DATE: MARCH 11, 2026

FROM: MITCH SCHNEIDER / ANDREA FAULK, SRO PR

SOUNDING ARROW—
THE SOLO PROJECT OF SCOTT KINNEBREW (TRUTH AND SALVAGE CO)—
SHARE “WHY YOU FRONTIN?”
FROM UPCOMING ALBUM ‘SKYMAN’
OUT APRIL 10 ON BLACKBIRD RECORD LABEL/INDIE AM GOLD

WATCH THE VIDEO HERE
AND PRE-SAVE THE SINGLE,
OUT THIS FRIDAY, MARCH 13, HERE

“Why You Frontin?” artwork (Download)

The world is a better place with SOUNDING ARROW—the indie solo project of veteran recording artist and touring musician Scott Kinnebrew (Truth and Salvage Co)—in it. Today (March 11), the singer, songwriter, and musician has released the video for “Why You Frontin?”—a melodically rich song that combines folky stylings, jangly guitars, and Kinnebrew’s candid musings about the world around him.

“Why You Frontin?” is the fourth single from SOUNDING ARROW’s second album SKYMAN, out April 10 on Blackbird Record Label. In the video, Kinnebrew is seen performing the song on his porch in Asheville, NC, interspersed with old/original Super 8 family footage shot by his grandfather (John Davison). View the video HERE and pre-save the single HERE.

Kinnebrew explains that “Why You Frontin?” on which he’s joined by Gary Jules “Mad World” from the Donnie Darko soundtrack) and Katie Crawford, is “about ego death. It comes from the All One ethos, hence the mantra-like chorus ‘I know you.’ He adds: “The title comes from the bridge, where the song is telling the listener that enlightenment is coming, and all you need to do is drop your sense of self to receive it. Why You Frontin? Why the posturing? Why You Frontin? Why the facade? “Why you Frontin?….I KNOW YOU.” Read the Q&A below with Kinnebrew for more insight into the song.

The SKYMAN album was co-produced with Kinnebrew by Gary Jules and mixed by Bill Reynolds (Band of Horses, The Avett Brothers’ Emotionalism). It weaves a vivid sonic landscape rich with the textures of rock, folk, country, blues, British invasion, R&B, and pop. It’s a brew that resists classification, as it lands somewhere between tradition and invention—what Kinnebrew thinks of as “sonic impressionism.”

SKYMAN follows SOUNDING ARROW 2017 debut album LOVING IS BREATHING. This past September (2025), SKYMAN’s warm and radiant title track—both heady and light as a feather, a perfect tonic for these times—was unveiled as the first single/video. Watch the video for “Skyman”—directed by Doug Frerichs and filmed in Kinnebrew’s adopted hometown of Asheville, North Carolina—HERE.

“Skyman” was followed in January by the uplifting “Zero Gravity” single. The video was also directed by Doug Frerichs and filmed around various Southern California locations including the San Fernando Valley, 6thand Broadway in DTLA, Frogtown, and Calabasas. It ends with scenes of Kinnebrew up in space floating above civilization below and illuminating the song’s lyrics about escaping from an increasingly heavy world. Listen to the track HERE and watch the video HERE. Read the press release HERE

Next, in February, Kinnebrew released “Lucky Shaman.” The track’s freewheeling musical brew comprising indie, blues, psychedelia, garage rock, and even ‘60s AM pop is matched with lyrics inspired by the time that Kinnebrew lived for four months in the Ecuadorian Amazon and his experience at a plant medicine ceremony (ayahuasca) there. Watch the colorful animated video HERE and pre-save the single, out this Friday, February 13, HERE.

Q&A with Scott Kinnebrew
About “Why You Frontin?”

–Seems “Why You Frontin?” was inspired by your travels across the country. When did you travel, where did you go, and what did you discover?

If someone pointed to a 15-passenger van and said to me, “that’s your bench, get in, we’re goin’ on tour,” I’d be happy as a clam. I just have a rambling spirit, all I can say, and it’s been cooped up in Asheville for more than a minute now. For several years, from 2009-2015, I traveled the country incessantly with my band Truth & Salvage Co. We joked that our main calling was to bear witness to this beautiful country we live in, less playing music.

My first travel bug hit me in my teens when Jerry Garcia was still alive and every fiber of my being wanted to leave hometown New Orleans and follow The Grateful Dead. My neighbor brought me to see them in 1988 and it changed my world. Honestly less the music and more the wild caravan of Deadheads. They were so freaky and I loved it.  And the day after the show I was a deadhead, still with two years of high school to complete.  After much persistence, I convinced my parents to let me do a summer tour in ’90 and that was my first road trip with buds, and it was incredible. Our ride was a black 1969 Ford F-150 that we named “Indubitably.” The tour was awesome, and we lived it up, (saw Brent Mydland’s last show).  On the way back to New Orleans, we ran out of money, and we went to police stations and asked for gas vouchers (and got them). And the truck broke down in Sikeston, MO where we went to a church and asked if we could sleep on the pews and they got us a room at a nearby motel instead.  Different times than now.

I only followed them for a couple of summers, and hit the Vermont National Rainbow gathering, and in ’91 I started school at The Evergreen State College in Olympia and met a rocker girl and fell in love with her and also in love with The Pixies.

I have a lot of foreign travel stories. I lived in Ecuador for a year and after graduating college for about two years, I was a Merchant Marine and sailed all over the world. Best save that story for when I write a song about sailing and need to answer some press questions.

As for a discovery–you can’t sleep on the ground at a rest area, even if there are 50 of you doing it. 😂

–What inspired the sentiment and song title “Why You Frontin?”?

