CHALK ONE UP FOR INSTANT SUCCESS : FARM'S FIRST SINGLE YIELDING RICH HARVEST OF AIR PLAY.

Byline: Fred Shuster Daily News Music Writer

Singer-guitarist Michael Duff has never visited the area of North London called Chalk Farm, but he named his band after the place anyway.

``We got the name from the book `War of the Worlds,' '' Duff said. ``But our manager recently went to London and took pictures of it.''

As recently as 10 years ago, the members of the band had never been to Los Angeles for any length of time, either. Eventually, the four musicians gravitated to the Big Orange to make music.

``A lot of people have their own agendas - they want you to think in a certain way, and it's easy to get caught up in that and miss reaching your true potential,'' Duff said. ``We believe you can, despite everything, accomplish what you want on your own terms.''

Chalk Farm's debut album, ``Notwithstanding'' (Columbia), is due Tuesday. The disc is a solid effort that brings to mind the '60s-influenced songwriting and playing of Counting Crows and the Wallflowers.

The first single, ``Lie on Lie,'' already is being played locally by new-rock KROQ-FM (106.7) and active-rock KLOS-FM (95.5). The song also has been added at radio stations in Washington, D.C., and St. Louis.

Rita Wilde, music director at KLOS, said she liked the Chalk Farm album immediately.

``It was one of those records that took me instantly - one listen, as we say in the business,'' Wilde said. ``Our program director had the same reaction: `Let's play it now!' As far as audience research, it's too early to tell. But we're getting some calls, and reaction within the station is phenomenal.''

Each band member - Trace Ritter (guitar), Orlando Sims (bass), Toby Scarbrough (drums) and Duff - contributed to writing the material on ``Notwithstanding,'' which was produced by Matt Hyde (Porno for Pyros).

``We spent an awfully long time on the songs,'' Duff said. ``We just figured that if we get to the point where we're 50 years old and playing just for our friends in some club, we want to be playing songs we really like.''

Originally, Chalk Farm was an acoustic-based trio until the members realized the songs needed a more guitar-driven sound. Enter Ritter, who once shared a bill with the trio and offered his services.

``At the time I was in something like four other bands, but none were what I'd been looking for,'' the guitarist said, adding that he joined Chalk Farm after sitting in on a few songwriting sessions.

Duff said the players' musical chemistry makes for a united front.

``We're all really different players, but for some bizarre reason we hear the same result,'' he said. ``It's like we all know the last chapter in the book. The way we play, we compliment each other well.''

Chalk Farm was introduced to producer Hyde through a mutual friend. The in-demand studio whiz helmed the band's demo and subsequently turned Columbia onto the quartet.

``We're always looking to make a song our own, so after a couple of chords you know it's us,'' bassist Sims said.

Adds Duff: ``All along, we've wanted to make music that makes us happy. We want it to be good and we have things we want to get across - things we feel need to be changed, and if we can make an impact, great. But it all boils down to doing what we really love.''

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Photo: ``All along, we've wanted to make music that makes u s happy,'' says Chalk Farm's Michael Duff, left, pictured with band mates Toby Scarbrough, Orlando Sims and Trace Ritter.