{"id":4880,"date":"2022-06-09T18:54:28","date_gmt":"2022-06-09T18:54:28","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2022\/06\/09\/the-musicians-latest-hamster-wheel-is-this-what-we-signed-up-for\/"},"modified":"2022-06-09T18:54:28","modified_gmt":"2022-06-09T18:54:28","slug":"the-musicians-latest-hamster-wheel-is-this-what-we-signed-up-for","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2022\/06\/09\/the-musicians-latest-hamster-wheel-is-this-what-we-signed-up-for\/","title":{"rendered":"The Musician\u2019s Latest Hamster Wheel (Is This What We Signed Up For?)"},"content":{"rendered":"<p>If the recent <b data-stringify-type=\"bold\">drama between Halsey and Capitol Records<\/b> hints at anything, it\u2019s that artists are sick of certain content and social media expectations.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/06\/09\/the-musicians-latest-hamster-wheel-is-this-what-we-signed-up-for\/#Heres_the_gossip_in_a_nutshell\" >Here\u2019s the gossip in a nutshell:<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/06\/09\/the-musicians-latest-hamster-wheel-is-this-what-we-signed-up-for\/#But_thats_just_one_side_of_the_story\" >But that\u2019s just one side of the story.<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/06\/09\/the-musicians-latest-hamster-wheel-is-this-what-we-signed-up-for\/#Is_social_working_for_you_or_are_you_working_for_it\" >Is social working for you, or are you working for it?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/06\/09\/the-musicians-latest-hamster-wheel-is-this-what-we-signed-up-for\/#Its_about_posting_smarter_not_posting_harder\" >It\u2019s about posting smarter, not posting harder.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/06\/09\/the-musicians-latest-hamster-wheel-is-this-what-we-signed-up-for\/#Are_you_sick_of_social\" >Are you sick of social?<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Heres_the_gossip_in_a_nutshell\"><\/span>Here\u2019s the gossip in a nutshell:<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Halsey claimed that Capitol wouldn\u2019t release a new track until the artist generated sufficient engagement on TikTok.<\/p>\n<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@halsey\/video\/7100595685912775979\" data-video-id=\"7100595685912775979\" data-embed-from=\"oembed\">\n<section> <a target=\"_blank\" title=\"@halsey\" href=\"https:\/\/www.tiktok.com\/@halsey\" rel=\"noopener noreferrer\">@halsey<\/a> <\/p>\n<p>I\u2019m tired<\/p>\n<p> <a target=\"_blank\" title=\"\u266c original sound - Halsey\" href=\"https:\/\/www.tiktok.com\/music\/original-sound-7100595668527532846\" rel=\"noopener noreferrer\">\u266c original sound \u2013 Halsey<\/a> <\/p>\n<\/section>\n<\/blockquote>\n<p>From the artist\u2019s side of the story, <strong>the label was going to sit on a finished recording until Halsey met certain industry expectations<\/strong> (and the metrics that go with them):<\/p>\n<blockquote>\n<p><em>Basically I have a song that I love<\/em><\/p>\n<p><em>that I wanna release ASAP<\/em><\/p>\n<p><em>but my record label won\u2019t let me.<\/em><\/p>\n<p><em>I\u2019ve been in this industry for eight years<\/em><\/p>\n<p><em>and I\u2019ve sold over 165 million records<\/em><\/p>\n<p><em>and my record company is saying I can\u2019t release [the song]<\/em><\/p>\n<p><em>unless they can fake a viral moment on TikTok.<\/em><\/p>\n<p><em>Everything is marketing<\/em><\/p>\n<p><em>and they are doing this to every artist these days.<\/em><\/p>\n<p><em>I just want to release music, man and I deserve better [to be honest]. I\u2019m tired.<\/em><\/p>\n<\/blockquote>\n<p>\u2014<\/p>\n<p>Plenty of people have surmised that this video was ITSELF the \u201cfake\u201d viral moment the label had asked for. But since Halsey has denied it was calculated marketing, let\u2019s assume the TikTok was an honest moment of frustration.<\/p>\n<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@halsey\/video\/7100623748315008302\" data-video-id=\"7100623748315008302\" data-embed-from=\"oembed\">\n<section> <a target=\"_blank\" title=\"@halsey\" href=\"https:\/\/www.tiktok.com\/@halsey\" rel=\"noopener noreferrer\">@halsey<\/a> <\/p>\n<p> <a target=\"_blank\" title=\"\u266c original sound - Halsey\" href=\"https:\/\/www.tiktok.com\/music\/original-sound-7100623726848330542\" rel=\"noopener noreferrer\">\u266c original sound \u2013 Halsey<\/a> <\/p>\n<\/section>\n<\/blockquote>\n<p>The video complaint went viral, not only because fans love a vulnerable gripe, but because many <strong>musicians felt Halsey\u2019s pain<\/strong>. A host of other label acts, including FKA Twigs and Florence Welch, chimed in with similar sentiments. Then a million indie artists joined the chorus too.