Greg and Zach Created a Strange and Highly Engaged Community with Junior Varsity
Junior Varsity’s Greg Aram and Zach have garnered a large following by randomly releasing videos on Instagram but never officially publish their music.
Junior Varsity is a bizarre, mysterious and intriguing band coming out of Los Angeles. These two best friends have figured out how to create a hype around their name by holding secret shows promoted on Instagram.
They’ve performed random shows in L.A., New York and even Japan!
Frontman Greg Aram used to release solo music under his own name but now spends his time collaborating with Zach for JV.
You won’t be able to find Junior Varsity’s music on platforms like Spotify, Apple Music or even Soundcloud. The band only releases small snippets of their tracks through Instragram videos … and even those are hard to come by as they’re constantly deleted and re-added to their feed.
So … Where’s the Music?
But if they haven’t released any music and you can’t exactly find it online … how have they grown such a large fanbase?
Aram and Zach (we don’t know his last name yet) have mastered the art of teasing and exclusivity. They’ll randomly drop locations and song snippets on their IG page and word will spread like wildfire!
Some would say this is bad business model and some would say it’s an art form. I’m the latter.
JV recently released the track ‘Michael Jordan‘ on their Instagram page — a change of speed compared to the band’s previous releases.
Aram tells Complex‘s Pigeons and Planes, “We want people to know who Junior Varsity is without hearing the music.”
… and they’re doing a great job. With each video, fans see a different aspect of who they are.
Aram sometimes goes on Instagram Live to just … stare at the camera. Why? I don’t know … but people join in the hopes of new music or possible clues.
Greg explains, “When we threw a ‘weekend’ (what they call their shows) in L.A., 100 people came out on the first day. By the third day, 1,000 people had come out for the weekend. I think people are really fiending for an experience.”
Using Their Platform for Good
The band has most recently been extremely involved in activism. Since the George Floyd killing just before summer, they’ve attended countless protests across Los Angeles and have used their following to bring information to their community.
They’ve livestreamed intense standoffs with police and were there when some of the most publicized rioting was taking place.
The boys are talented and highly in tune with what’s going on in the world and how to keep people engaged. Their shows are highly energetic and some would say ‘aggressive’. The boys call it an ‘extension of the music.’
Their catchphrase, ‘Alive and Extremely Healthy,’ is displayed at the end of each video. This is also the name of their very simple website. They offer merch and, most recently, accept donations to various charities.
Junior Varsity is definitely a band you’ll want to keep your eye on in the future. For all we know, these embedded IG posts will be deleted shortly after posting this!