“You can’t pump a pop star onto the radio and have people accept it anymore, you have to tap into the rest of the market that still gobbles up that sound, but wants to avoid being force fed music.
So you put the artist in the inbox of the right ‘music journalists’, set up a front label, and let the virality do the work.
I’ve made a little hobby out of taking fast rising content in this sub, and when I can’t figure out who the label really is – I rip the song and upload it to youtube, then wait for one of the big 3 labels to claim their content.
Remember indie sensation Ryn Weaver with her song of the Summer Octohate, which she made in her basement and uploaded to her soundcloud?
She even showed up in the comments of her Stereogum piece to say how indie she is. She was on a label that was nothing more than a twitter account, turned out to be created by the famous producer that made her hit single.
To this day, there is nothing on the internet saying who her label actually is, and the only reason I know she is on Universal Music Group is because UMG claimed her content on my youtube upload This is how it works now.”
Ryn Weaver’s song :