<\/p>\n<p>And that collective anger is unsurprising; Famous artists already HAVE customers waiting for the product, so c\u2019mon label, put the music out already! As for unknown artists, if a hugely popular act with a finished song and a large audience can\u2019t (or won\u2019t) deliver on TikTok, what hope is there for the rest of us?<\/p>\n<p>Besides,<strong> we didn\u2019t pick up an instrument or start making beats because we wanted to be \u201ccontent creators,\u201d<\/strong> videographers, marketers, influencers, or whatever else we are expected to be in 2022.<\/p>\n<p>We want to make music.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"But_thats_just_one_side_of_the_story\"><\/span>But that\u2019s just one side of the story.<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>At the same time, labels who need to see a return on their investment are hyper-focused on the <b data-stringify-type=\"bold\">tactics and platforms that drive the most success<\/b>. Labels expect artists to be \u201cteam players,\u201d same as they did back in the days of MTV, American Bandstand, and earlier.<\/p>\n<p>Who keeps the lion\u2019s share of earnings is another topic; what\u2019s relevant here is that if a new release is going to reach people, it makes sense to go where people like to be reached, right? It\u2019s the music \u201cBUSINESS,\u201d after all.<\/p>\n<p><strong>You use the buzziest bullhorn available. Today that means TikTok.<\/strong><\/p>\n<p>After a few weeks of public back and forth (and growing social metrics), <a href=\"https:\/\/variety.com\/2022\/music\/news\/halsey-elease-date-so-good-single-tiktok-capitol-1235281588\/\" target=\"_blank\" rel=\"noopener noreferrer\">the label announced it would release Halsey\u2019s single<\/a>.<\/p>\n<p>Problem solved, maybe.<\/p>\n<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@halsey\/video\/7103938144566906154\" data-video-id=\"7103938144566906154\" data-embed-from=\"oembed\">\n<section> <a target=\"_blank\" title=\"@halsey\" href=\"https:\/\/www.tiktok.com\/@halsey\" rel=\"noopener noreferrer\">@halsey<\/a> <\/p>\n<p><img decoding=\"async\" src=\"https:\/\/s.w.org\/images\/core\/emoji\/13.1.0\/72x72\/1f52e.png\" alt=\"\ud83d\udd2e\" class=\"wp-smiley\" title=\"| Craig Hordlow\"> literally all I care is that you get to hear it now, thank u bye luv u<\/p>\n<p> <a target=\"_blank\" title=\"\u266c So Good - Halsey\" href=\"https:\/\/www.tiktok.com\/music\/So-Good-7103765616221227010\" rel=\"noopener noreferrer\">\u266c So Good \u2013 Halsey<\/a> <\/p>\n<\/section>\n<\/blockquote>\n<h1><span class=\"ez-toc-section\" id=\"Is_social_working_for_you_or_are_you_working_for_it\"><\/span>Is social working for you, or are you working for it?<span class=\"ez-toc-section-end\"><\/span><\/h1>\n<p>Of course CD Baby favors artists being empowered to make their own creative and business choices. And there are always exceptions to modern music-biz best-practices. Even more so when it comes to niche markets. If you don\u2019t want to follow the latest trend, that\u2019s fine.<\/p>\n<p><strong>But we should also accept reality: Musicians can\u2019t disappear anymore. <\/strong><span>Sure, you COULD go dormant on social or wait a couple years between singles on Spotify. But you\u2019ll spend a lot of time or money regaining lost attention.<\/span><\/p>\n<p>As for artists feeling like they\u2019re above a certain kind of platform or format, it\u2019s worth a reminder: The most successful acts have always exploited the newest forms of mass engagement \u2014 from print and radio, to Ed Sullivan and The Old Grey Whistle Test, to MTV and MuchMusic, to MySpace and YouTube, to TikTok and Reels.<\/p>\n<p>If artists like Olivia Rodrigo can crank out films and TV shows while simultaneously touring the world, releasing a bunch of new music, and staying active online,\u2026 you can make a TikTok once in a while.