The Pros And Cons Of A Single(s)-Only Record Contract

Every artist I have ever met with any belief in their ability to become the next big thing has told me at one point or another that they only need one chance to prove their superb musical talent to the world. They believe that one performance or one song or one moment in time can launch them from nobody to somebody overnight. They may not be wrong, as there have been some artists who have gotten that lucky, but the vast majority of talented people need years of hard work and constant refinement in order to create a solid, well-rounded audio offering. They record countless demos, pick the best for their time in the studio, and then pour money into making release after release until the world at large takes notice of their existence.

…But what if you only had one song?

IRO is a New York City based musician who currently has a deal with Universal/Astralwerks. Unlike most artists with major deals however, IRO’s contract is based solely around singles. He doesn’t have the ability to record dozens of songs and share the ten best with listeners all at once. He has to make the most out of every single song he brings to the public because there is no guarantee he will be able to create more unless that single is something special. He has to be sure whatever he chooses to share next will only advance his standing. It’s hard work, not to mention one hell of a professional gamble, but somehow IRO is making it work.

I spoke with IRO last week about his career, the pros and cons of being a single-only artist, and what advice he would offer to young talent on the topic of making sure every move made is one that counts toward the betterment of your career. IRO’s feedback is both insightful and illumines, providing a perspective on the current industry that is a bit harder to come by than most. If you want to learn more about IRO’s work, or if you have additional questions about single-only record contracts, comment below and let us know. We’ll do our best to follow-up with everyone. Also, follow IRO on Twitter. He deserves your support.

H: You’ve built your brand around a message of refusing to be anyone other than yourself. How would you define the sound of IRO?

I: I would say that that in itself makes it so that there is never “a sound” as it is constantly  changing. What doesn’t change and what I feel remains the same is the sincerity. The music is a derivative of who you are at a given moment.

H: I appreciate the fact there seems to always be a clear narrative in your music, regardless of what genre(s) may influence the song itself. You’re a storyteller.

I: yeah I guess so … 🙂

Looking at a lot of my music, a similar theme through these different stories have all added up to this big life lesson I’ve encountered and practice daily . Creating your reality .

H: You’re based out of New York at the moment. Is that where you got your start, or was it where you relocated?

I: I relocated here pretty randomly if you consider Nyc to be an unlikely choice for an artist who is choosing a place to land in and start something!

H: There is that timeless idea that New York is the place for those who are serious about a career in entertainment. As an artist with a deal who is still very much working to get his name out there, do you believe that to still be true? Is New York still the center of it all for developing a career, especially on in the pop world?

I: New York is definitely New York. Bigger than the sum of its parts ! People get lost in this never ending vicious cycle of trying to reach this “so called ” top … One thing I can say is that it’s challenging, moreover than any other place I’ve ever visited. If you succeed in keeping your sanity and find the tools to keep your cool (that and find a way to make money and have a shit ton of drive and passion) NYC is one hundred percent that city, filled with the hungriest of minds in the world … Sitting in a high rise building looking out the window is basically watching an episode of survivor.

H: You are in the unique position of having a record deal that is strictly focused on singles. Can you tell us a bit about how you first came in contact with your label, and how the deal came about?

I: This was In fact a bunch of stars lining up to create one big giant star (made of chocolate of course ) that ended me with this deal. That and I uploaded my EP independently  via spinnup which is basically a new company that is part of universal Sweden and is a 3rd party distribution platform like tune chore or cd baby except that there are scouts that work with universal looking for talent. My art work made by my girl (amazing artist/everything) intrigued one of the scouts and got him to listen to the ep . One of the songs found its way to a digster playlist … That and an amazing manager and a negotiation later resulted in a great deal and an even greater relationship !

H: This feels a bit like a full circle moment for the industry. This is really how things began for a lot of the greatest artist of all time. They recorded their absolute best songs, sent them to radio, and toured off that exposure. What is the release and promotion process for your new material?

I: Well I can best speak for myself in this case. The label and especially my manager are really making sure that the track gets as much exposure as possible through different channels of media. As well as create a wider network via other opportunities. I on the other hand am writing a lot and collaborating with many talented writers and producers and as far as the single that’s out, “sun”, I play it outside on the streets/subway stations of New York City pretty much everyday. The circle was always full and the statistics are not relevant for those that are doing what they’re “born to do”. In the bigger scheme of things it’s not about one song.

H: I imagine you have to get every bit of exposure possible out of each single. With the video for “Sun” having been online for two months now, what steps are you taking to find new avenues for exposure? The attention span of music fans seems so short today.

I: I’m a direct person that most of all enjoys real human contact with real people. Im slowly learning to adapt to social media and the care taking of my internet persona , but I’m basically just out doing what I love most. Playing my music outside and the rest is all just very natural and organic. Those who wish to follow are more than welcome to come by and interact with me. I’m not trying to be exclusive or anything else for that matter !

H: When will the next single premiere? How far out are your future releases planned at this point? Are their dates set? Songs recorded?

I: hopefully tmrw . For all of the above 🙂  Im a child with very little patience when it comes to more songs being released. I’ve got over 20 songs  (recently recorded ) dying to find there way out of this boring hard drive of a world they live in !

H: How often do you perform live?

I: Almost everyday .

H: Can you tell us a bit about your performances? I imagine a good portion of the crowd may only be familiar with one song, so how do they react to a full set?

I: I think the biggest part is the energy even more than the music. My live performances vary with the one constant being that what ever it is I’m serving, will all be presented on a plate. The reaction is honestly overwhelming and I’m so happy to be out there doing what I do ! It’s the best feeling in the world.

H: What are the biggest lessons you have learned about navigating the music industry so far? Is it as horrible as people make it out to be?

I: As long as you do whatever you can to push yourself as opposed to relying solely on them you are more likely not to be disappointed. Like in most things there is never a guarantee and It’s really what you make of it. Yes I’m aware that a lot of people get fucked by the labels. In my own experience thus far everything has pretty much been smooth sailing and a lot of it might have been because I don’t leave much room for questioning . I like to think of it as a bi product of how you view yourself and what you do as opposed to giving a shit about how others view you. Decisions are always better than non decisions. So don’t think too much about what to wear.  You learn more by trying .

H: Before we let you go, do you have anything IRO related that you want to promote?

I: Look for me at a station/corner near by and come say hi!

James Shotwell