Jim James hasn't met a reverb pedal he doesn't like. His liberal use of the effect created My Morning Jacket's signature psychedelic roots-rock sound. After making their name with incendiary live shows on the indie rock circuit in the late ‘90s, the group scored a deal with Dave Matthews's ATO Records and 2005 saw the release of MMJ's critically lauded Z album. With James unwilling to rest on his laurels, MMJ have continued to polish their sound, most notably by experimenting with elements of R&B on 2008's Evil Urges.