okemah and the melody of riot brad rice is using '69 fuzz into fulldrive into cranked super reverb.
other than cranked up amps and dirt and fuzz and tremolo! the art is in the musicians. always has been & always will be.
however, the sound isn't mere coincident, jay works hard at that sound and he pretty much perfected that soundscape of rockin americana with all kinds of eastern elements and overtones. wait...actually he just borrowed most of it from crazy horse.
if one can get a germ fuzz or silicon fuzz to play nice, or even a muff like the black keys, and incorporate it into a bands melodic platform, then the results are usually quite memorable.
brian henneman is an underrated hero of alt.country music and was THE guitar player on wilco's AM. he's a virtual master of dirty texture guitar and he really knows how to create a dirty, ugly guitar sound that sits well in the mix, that doesn't disappear but actually elevates the entire song. his guitar parts are always outstanding and the bottle rockets are one of our best bands.