Fed up with what he found a "too cool for school" musical climate in his Brooklyn home, Colin Schiller opted for a light-hearted and earnest approach when forming his solo project. Opting for straightforward 80's influenced party rock that non-ironically referenced Huey Lewis and the News or Bruce Springsteen, Schiller stationed himself as singer and frontman, enlisting backing band The Reactions, including guitarist John "Lucky" Wlaysewski, guitarist/saxophonist Geordie Austen, bassist/keyboardist Jacob Silver, drummer Tim Edgar, saxophonist Joey Johnson and trombonist Andrew Hagerty. The group played their first show in July of 2010, and quickly gained a following through a series of spirited performances in the greater New York area including a spot on 2010's CMJ Music Festival. Schiller eventually took the act out of town on small tours. The groups finished work on their first album Endless Holiday at world-renound Brooklyn recording hub Vacation Island Studios and the disc was slated for release in early 2012 on Milk It To Deaf Records.