<\/p>\n<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@halsey\/video\/7104330686198189354\" data-video-id=\"7104330686198189354\" data-embed-from=\"oembed\">\n<section> <a target=\"_blank\" title=\"@halsey\" href=\"https:\/\/www.tiktok.com\/@halsey\" rel=\"noopener noreferrer\">@halsey<\/a> <\/p>\n<p><a title=\"duet\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/duet\" rel=\"noopener noreferrer\">#duet<\/a> with @sevianfrang <a title=\"colorcustomizer\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/colorcustomizer\" rel=\"noopener noreferrer\">#ColorCustomizer<\/a> <a title=\"DontSweatIt\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/DontSweatIt\" rel=\"noopener noreferrer\">#DontSweatIt<\/a><\/p>\n<p> <a target=\"_blank\" title=\"\u266c She Make It Clap - Soulja Boy\" href=\"https:\/\/www.tiktok.com\/music\/She-Make-It-Clap-6939938341282383874\" rel=\"noopener noreferrer\">\u266c She Make It Clap \u2013 Soulja Boy<\/a> <\/p>\n<\/section>\n<\/blockquote>\n<h3><span class=\"ez-toc-section\" id=\"Its_about_posting_smarter_not_posting_harder\"><\/span>It\u2019s about posting smarter, not posting harder.<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The world has moved online and it\u2019s never going back. Social is the way you reach and keep an audience.<\/p>\n<p>That being said, just because social can work for artists (and labels) doesn\u2019t mean artists need to work for the platforms.<\/p>\n<p>After 15 years of expert advice from social experts:<\/p>\n<p><em>\u201cfeed the beast\u201d<\/em><\/p>\n<p><em>\u201cpost daily\u201d<\/em><\/p>\n<p><em>\u201cbe an early adopter\u201d<\/em><\/p>\n<p><em>\u201cprovide value\u201d<\/em><\/p>\n<p>\u2026 we\u2019ve ended up in a place where much of our unpaid social efforts keep audience attention on-platform so it can be monetized \u2014 mostly for the platforms, sometimes for us \u2014 through advertising.<\/p>\n<p>Time to pause and reassess? <strong>Yes, it\u2019s possible to get off <a class=\"c-link\" href=\"https:\/\/diymusician.cdbaby.com\/music-promotion\/how-musicians-should-use-social-media-in-2022\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-stringify-link=\"https:\/\/diymusician.cdbaby.com\/music-promotion\/how-musicians-should-use-social-media-in-2022\/\" data-sk=\"tooltip_parent\" data-remove-tab-index=\"true\">the constant hamster wheel of content creation<\/a> while still using social content and tools strategically.\u00a0<\/strong><\/p>\n<p><em>In this episode of the DIY Musician Podcast, we talk about exactly that:<\/em><\/p>\n<div class=\"embed-responsive embed-responsive-16by9\">\n<div class=\"iframe-container\"><\/div>\n<\/div>\n<p>\u00a0<\/p>\n<\/p>\n<div class=\"iframe-container\"><\/div>\n<hr>\n<h3><span class=\"ez-toc-section\" id=\"Are_you_sick_of_social\"><\/span>Are you sick of social?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>We want to hear from you: Are you doing things on social that get tangible results? If so, what are you doing on social to move your music forward?<\/p>\n<p>Or has the social grind become a time suck and soul crusher?<\/p>\n<p>Holler in the comments!<\/p>\n<p>The post <a rel=\"nofollow noopener\" href=\"https:\/\/diymusician.cdbaby.com\/music-promotion\/content-creation-frustration\/\" target=\"_blank\">The Musician\u2019s Latest Hamster Wheel (Is This What We Signed Up For?)<\/a> appeared first on <a rel=\"nofollow noopener\" href=\"https:\/\/diymusician.cdbaby.com\/\" target=\"_blank\">DIY Musician<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If the recent drama between Halsey and Capitol Records hints at anything, it\u2019s that artists are sick of certain content and social media expectations. Here\u2019s the gossip in a nutshell: Halsey claimed that Capitol wouldn\u2019t release a new track until the artist generated sufficient engagement on TikTok. @halsey I\u2019m tired \u266c original sound \u2013 Halsey From the artist\u2019s side of the story, the label was going to sit on a finished recording until Halsey met certain industry expectations (and the metrics that go with them): Basically [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-4880","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/4880","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=4880"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/4880\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=4880"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=4880"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=4880"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}