After five weeks of chaotic promotion, Donda is finally here. What can artists learn from Kanye’s latest album rollout?
Kanye West is a creative person. Other labels fit, like artist or producer, but he does more than that. Kanye makes music, clothing, videos, shoes, and more. He goes above and beyond to bring his wild ideas to life, which has made him an inescapable force in our culture. Love him or hate him; you always know what Kanye is doing.
The rollout for Kanye West’s tenth studio album, Donda, was something special. West hosted three live “listening party” events across five weeks, each with unique set designs and fresh music. Fans witnessed the evolution of the music right before their eyes, and many tuned in to each event with high expectations of what might happen. These events were, for lack of a better term, legitimate culture events. They were talking points for everyone from fans to cable news commentators, and it seems anyone you ask has an opinion to share. If that’s not the sign of a successful rollout, then we don’t know what is.
In this Music Biz update, host James Shotwell looks for the positive among an undeniably divisive album rollout. He uses the things Kanye does well to educate artists about what really matters when marketing a record. You might not have billions to spend on promotion, but you can do more than you imagine possible. We’ll let him explain the rest.
Music Biz is brought to you by Haulix, the music industry’s leading promotional distribution platform. Start your one-month free trial today and gain instant access to the same promotional tools used by BMG, Concord, Rise Records, Pure Noise Records, and hundreds more. Visit http://haulix.com/signup for details.
From the return of Grayscale to the protest-ready work of Confused, there is something for everyone among this week’s new music releases.
We love our clients. Over the last decade in business, Haulix has played a small part in helping thousands of records reach tastemakers worldwide. Watching artists reach and even surpass their dreams is immensely humbling. We take no credit for anyone’s success, but we do want to highlight a few clients whose recent new music releases are currently on repeat in our offices. Check it out:
Grayscale – Umbra (Fearless Records)
Grayscale is not so much a band or group as it is a movement influencing every corner of the modern alternative music landscape. On Umbra, Grayscale’s third full-length album, the band sheds the wide-eyed optimism of earlier releases in preference of a more mature but still fun collection of tracks that probe life’s biggest questions. It’s as if the band can take any small moment and turn it into a metaphor about living better, healthier lives. You will walk away from this record thinking about the pop-rock genre differently, and that’s entirely due to Grayscale’s commitment to constant growth and progression. They don’t want to be the biggest band in the world, but they do want to be the next band that changes your life. Let Umbra move you.
Jinjer – Wallflowers (Napalm Records)
The world wasn’t ready for Jinjer when the band burst onto the international music scene in 2012, but that’s okay. Like all good groups that eventually become great, Jinjer needed time to refine their unique approach to music. Their sound is a combination of multiple metal influences combined over a soulful bed of rock aesthetics. Wallflowers, the band’s latest, continues Jinjer’s efforts to become the biggest rock band on the planet. Boasting massive hooks and unforgettable riffs, each song on Wallflowers plays with the same exciting unpredictability that has become a signature of the group’s sound.
For anyone feeling lost or defeated, Wallflowers is the record for you. It’s chock-full of anthems about the resilience of the human spirit, and really, who doesn’t need a reminder about their strength at a time like this?
Confused – Riot (Confused Records)
Canada’s Confused have written the must-hear album of 2021 for anyone looking to cause a little political upheaval. Riot is a raucous collection of protest songs and punk anthems for underdogs everywhere who are sick of living under broken systems controlled by the ultra-elite. It’s the kind of album you expect to be played during an actual riot, combining memorable hooks with crunching guitars. Vocalist Al Del Barrio summarizes everything nicely in a press release for the record by claiming, “We’ve never been shy about expressing what’s on our minds, and these songs definitely reflect where we are in 2021 after all the bullshit we’ve all experienced in the last couple years.”
If you’re sick of the world, Riot is for you. Please don’t sleep on it.
