MON., FEBRUARY 11, 2008
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Why We Started eMusic Selects
by Yancey Strickler
Over the past few years, eMusic has arguably become the most important retailer for independent music in the world. We sell more indie records than just about anyone, and we have a solid track record of breaking new artists: think Yeasayer and Burial, to cite two recent examples. We delight in the prospect of not just promoting our favorite artists, but in getting them paid for their music. To sloganeer it a bit, we have the opportunity to turn their art into rent.
In November of last year we came up with a new way to help expose artists who need it the most: eMusic Selects. The impetus behind the idea was a single show by one of our inaugural artists — High Places — that I saw in Brooklyn. They were ridiculous, playing amazingly vital and dynamic music that was so obviously poised to take over the world (or a small section thereof) that it was impossible to ignore. Blown away, I couldn't help but to wonder: what could eMusic do to help them?
And from there came Selects. Here's how it works: a group of us at eMusic sit down every couple of weeks and listen to songs from unsigned or under-signed (your cousin put out your record, you self-released, etc.) artists. We then jot down on a piece of paper what we like and what we don't, and discuss which artists would most properly represent eMusic. From there, we narrow it down to no more than two choices each month that we are wildly enthusiastic about: these are artists that we fully stand behind, people who we believe in, who we unquestioningly adore. (This is an ongoing, monthly effort: the next Selections are slated to hit the site on March 11.)
But what do the artists get out of it? So many developing artists right now are faced with an extremely uncertain and daunting future in the music business, so we want eMusic Selects to be one of the friendliest outlets available. Here's what we proposed to each artist: you give us whatever music you want exclusively for 60 days, and we will do everything we can to encourage people to download it. That's it. From there, it's up to you: if you want to use us as a springboard for bigger things, by all means! We would be delighted if Selects became a launching pad for new artists.
Out of those first meetings came the two artists you see today: High Places, from Brooklyn, and Breathe Owl Breathe, a folky trio from Michigan. They are very different bands, but they share a lot in common: both artists are fiercely independent, determined to make music the way that they want. They are kind, thoughtful and gentle human beings who have been an absolute pleasure to work with (the artists have been very involved in this process). And their music is very personal, speaking with an honesty of spirit that cannot be easily ignored. These are not people making music for fame, money or ego; they are simply compelled to create in the most rudimentary of ways, driven to express themselves through music.
We could not be prouder of these two records. I can say with complete sincerity that we had no idea that the music emanating from this project would be this good. 03/07 — 09/07 from High Places is an astounding overview of the Brooklyn duo's output to date, encompassing everything from a song written for an elementary school to the apocalyptic world-beat of "Canary." And Breathe Owl Breathe's Ghost Glacier EP is no less impressive, showcasing delicate songs that speak from such an emotionally raw place. Listening to Ghost Glacier is a transfixing experience. There hasn't been a day in the past few weeks where I haven't heard these songs pouring out of someone's speakers in the office. We are really, really excited about both of these albums.
You might not think either of these records are for you. And we respect that. But we ask you to at least hear them out: listen to their music, read the interviews we conducted with them, give them a chance. Here at eMusic we pride ourselves on discovery, and you, our customers, have proven to be remarkably willing to take a shot on the completely new. Now's the time to put all of that to the test. eMusic has selected High Places and Breathe Owl Breathe; now it's up to you to do the same.
In November of last year we came up with a new way to help expose artists who need it the most: eMusic Selects. The impetus behind the idea was a single show by one of our inaugural artists — High Places — that I saw in Brooklyn. They were ridiculous, playing amazingly vital and dynamic music that was so obviously poised to take over the world (or a small section thereof) that it was impossible to ignore. Blown away, I couldn't help but to wonder: what could eMusic do to help them?
And from there came Selects. Here's how it works: a group of us at eMusic sit down every couple of weeks and listen to songs from unsigned or under-signed (your cousin put out your record, you self-released, etc.) artists. We then jot down on a piece of paper what we like and what we don't, and discuss which artists would most properly represent eMusic. From there, we narrow it down to no more than two choices each month that we are wildly enthusiastic about: these are artists that we fully stand behind, people who we believe in, who we unquestioningly adore. (This is an ongoing, monthly effort: the next Selections are slated to hit the site on March 11.)
But what do the artists get out of it? So many developing artists right now are faced with an extremely uncertain and daunting future in the music business, so we want eMusic Selects to be one of the friendliest outlets available. Here's what we proposed to each artist: you give us whatever music you want exclusively for 60 days, and we will do everything we can to encourage people to download it. That's it. From there, it's up to you: if you want to use us as a springboard for bigger things, by all means! We would be delighted if Selects became a launching pad for new artists.
Out of those first meetings came the two artists you see today: High Places, from Brooklyn, and Breathe Owl Breathe, a folky trio from Michigan. They are very different bands, but they share a lot in common: both artists are fiercely independent, determined to make music the way that they want. They are kind, thoughtful and gentle human beings who have been an absolute pleasure to work with (the artists have been very involved in this process). And their music is very personal, speaking with an honesty of spirit that cannot be easily ignored. These are not people making music for fame, money or ego; they are simply compelled to create in the most rudimentary of ways, driven to express themselves through music.
We could not be prouder of these two records. I can say with complete sincerity that we had no idea that the music emanating from this project would be this good. 03/07 — 09/07 from High Places is an astounding overview of the Brooklyn duo's output to date, encompassing everything from a song written for an elementary school to the apocalyptic world-beat of "Canary." And Breathe Owl Breathe's Ghost Glacier EP is no less impressive, showcasing delicate songs that speak from such an emotionally raw place. Listening to Ghost Glacier is a transfixing experience. There hasn't been a day in the past few weeks where I haven't heard these songs pouring out of someone's speakers in the office. We are really, really excited about both of these albums.
You might not think either of these records are for you. And we respect that. But we ask you to at least hear them out: listen to their music, read the interviews we conducted with them, give them a chance. Here at eMusic we pride ourselves on discovery, and you, our customers, have proven to be remarkably willing to take a shot on the completely new. Now's the time to put all of that to the test. eMusic has selected High Places and Breathe Owl Breathe; now it's up to you to do the same.
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