“Why You Frontin?” wrote itself.  It started with some chords I was playing that sparked a melody and quickly the song unfolded. My wife (Katie) was out of town and I basically spent the weekend writing all and recording most of what you hear in the finished song.  Words form from humming vowel sounds which turn into a cadence which ultimately gets whittled into lyrics.  I may have been reading a book talking about how the 60’s inspired the search for America (not a new concept). There is a phrase in the song that says “I’ve been yipping, I’ve been howling,” and that is exactly what my mother-in-law says I do when I’m writing a song. “All that yipping and howling turned out pretty good.”  So I yip and I howl until the words form, and a lot of times I don’t really understand what I’m writing until I have time to digest it.

“Why You Frontin?” is about ego death. It comes from the All One ethos, hence the mantra-like chorus “I know you.”

The title comes from the bridge, where the song is telling the listener that enlightenment is coming, and all you need to do is drop your sense of self to receive it. Why You Frontin? Why the posturing? Why You Frontin? Why the facade? “Why you Frontin?….I KNOW YOU.”

–Can you talk about the choices of stock footage shown in the video?

The footage is all original family footage my grandfather John Davison shot. And it had been in my mother’s attic for decades. I found the box of reels when helping my parents downsize. I had the tapes digitized and actually sat on them for a couple of years. I can thank this album campaign we are on for making me need one more video.  Watching the reels with the purpose of creating a video in mind, I could see the potential for making something really powerful.

And there is something subtly powerful about the video, and I credit my grandfather for having a great eye and the forethought to capture his family as time was fleeting, and my editor Doug Frerichs who has an excellent knack for pairing sound with visuals—an incredible sense of timing.

I didn’t know what footage he would use, (there were five 15-minute tapes), and I wasn’t expecting to cry, but so far I have been unsuccessful in watching it without shedding a tear.

The video achieved the difficult goal of completing the vision of the song. The two are very symbiotic and complement each other completely. This is not easy to achieve. As Bill Reynolds (who mixed the track) accurately describes the video, “it is magic.”

–Where were you filmed singing and playing guitar?

I’m on my porch! I had expectations of filming the band performance at a dive bar up the street. And have friends dress like the early 60’s and come dance the foxtrot. But after shooting three other videos for this campaign, I was tapped. Finally, it dawned on me “Scott, why you frontin? You don’t need a band and dancers, you need to be vulnerable bro!”

So I asked Katie [his wife] to film me. I dressed up halfway decent to honor my grandparents, took off my ball cap, and removed my sunglasses so you can see my eyes.  And I lit a fire in our awesome porch fireplace as a symbolic gesture of the physical form transforming into spirit.

 –Musically, the song has the signature Sounding Arrow lightness of touch which is very comforting to listen to. Can you talk about how this “lightness” is sonically achieved?

Well the song is chock full of Major 7’s which does a lot of heavy lifting. And it has stacked harmonies, with Katie singing the highest harmony, which gives the song a high ceiling. And on top of that we put this very high pitch synth that makes the chorus sonically stratospheric.

Composition-wise the chorus is legato and really floating. We are singing “I” for a whole bar before singing “know you” for another bar, and repeat it. That’s it, that’s the whole chorus. It gives it a real undulating feel.

–Finally, what are your thoughts about the state of America? Will she emerge from her current state of darkness?

Ay yai yai. Things are abysmal. We were on tour just recently, and at the hotel in Davenport, Iowa I happened to flip the channel to “Leave It To Beaver.” Though I’ve forgotten every episode, there was a time I watched every single episode. It was so nostalgic. It was actually comforting, which was discomforting. It was right there, the version of America our current administration and the MAGA movement is striving for. A version of America that actually NEVER existed, as it failed to include all the faces that made up America. Didn’t we all hear in school our country referred to as The Melting Pot? All of us, right? How can you unmelt the melting pot? It’s a fool’s errand.

Another thing, “Lola” by the Kinks was a hit in 1970. “Rocky Horror Picture Show” was released in 1975. These are historic cultural landmarks and institutions in our history. Widely loved, sung, danced to, and accepted. You would think that presently as a society we would be more welcoming of our Transgender community, but unfortunately, we have seriously regressed.

Our last night of the “Leave It To Beaver Tour” happened to be in Minneapolis at the height of the community protest. The show was at The Parkway Theater which was less than a mile from where the protests were popping off. The spirit of resilience of the audience, the staff, the band we were supporting (Lissie) was super moving. They were charged, and really feeling solidarity. And it was inspiring. This could be happening in my small liberal town of Asheville. This can be happening in your town.  We might be finding ourselves exactly in the same scenario. And I think Minneapolis is setting a fine example of how we must resist. So as for our current state of darkness…man, it might be just the beginning, but love conquers hate

SKYMAN Album Cover Art (download)

Scott Kinnebrew
Photo Credit: Sandlin Gaither

ABOUT SCOTT KINNEBREW:

Over some 30 years, Scott Kinnebrew has shared the stage with a long list of renowned artists he admires, including The Black Crowes, The Avett Brothers, The Lumineers, Sturgill Simpson, Dawes, Lynyrd Skynyrd, Lissie, Levon Helm, Garth Hudson, Blind Melon, Steve Miller Band, Gov’t Mule, and The Doobie Brothers. His former band, Truth & Salvage Co., released two records on Sony’s Megaforce label, appeared on Jimmy Kimmel Live, toured Iraq to perform for U.S. troops in 2009, turned down a gig with Phil Lesh for reasons unknown, and racked up 250,000 road miles in five years.

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