Southern Avenue in interview: “Memphis, it’s the sound of authenticity”

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Founded in 2015 in Memphis, Southern Avenue is the result of the meeting between Israeli guitarist Ori Naftaly and American singer Tierinii Jackson. The band, whose name is inspired by an iconic street in Memphis leading to the historic Stax Records, blends blues, soul, and gospel with contagious energy. Their brand-new album Family, set to be released on April 25, confirms everything we thought about this young group, already a jewel of the Memphis sound.

Thanks to Tim Kolleth from Alligator Records, we had the chance to chat with Ori Naftaly, guitarist and co-founder of Southern Avenue, for whom Family is not just a title. It’s a philosophy that embodies the deep bonds woven between the members of the band, both on stage and in life. In this interview, Ori shares the genesis of this project, significant collaborations with Boo Mitchell and John Burk, and the very essence of their music, rooted in authenticity and the legacy of Memphis.

Ori Naftaly (Southern Avenue) in interview

Hello Ori! When talking about your new album Family, you often mention it being an album about solidarity within the band. The title of the album is very telling, what does it represent to you?

Hello Cedric. Yes, Family embodies the deep bond we share as musicians, friends, and individuals navigating life together. It speaks to the trust, love, and unity we’ve found within each other, our families, and our fans, and how this bond has strengthened over time. Most importantly, it chronologically highlights key moments of our journey that have shaped who we are today. It’s a true story about who we are and where we’re going.

You’ve collaborated with two renowned producers! Boo Mitchell is the owner of Royal Studios in Memphis and has worked with artists like Al Green, Solomon Burke, Rod Stewart, and John Mayer. John Burk, on the other hand, created Concord Records and is behind collaborations with Ray Charles, James Taylor, George Benson, and Al Jarreau. Can you tell us more about that?

We had only been a band for a few months when Boo Mitchell introduced us to John Burk after one of our shows in Memphis. Our journey since then has led us to where we are today, recording the best music we’ve ever written, raw and revolutionary, right at home, where so many before us have forged the sound of Memphis, the sound of realness. Working with Boo and John on a record like this, we couldn’t have been in better hands.

It might be the bassist in me speaking, but I found that there was a real focus on rhythmic dynamics in Family. How do you manage to build a rhythm section that stays expressive without overdoing it?

We were very intentional about bringing our voices to the forefront alongside the guitar, to tell our story, and we made sure to uplift rather than overpower the music. How we hear music, write music, and express it – things like rhythm and dynamics – naturally fall into place.

Tierinii’s voice seems more grounded and introspective on this album. Did she want to explore a different emotional range compared to the previous one?

Tierinii doesn’t focus on things like emotional range; she sings from a place of human experience and evolution, and what comes from that is simply what comes. At this point in our journey, we all share the creative vision of being as raw in our studio performance as we are during our live shows.

Several members of the band come from church or community-stage backgrounds. Have these experiences influenced your stage presence and your connection with the audience?

These experiences and stages have taught us how to tune into the audience we are interacting with. There is an exchange of vulnerability and healing between the audience and ourselves as performers and artists. We are serving a greater need, bigger than ourselves, and knowing the impact our music has, we cherish and honor this responsibility.

“With Memphis music, you can immediately recognize the tone, the personality, the sound.”

Rum Boogie refers to an iconic Memphis restaurant located at the corner of Beale Street and Highway 61. You’ve often played there, and some videos can be found on YouTube. Beyond the nod, what is Memphis’ legacy in current music?

When you hear Memphis music, it’s distinct in its tone, personality, and sound. It evokes free will, courage, originality, sauce, and straight blues. There are many genres within our region, but Memphis music encompasses them all. We don’t overthink the genre; we focus on the story we want to tell.

Now that the album is out, is there a particular track that surprises you especially when performing it live?

There are so many songs that seem to resonate with our audience, but songs like Family and Sisters always feel magical and euphoric. Upside always gets a fun response from the audience.