Photos by Blushing Cactus Photography
Prescott Now: How long have you guys been playing together?
90 Proof: 90 Proof was started about five years ago. Jon Hassessian and I (Josh Rice) started the band playing in local bars getting our name out there. Keith Rhodes, our current lead guitar player, joined the band originally on bass guitar but is now our lead guitar player. He started with us New Year’s Eve in 2021. Fred Bogen, our current bass guitar player is the newest addition joining us in late 2023.
We have some special guest appearances happening in 2024 that I feel will keep the music fresh for everyone.
Prescott Now: What genre or genres of music do you play?
90 Proof: We play rock, grunge and alternative music from the ‘90s. This was a time when most of the guys were in high school. The music was so influential during that time, and I think we all just took it in and loved it. Bands like Pearl Jam, Collective Soul, Candlebox, Nirvana, the list goes on and on with bands that had a “new” sound,” and the energy was addictive.
Prescott Now: What is the key to being a successful musical act in Prescott and Northern Arizona?
90 Proof: Great question. From the beginning, we wanted to play music we thought was relevant to the crowd we were trying to attract. We knew that would be more challenging in the Prescott and Northern Arizona markets as we were surrounded primarily by a country or classic rock music scene.
We stayed true to ourselves and delivered to our fans. Turns out that there are enough of them in the area to support us and the venues we play. We are truly blessed by everyone who comes to our shows.
We strive to create a win-win relationship with the venues we play. That really helps the relationship. Getting people to show up to the shows and patronize the venues we play are keys to success, for sure.
Another big thing is to space out how often you play. I understand this is tough for some working bands, but going to Flagstaff or Phoenix and then back to Prescott has helped keep the venues packed when we play.
Oh yeah, and don’t forget to make sure you sound decent. LOL
Prescott Now: What’s the smallest audience you’ve played for; the biggest?
90 Proof: Jon and I played acoustically shortly after the band was created for a small little art fair. I bet there was a total of five people watching, and three of them were friends. We played a festival in Phoenix and there was about 5,000 people there. That was a fun show.
Prescott Now: Where do you find the inspiration for your songwriting or performances?
90 Proof: We just love to play and perform the songs that we put into the set list. These are songs we all grew up to and most of our fans know all the words to. The music is something not every band plays, so it’s special and different.
You would be pressed to find more than a small handful of bands in the entire state playing the type of music we do. And we were one of the first, if not the first, to do it with some success in this area. We take pride in that, and it shows in our performances.