New Music Friday recommendations feature a collection of new releases from Haulix clients chosen by the company staff. Join Haulix today and gain immediate access to the industry’s leading digital promotional distribution platform: http://haulix.com/signup.
Fast-rising artist Graystar stops by Inside Music to discuss his new single, reflect on the past year, and talk shop.
To borrow from a popular sitcom of the 1980s, “Making your way in the world today takes everything you’ve got.” Graystar, a fast-rising artist with charisma and heart to spare, pours himself into every aspect of his craft. From finding a melody that makes you come alive to tackling complex emotions through instantly memorable lyricism, Graystar is doing the most to be someone nobody in pop can ignore.
We have to thank Haulix client Scorpion LTD for putting Graystar on our radar. From the moment his new single “Hazy” filled our office, the talent on display was undeniable. Some pop artists use escapism to grab audiences’ attention, but Graystar tackles the problems he encounters head-on. He has this innate ability to entertain you without manipulating listeners to ignore the struggles we all experience when trying to make it through the day.
On this episode of Inside Music, Graystar chats with host James Shotwell about his history with music, the challenges of getting heard in 2021, and how “Hazy” came together. Check it out:
Inside Music is brought to you by Haulix, the music industry’s leading promotional distribution platform. Start your one-month free trial today and gain instant access to the same promotional tools used by BMG, Concord, Rise Records, Pure Noise Records, and hundreds more. Visit http://haulix.com/signup for details.
Every artist knows that marketing is the name of the game in music today, but how many know for sure whether or not their efforts are paying off?
The music business is as much about marketing as it is performance. I take that back. Music marketing is more important than performative talent because it’s easier for someone with talent never to be heard than for someone terrible with decent marketing skills to become the next Billboard sensation. It doesn’t mean your material doesn’t matter, but it does mean that material alone won’t give you a career.
Music marketing is a game we are playing without rules or limits. Some people spend thousands of dollars to sell only a few records. Meanwhile, some kids in Kansas with a decent understanding of Adobe products can go platinum without a label. Marketing is the great decider, and while everyone is doing it, very few know how to measure success.
ROI is fancy business shorthand for “return on investment.” It’s a term used to describe what happens as a result of your action. Everyone in music is making content constantly to entertain untold millions that they believe might one day become a fan. Those efforts may include social media ads, social media posts, billboards, radio spots, ads on Spotify, and more. Every avenue of promotion is viable in today’s marketplace, but not every approach will work for your career. Knowing what works—and why it works—is the key to success.
In this Music Biz update, host James Shotwell explains ROI and why calculating the value of a music marketing campaign can be difficult. He also details the four things every artist must understand if they want to become better marketers moving forward.
Music Biz is brought to you by Haulix, the music industry’s leading promotional distribution platform. Start your one-month free trial today and gain instant access to the same promotional tools used by BMG, Concord, Rise Records, Pure Noise Records, and hundreds more. Visit http://haulix.com/signup for details.
With new variants causing a surge in COVID-19 infections, many are beginning to worry about the future of live music (again).
Live music is in jeopardy. We’ve been saying that in one way or another for almost 18 months at this point, but now we have yet another reason. The two latest coronavirus variants, Delta and Lambda, are causing massive spikes and infection rates worldwide. Vaccines help, but they do not prevent infection. Nobody knows what will happen next week, let alone in a month.
Experts and health officials have been warning of COVID-19’s lingering presence for months. The news of live music’s return has run concurrently with warnings about emerging COVID variants and the need for vaccines since at least March. Those vaccinated were expecting smooth sailing as we headed into a jam-packed fall tour season, but that future is a lot more uncertain today.
