After leaving a 12-year major label deal, James Blake launches an 'anarchistic' campaign around 'Thrown Around' — the artist's first indie single.
After about twelve years spent signed to Polydor Records, the producer/singer is now independent and experimenting with new ways to release his music to “match the speed of the internet,” he says.
Founded in 2015, Indify is seen as a tool to “add gas to the fire,” as Garg puts it, on viral moments from independent artists. The company has had success stories include up-starts like Armani White, Pink Sweat$ and Anees, but Blake is by far the biggest artist to use the platform yet. “We’ve proven thus far that Indify can help artists go from, 20 to 70, but one of our goals has been taking an artist from 70 to 100, like major labels do,” says Garg.
After going back and forth about what single to release as his first drop with Indify, Blake made “Thrown Around” and felt instantly that it was the right introduction to this new phase of his career. It’s easy to see why. The song and its video depict Blake as an artist desperate to get his music to go viral by any means necessary.
Stellar Trigger was brought into Blake’s Indify deal to aid with digital marketing. “Things have changed since I started,” Blake says. “Back then, it was quite easy to be mysterious. I mean, you have a whole generation of producers wearing masks. I think it’s pretty difficult to maintain that now and still get your music out there. It’s not the way it works anymore.”
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