piece of advice you received as a musician, and what advice do you have for new artists?
Rich: We met the founder of Atlantic Records, Ahmet Ertegun, back in the day. He told us, “Don’t be afraid to be poetic”, which is great advice.
Also, the late producer Dave Jerden once told me, “don’t forget that you have more rock and roll in your little finger than most people do in their whole body”. That was inspiring and helped me to rock that much harder!!!
Adam: For me, a really motivating piece of advice came from Phil Ek, who mixed our first batch of songs for Shine On. We’ve known him since the early 90s, and he understands our history. He told me, “sometimes more is more.” That really encouraged me to keep stretching, like adding the heavy stacked harmonies and even cello to ‘Redemption’. It pushed me to go further than I might have otherwise.
For new artists, I’d say: don’t be afraid to experiment and break your own patterns. If you have the means, try to gain control over your creative process. Producing Shine On ourselves was a true joy because it allowed us to try so many ideas we couldn’t before. Also, embrace collaboration and listen to those who challenge you to be better. And most importantly, enjoy the process of making the music itself. That feeling of capturing something magical is what it’s all about.
OSR: What is your greatest achievement professionally and personally?
Adam: Professionally, I’d have to say producing Shine On ourselves. It was a true joy and an incredible learning experience. To be able to experiment with recording and production techniques, to really stretch the songs and see what we could do when we had the reins in our own hands – that was immensely satisfying. The whole experience of creating ‘State of Grace’, from Rich’s riff to the final mix, was one of the best feelings I’ve had making music.
Personally, it’s probably the continuous journey of growth and learning, both as a musician and as a person. I recently started taking an amazing class called Pathwise Leadership, which teaches operating in a more elevated mental state. That kind of personal development, and seeing how it can even inspire song lyrics, is incredibly rewarding.
OSR: What can we expect from Sweet Water in the future? More releases or live shows?
Rich: We are always making music – it is what we do. It gives us joy, and keeps the demons at bay! We love playing live, so this fall we are doing a record release show (October 11, Neumos in Seattle) as well as an exclusive acoustic show (Nov 22 in Seattle). Our goal is to get to Europe and play select US cities next summer. We’ll build until then as the record builds!!
OSR: Do you have a message for our readers?
Rich: As Adam says, “Shine on, everybody, until your light is gone.”
Many thanks to Adam and Rich for speaking with us. Find out more about Sweet Water on their Facebook, X (formerly Twitter), Instagram and Spotify.
This artist was sent to us by In Music We Trust PR
