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Sugar Free Allstars rock awesomely for Austin kids at South By Southwest

The Sugar Free Allstars have been playing soul-infused rock since the 1990s, but Wiser and Martin started recording rock music for small fans in 2007 and found a growing niche.
BY GEORGE LANG Modified: March 15, 2013 at 7:26 pm •  Published: March 16, 2013

Wiser said kid-oriented pop and rock music became a serious genre because bands such as SFAS and the Verve Pipe — which enjoyed success in 1996 with its Top 5 hit, “The Freshmen” — wanted to make music for kids that was just as good as what adults enjoy, but with more relatable subject matter. He said the “Spare the Rock” showcase and the growth of KindieFest are signs the genre will only get bigger.

“It's like a ‘family music has arrived' kind of thing,” Wiser said.