Way back in the Fall of 1996, two college freshman shared a dorm room together in Nashville...one promised he was going to start his own record label and the other promised he would start his own band for the label to release his record. Eight years later, What It's Like On The Inside is that record. After Aaron Hartley started theory 8 in 2000, Aaron Ford began The Sincerity Guild beginning a professional relationship that brings us to the release of an album four years later. This album is Ford's instrumental opus, highly influenced by John Coltrane's A Love Supreme, but maintaining the indie rock prowess of bands like Don Caballero and Jawbox. Unlike other instrumental bands, TSG keep their tracks to the point, not over expanding just to play long "jams", but cramming complex song structures into 3 and 4 minutes. Even on the two part beginning and ending tracks, where the band experiments with longer songs, TSG leave the listener feeling like they are listening to well crafted, well planned rock n roll. For fans of Don Cabellero, Jawbox, Unwed Sailor, The Mercury Program and John Coltrane