You may recognize Tony Price as the producer for indie gems like U.S. Girls and Michael Rault, but as his own entity, the multi-instrumentalist guitar whiz is totally ready for the spotlight. And what better way to stand beneath some glow than with Burger backing a debut album, and a lead single called “I Prefer Coca Cola”. Which, let’s be real, is always the winner of the taste test.

His debut video, directed by Danielle Nemet, is supremely low budget, in all the right ways. Price’s wailing guitar is the first taste of many more licks coming out of his Maximum Exposure record label and production unit. So listen up. —Maya Eslami