Three boyhood friends from the same small town, from the same street, in South Wales form a band. The name of the village, Cwmaman, is not only unpronounceable for most Americans, but for most people in the U.K., as well.

Small town life allows the opportunity to observe people (great fodder for both novelists and songwriters). And in addition to the stories they have to tell, these three young men possess the power to rock like their lives depend on it - to create a huge sound with roaring vocals and killer pop hooks.

Stereophonics are Kelly Jones, Richard Jones and Stuart Cable and their debut album is Word Gets Around.

They formed a band in their early teens, calling themselves The Tragic Love Company. At first they were a cover band, honing their skills on the pub circuit. Then came their own material.

Kelly Jones studied film and tv script writing in college, and like the best writers, he wrote about what he knew: tales of people's day-to-day lives.

"Too Many Sandwiches" pokes fun at wedding receptions; "A Thousand Trees" describes the town gossip after a beloved football coach is accused of a crime; a boy plans suicide in front of a train in "Local Boy in the Photograph"; the tedium of a job at a fruit and vegetable stand as observed in "More Life in a Tramp's Vest".

Small town minutia and small town depravity? "It's like that," states Kelly. "The people are so ordinary, and that's what makes it so weird. You go to London and you see it every day. But you take it for granted, because it's London and everybody's f*cked up there. But when it's in a small community, and you can see it happening, that's when it gets interesting."

Yet Stereophonics find optimism and honour in their snapshots of life in a bucolic village. They themselves live in a straightforward manner: They are not into drugs, but "we were brought up on beer," explains Stuart. "We drink like demons. There's no dance culture, no Ecstasy or anything."

Musically, also, Stereophonics display an honest, emotive power. Through elder siblings' record collections, they discovered The Kinks and Creedence Clearwater Revival. They were moved by stories of blue-collar lives and land. Nothing fancy, just music with loads of soul and sincerity.

Being a three-piece, the band also realised there were limitations, so they had to keep it simple and powerful: good tunes, no solos, full sound. Heads-down rock, played with passion and respect.

Since signing with V2, Stereophonics have spent most of the intervening time on the road; touring with Manic Street Preachers, Skunk Anansie, playing dates with Ocean Colour Scene, Lightning Seeds and even opening for The Who. They also found time to record their first album. The band has already had two Top 40 singles in the UK.

The 'Phonics also won the 'Best New Band' award at the Brits this year. Kelly made a class speech -