In his latest Music Biz COVID-19 concert update, host James Shotwell walks viewers through the latest coronavirus headlines, their impact on live music, and how the industry reacts to the latest pandemic developments. He explains how a lack of communication is causing industry-wide anxiety and what can be done to fix it before things worsen. Check it out:
There is a lot of uncertainty surrounding the music industry, but if there is one thing we know for certain, people who work in entertainment are resilient. No one in this career path believes things will ever go their way. Learning to adapt is part of the job. We cannot know where the rest of 2021 will take us, but we do believe in the power of people working together to solve big problems. If we can communicate with one another, we can do anything.
Music Biz is brought to you by Haulix, the music industry’s leading promotional distribution platform. Start your one-month free trial today and gain instant access to the same promotional tools used by BMG, Concord, Rise Records, Pure Noise Records, and hundreds more. Visit http://haulix.com/signup for details.
From the debut of Spirit Breaker to the bone-crushing heaviness of Slaughter To Prevail, there are several notable records among this week’s new music releases.
We love our clients. Over the last decade in business, Haulix has played a small part in helping thousands of records reach tastemakers worldwide. Watching artists reach and even surpass their dreams is immensely humbling. We take no credit for anyone’s success, but we do want to highlight a few clients whose recent new music releases are currently on repeat in our offices. Check it out:
Slaughter To Prevail – Kostolom (Sumerian)
Describing Slaughter To Prevail to anyone unfamiliar with their music is a challenge. In the simplest terms, the European sextet writes bone-crushingly heavy metal songs that often move at the speed of light. Their music is fast, furious, and unflinchingly honest. There is no topic they won’t explore. If you want to know what the future of extreme music sounds like, Kostolom is as close as you will get without a time machine. Nobody is doing it like Slaughter To Prevail, but soon, countless knockoffs will arise. Get into the real thing before the real thing is hard to find.
Spirit Breaker – Cura Nata (Solid State)
Spirit breaker is not interested in a surface-level conversation with fans. The rising rock band uses their debut full-length album to plunge deep into the heart of the human experience. The group prides itself on writing honest and innovative rock songs that explore complex emotions and situations without losing sight of the catchiness needed to sell music. Threading the needle of being intellectually stimulating and inexplicably memorable is difficult for groups with many more years of experience, but spirit breaker makes it look easy. Here’s hoping that Cura Nata ushers in a new generation of artists who are similarly excited about figuring out this thing called existence.
Sepultura – Sepulquarta (Nuclear Blast)
Metal icons Sepultura mark another chapter in their career with their latest (and arguably greatest) live album. Sepulquarta captures the band at their best, delivering anthemic songs of passion and progression in the face of impossible odds to people who are living for each note they perform. The only problem is, those fans are not in the room. Sepultura made the entire live album in quarantine and fans streamed it while stuck in their homes. Still, it’s the kind of live album that convinces you never to miss another tour. Your wallet may not be ready for how good this record sounds, but your heart and soul will thank you for experiencing it.
Eyes of Perdition – Incendiary Truths (Self-released)
Eyes of Perdition’s intense debut EP takes listeners on an adventure through the real Las Vegas. Beyond the bright lights of the strip lies a city filled with broken dreams and hard people. There are problems with crime, drugs, and violence that are often overshadowed by the allure of a global tourist destination. I don’t know where Eyes of Perdition go from here, but the future is as bright as the strip that put their city on the map. Vocalist Lindsay O. Pulls from her traumas and experiences to deliver a story of perseverance and determination that is likely to inspire everyone who hears it.
New Music Friday recommendations feature a collection of new releases from Haulix clients chosen by the company staff. Join Haulix today and gain immediate access to the industry’s leading digital promotional distribution platform: http://haulix.com/signup.
Despite the global pandemic, the three biggest record labels on Earth are still generating serious revenue in 2021.
