why we started emusic selects
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 (I blogged about it on 17 Dots). 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.
This seems like an excellent idea to me - one I’m glad to support from my end! And it seems like kicking off with High Places and Breathe Owl Breathe (although I don’t yet know the latter) only sweetens the deal.
Great idea for a regular feature. And a good way to launch it: I like the High Places songs.
Yay!! I love this new feature. And, I love Breathe Owl Breathe. I haven’t had enough time to digest the Glacier EP, howerver for those of you interested in taking a listen, check out “home” from the album climb in. It’ll charm you into clicking download all…
This is a fantastic idea, and I’ll make a point of at least giving these folks a listen. So far, I like the High Places–I’ll definitely download a few songs, at least–and I’m kind of lukewarm about Breathe Owl Breathe (but then I’m not much on the folky stuff–I think David Lowery said all there is to be said about folk singers in Teen Angst).
Great idea! Worth downloading just to help the bands as well as to encourage this to continue.
I can’t tell you how excited I was to see this yesterday - especially when I still had some downloads left. I rushed home and downloaded both albums - I’ve been anxiously awaiting the High Places since Yancey wrote about them earlier, and I wasn’t disapointed. And I was surprised by just how much I liked Breathe Owl Breathe too.
The real reason I find this so exciting though is that it’s great to see people who have some pull and some taste working in the music industry to bring out great new music. emusic has more ditribution potential than any one major record label, and has managed to be successful at about a tenth of the price of average releases on those labels. At the same time, people at emusic show with this new idea that they remain focused on the fans, the music and the musicians, rather how to squeeze every possible penney out of the latest pop idol. It just goes to show that the reason the music industry is in so much trouble is not the new technology - it’s that the big labels aren’t selling a product that people really wan’t. I think that with this new deal, emusic has shown that it is the future of the music industry.
So thank you emusic for this great new idea, thank you Joe and Yancey and everyone else at 17 dots, and thank you High Places and Breathe Owl Breath for making two great albums.
All that’s needed now is for Anna to start up the same deal in emusic Europe.
Oh and by the way - is it just a coincidence the similarities between these two bands’ backgrounds? Boy meets classically trained girl from Michigan and they make beautiful music together. Will there be a theme like this every time?
Adamm and everyone else, thanks so much for voicing your support for Selects. It’s been hard not to talk about it for the past couple of months!
Adamm, I do want to point out that yes, there is definitely a European element to this, and one of next month’s bands is from the UK. So this is not Yanks-only.
Also, I had never even considered how close the parallels are between HP and BOB. Good stuff! So no, that was not at all intentional. We just love em both dearly.
Yep Adamm - it’s a trans-Atlantic eMusic project this one (take a look at the site! Plastered in Selects stuff at the moment!) and me and some of my non-blogging European colleagues are keepings ears and eyes open for Selects worthy acts over here.
[url=http://www.pitchforkmedia.com/article/record_review/48576-0307-0907]8.3! Best New Music![/url]. A very successful launch, I’d say. Congratulations.
Opps! That hyperlink didn’t work. Anyway: 8.3 — and Best New Music — in Pitchforkmedia today for High Places. A great start. Congrats.
Thanks Daniel! To say we are excited would be an understatement.