The relationship between artist and label is often seen as one between art and commerce, but it is seldom that simple – and this constant push has erupted in opening with HalseyRecent social media posts about her label seemingly Refused to release a new song until a viral ‘moment’ went viral on TikTok To help promote it.
There is no doubt: it is difficult to convert an artist’s creativity to market it as a soft drink. On the other hand, the label’s job is to promote music in the most effective and creative way—and in subsequent posts and responses, Halsey writes, “I appreciate the experience and work of all the wonderful people in my brand. There are so many talented professionals out there,” before making an exception for the way it was communicated The message it seems. “But surely we can have an opinion about the consumption entry point they are trying to impose?! Is the suggestion great, is it an alarm?”
While there has been a tremendous amount of support for Halsey online, there has been no shortage of detractors either. One wrote: “Everyone should do things they hate in their jobs,” “Your job is to sell music and your boss tells you to make videos on the biggest music promotion platform. I don’t see that as some miserable injustice lol.” This received a strong and fair response from the singer: “It’s not about making tik tox that I’m actually making tik tox! They say if they don’t reach some fanciful goal of viewpoints or spread, they won’t give me a release date at all. I’m not pretending to be a persecutor! Just I say that not all marketing methods are universal.”
However, it is a situation that many artists, especially female artists, find themselves in, as evidenced by the source of support Halsey has received on social media in recent days. The incomplete list includes Maren Morris, Charli XCX, FKA Twigs, Lauren Jauregui, Florence Welch of Florence & the Machine, and many more.
Baby, you don’t have anything to prove to those weird, miserable ass on Twitter people who talk out of their insecurities. You are an icon, you have done and will continue to do legendary deeds. You deserve to always express the same artist, this nonsense stems from you and you are consistent. https://t.co/izO9TZPYSg
– Introduction (LaurenJauregui) May 23 2022
Jauregui wrote: “You are an icon, you have done and will continue to do legendary work,” Jauregui wrote on Twitter. “Damn the noise, damn anyone trying to limit you and put a measure on your value.”
Former Dirty Projectors singer Amber Coffman put together several — collected on Instagram by la_meme_young, and may not be directly related to Halsey’s posts — in an Instagram story, writing “Examples of why I’m hesitant to get into another traditional style relationship with a record label”:
FKA Twigs posted a photo of her crying on her face and wrote, “It’s true that all record labels asking for it are tiktoks and I’ve been flagged by Toda for not doing enough.”
Charli XCX, who recently completed her major brand contract, posted on TikTok herself rolling her eyes with the caption, “When the label asks me to make TikTok the eighth of the week…”
“The poster is begging me to get ‘Tic Tic Low’, so there you go,” Florence wrote in March. Please send help,” posted a picture of her middle section.
What’s different about Halsey’s posts and comments is how reasonable they were to have participated in the discussion and demonstrated their understanding of both sides.
“At this point, I don’t know what to do because I told the truth about what’s going on and now I still don’t have a release date and some of you think I’m lying about this whole fiasco. So I’m double fucked lol,” they wrote on Monday. “If you have questions, I have answers. I have nothing to hide.”
I feel the fit is the same in both cases: Artists in a “partnership” with a label can listen to the algorithm’s “spread” data, and look at their charts, but we have to critique its one-size-fits-all grip on our art. Also, we created the “sound” that they’re trying to make it go viral, soooooo
– Maren Morris May 23 2022
Maren Morris responded, “I feel the fit is the same in both cases: Artists in a ‘partnership’ with a label can listen to their ‘viral’ algorithm data, and look at their charts, but we have to critique a one-size-fits-all grip on our art.” , we created the ‘sound’ they’re trying to make it go viral, soooooo…”
The debate continues. Will there be a difference? Time will tell…
Tic Tic Halsey is just scratching the surface of what’s going on in music right now.
Every major brand in the industry has contacted me to write for their viral artists but it won’t touch my project bc my numbers are not big enough that’s why i started my own brand…
– Sizzy rocket (sizzyrocket) May 22 2022