A new report from MBW finds UMG, Sony, and WMG on course for one of the most lucrative years in music industry history. After reviewing the Q2 financials of each of the three major music companies, the leading industry platform found each label in an impressive growth period. Combined, the recorded music arms of the three major music companies generated $4.63 billion in the three months to end of June – up by an incredible 40.1% (or +$1.32 billion) on the same period of 2020. When you add global publishing revenues to recorded music revenues at UMG, SMG, and WMG, the three majors generated $5.60 billion in calendar Q2 2021, up by $1.53 billion (or +37.6%) on the same period of last year
That $5.60 billion turnover equates to the three majors cumulatively generating $61.5 million per day in the year’s second quarter – or, in turn, $2.56 million every hour.
Based on the current numbers, UMG, SMG, and WMG should finish the year generating more than $20 billion. That’s still a few billion short of the industry’s early 2000s high, but it’s closer than any other year this decade.
To put this figure further into perspective, a recent review of royalty rates from leading streaming services finds that independent solo musicians need at least 101,000 monthly streams to earn the equivalent to the minimum wage in the United States ($1256.67 per month). That number is much larger for a group featuring four or five members. It’s even larger when you have to account for label cuts, management cuts, etc.
When considering how many artists complain about their income level compared to the money music generates, one inevitably asks: Where does all this money go?
The answers are endless and (mostly) obvious. There are staffing costs, taxes, office costs, travel, promotion, and so on. It costs a lot of money to be among the biggest entertainment companies on the planet, and as rapper T-Pain revealed earlier this year, many people don’t realize how much labels spend to break and support talent.
Not found in the MBW report is any information on what portion of the money generated by these record labels will reach the artists on their roster.
Every day someone asks me the same question: Where do we go from here?
On July 8, something incredible happened. For the first time in over 14 months, I stepped inside a music venue and watched multiple bands perform to an all-ages crowd without masks or social distancing. I cannot lie and say it felt normal. The first sign of a mosh pit made me cringe, as did the first person I saw crowd surfing. Over time, however, I grew comfortable. Everything was the way it would’ve been at any point before March 2020, and for a moment, that felt great.
Then I snapped back to reality. The year is 2021, and we are still in a global pandemic claiming more lives with each passing day. The world as we know it is not returning to normal. We don’t know what normal looks like anymore.
But entertainment is one of several industries leading the charge for normalcy. The last several months have included countless tour and festival announcements, each with on-sale dates and massive promotion. Tickets for these events have been selling in record numbers. Some analysts describe consumer behavior right now as “the YOLO economy.” People are spending more money to do more things than ever because they’re sick of the way we’ve been living for the last year. It seems everyone is willing to do anything that gets them out of their house, and most will pay whatever it takes for an experience that makes them feel a bit more alive.
At the same time, news of new COVID variants makes daily headlines. The cold hard truth is that nobody knows how to defeat the beast that this pandemic has become. Vaccines are incredibly effective at preventing sickness and keeping those who do contract the virus from dying. Still, there is a large segment of the population who are seemingly unwilling to get a shot. Then there’s the ongoing discussion about the possibility of needing additional injections down the line, as well as disagreements at every level of government as to what citizens should be made to do and what should be considered optional. All that, coupled with the increasingly aggressive variants that are continuing to emerge, the ongoing wage crisis in America and the worker shortage it’s creating, and that potential for a positive COVID diagnosis to completely derail any event at a moment’s notice, is making a lot of hurdles for people hoping to maintain the illusion of normalcy.
I cannot remember the last week that passed without one or more of my coworkers asking me what the industry at large was thinking regarding the coronavirus pandemic. At first, everyone was delaying their projects and tours until they could properly promote them with face-to-face fan interaction. Certain people who made that choice later pivoted to digitally releasing their creations without a proper promotional tour. Others are still sitting on ideas that have been percolating for nearly two years.
Elsewhere, some people are touring, and others are canceling tours. A few festivals are requiring proof of vaccination to enter, but others are not. Jason Isbell says he’ll cancel shows if they don’t require proof of vaccinations. Don’t test it. He’ll do it.
To put it in the simplest terms: The music industry as we know it is a mess right now. Nobody agrees on the right way to do things, and that is confusing the entertainment ecosystem. That confusion inevitably leads to anxiety, which creates stress, and before you know it — everyone is miserable.
But what can we do? The answer, for most of us, is nothing. We are at the mercy of the public. How millions of strangers choose to live their lives will decide what happens in our careers. If people are irresponsible, more music professionals will lose jobs, and live shows will disappear once more. If people protect themselves and others by following the guidelines of those on the frontlines, then maybe touring can continue. If touring can continue, albums can release, artists can sell merchandise, and everyone can make money. That money will then help pay to support label staff, publicists, management, booking agents, promoters, marketers, merch sellers, bus drivers, road crew members, producers, engineers, studio and office overhead costs, etc.
Trying to stay positive in the music industry right now is a lot like trying to stay positive about the future of civilization while being fully aware of climate change. In both instances, we recognize the need for change, but we also understand that the level of change needed is greater than what we can accomplish alone. The best we can do is stay safe, stay informed, and support one another. There will always be music. There will always be people writing songs and trying to find ways to get those songs to people who need to hear them. The music industry as we know it will inevitably change, but that change will hopefully lead to a better entertainment business for everyone. Change may be scary, but it is (usually) also good.
If you’re reading this right now and you or someone you love is working in music, please know you are not alone. Whatever storm of thoughts and doubts are circling your brain right now are plaguing many others as well, myself included. Nobody knows what next week is going to look like for our industry, let alone next month. What matters most is that we support another, talk to another, and never lose sight of why we fell for music in the first place. Music is the great equalizer. Throughout time, music is what brings people together. It is there for us in our darkest hours and our most brilliant moments. Music means so much to so many, and that will never change. Our roles in the industry will evolve and (more than likely) disappear in time, but new needs and opportunities will emerge. Throughout it all, music will remain.
Take it easy, my friend. There is nothing to do that isn’t already being done. For every problem, there is a solution, and we will find the answers we need in time. Until then, in the immortal words of Laura Jane Grace, “Don’t Lose Touch.”
From the thunderous return of NYTT LAND to the sci-fi sounds of DEADLIFE, there is something for everyone among this week’s new music releases.
The world is changing. After a year of forced isolation, artists and fans are finally starting to reconnect. Dozens of great albums are hitting shelves every week, and we know that nobody has time for everything. We want to help you find the can’t miss albums and keep you up-to-date on the records everyone will be talking about next week. We realize that documenting every new release would be virtually impossible, but here you will find several new albums from Haulix clients that we feel deserve your time and support. This is the new music you need to hear:
NYTT LAND – Ritual (Napalm Records)
Serbian shamanic dark folk group duo NYTT LAND utilizes ancient drumming techniques, throat singing, and timeless stories to create a record that transports you from the modern-day into something far more primal. There is something to this record that will put you in touch with your most basic self. You will feel called to dance at night in a forest around a burning fire wearing only paint and feathers as you plead to an empty sky that you might know a moment of peace. For that reason, Ritual is as much an experience as it is a work of art. You can feel the heart and soul in every note, and you never question the motivation behind the music. NYTT LAND isn’t concerned with dollars and cents. Their purpose, not to mention the beauty of Ritual, is rooted in a desire for connection. Not only does the duo wish to bring us together, but they want to remind us of our sameness. Do yourself a favor and get lost in this record. You won’t regret it.
DEADLIFE – God In The Machine (Fixt Neon)
Few artists can claim to have released eight studio albums since 2017, and even less can say each record offers a unique vision of a sci-fi dystopia. DEADLIFE did both, and God In The Machine is merely the latest in a series of unforgettable releases to reach listeners. The fifteen-track release conjures sounds from a distant world of the future to provide an immersive and carefully detailed soundscape for the present. The result is a strange and often surreal amalgamation of digital production and practical artistry. If you close your eyes at any moment while the record plays, you will no doubt witness visions of impossible neon dreams filled with monstrous machines and endless skies. We can never know for sure what the future holds, but if DEADLIFE is providing the soundtrack, it seems safe to say it won’t be that bad (despite, you know, the world being on fire, the oceans being empty, and people being generally unlikeable).
The Wandering Hearts – The Wandering Hearts (Cooking Vinyl)
There is a place high in the Catskills where the snow falls in silence and mutes the world as we know it. Up there, a person can hear themselves think. There is time and space there to unravel the mess of ideas in your brain. It’s the kind of place you go to remember what you’re doing, or at least, what you’re trying to do, and it’s where The Wandering Hearts made their self-titled new album. The gentle yet engrossing record plays like a soft touch on heavy shoulders, bringing relief and reflection with each note. One has to wonder how a group of humans living in the world today manage to keep such a sense of goodness and optimism in a time life seems upside down, but regardless of their methods, I’m happy they exist.
Empty Streets – Age of Regret (Cleopatra Records)
Finding the right words to describe Empty Streets is challenging, so let me give you a recipe instead. If making music in Southern California rock bands took you around the world on tour only to later fall in love and find even greater success working with your partner in adult films while still exploring your undying interest in music, then you might create Empty Streets. Aaron Thompson has lived a lot of life, and he channels those experiences into a collection of rock-leaning, experimental darkwave tracks that pull you into a lurid world of sound you won’t want to escape.
New Music Friday recommendations feature a collection of new releases from Haulix clients chosen by the company staff. Join Haulix today and gain immediate access to the industry’s leading digital promotional distribution platform: http://haulix.com/signup.
Spotify Plus is currently available to a limited number of users, but that may change in the near future.
Spotify is currently testing a new preimum membership tier that will cost subscribers $0.99 per month. The ad-supported membership option is currently available to a small number of users, but the streaming giant may expand their testing field in the near future.
According to multiple reports, the ‘Spotify Plus’ plan still features ads like Spotify’s free tier, but it doesn’t impose any limits on the number of tracks you can skip per hour. Users are also free to pick which specific songs they want to listen to, rather than mostly being limited to shuffling within albums and playlists.
While the $0.99 price tag sounds enticing, it may not be the final cost. Spotify’s approach to testing involves offering the new plan randomly at a variety of price points to gauge user interest. The most popular price is not necessarily the one a company will use. Instead, Spotify is seeking a sweet spot between “this is too much” and “this is a steal” where consumers can be convinced to part with a few extra dollars a month in the name of control.
Spotify’s free tier has existed in its current form since 2018. It doesn’t let users skip more than six tracks per hour, and only lets them pick and listen to specific tracks from 15 select playlists, ranging from editorial-selected playlists to algorithmically generated collections like “Discover Weekly” and “Daily Mix.” Any listening that takes place outside those two playlists must use the shuffle functionality. Spotify Plus would reduce those restrictions without giving users complete freedom (like the current $9.99 tier).
Ads for Spotify Plus, which is currently available to a small batch of users for testing purposes.
“We’re always working to enhance the Spotify experience and we routinely conduct tests to inform our decisions,” a spokesperson said. “We’re currently conducting a test of an ad-supported subscription plan with a limited number of our users.”
However, Spotify cautioned that there’s no guarantee that the new tier will launch in its current form. “Some tests end up paving the way for new offerings or enhancements while others may only provide learnings. We don’t have any additional information to share at this time.”
Spotify has a long history of publicly testing major developments long before they reach the public. For example, the company’s long-discussed ‘car thing‘ has been in various stages of development for years. A hifi streaming option that could rival the lossless audio offered by Apple Music and Amazon Music was available to a small batch of users for testing earlier this year. To date, Spotify has not provided any timeline for the release of that streaming tier.
As much as we like to see Spotify continue evolving, the elephant in the room remains: How will this latest development, which has the potential to generate millions in revenue, benefit musicians?
