Columbus, GA singer-songwriter Mike Marshall introduced his momentously evocative vocals to the airwaves in 2020 through his debut single, Jesus. If you are yet to introduce yourselves to his impassioned pious gospel pop style, there’s no better track to acquaint yourselves with.
Sonically, the debut single, which features Darren Parrish, carries all of the hallmarks of an epic soul-pop ballad. Yet, instead of fixating on interpersonal storms, the single stands as a testament to Mike Marshall’s mission to introduce humanity to the love of and healing which comes hand in hand with faith.
Even if it doesn’t leave you inclined to run off to church, the incandescent soul in the celestially arresting soundscape is enough to lift you alone; the gorgeously layered choral vocals are enough to leave you reaching for the tissues. Based on his debut, we can’t wait to hear what his debut LP, Come On In, will deliver. Come On In was created via a crowd-funded campaign, and it will be due for release in March 2022. It scarcely comes as a surprise that his community wants to get behind his talent. Our radar is an infinitely more vibrantly soulful place with his name on it.
With no label, management or booking agency behind him and only his mystique, tenacity and lyrical passion to drive his success, Jacob Lee deservedly became a viral artist at the age of 24. He found the unicorn of independent artist careers through his amalgamation of determination, talent and gratitude for his fans. The connectable warmth he brings to his haunting sound is nothing short of exemplary. His commitment to creating a community bolstered by his fans is equally attractive to his millions of international fans.
Just a few of the career highlights for Jacob Lee have included independently touring across Europe, the UK, Asia and Australia and garnering over 240 million streams on Spotify alone. He is also the owner and creator of Philosophical Records and Lowly Labs. Through his Lowly Labs art project, he’s creating an intimate universe for his fans that consists of a virtual garden, library, venue and gallery. Shortly after the launch of his community-driven NFT on January 21st, he caught up with the Head of Artist Development at A&R Factory and Director at Offbeat Cultures, Jax Dee, to discuss the changes in the industry that made him, and what enabled him to thrive.
Jax: Thanks for joining us today. Let’s start with a big question – you have gained over 240 million Spotify streams and a quarter of a billion YouTube views; how did you do that!?
Jacob: That’s a very big question! I would say it’s happened mostly through consistency. I know I’m biased, but I think the music touches a place that other modern music doesn’t. It’s primarily based around the lyrics and story; it seems a lot of people resonate with that. However, if you remove that aspect, I just distribute a ridiculous amount of content – non-stop, all the time. If I release a song on the first Friday of the month, then within that month, there will be a music video, lyric video, live session, official audio, and behind the scenes content on my socials.
The only platform I never really adopted was Tik Tok, although I definitely should have. I prioritized Instagram and went hard on stories, posting on the feed twice a day for several years. As of late, I’m putting more of my energy into Twitter, which is something I never thought I’d say. At the end of the day, if I were to take an overarching view of my career and why I am where I am, it’s all through consistency, authentic music and engaging with everybody. Like, everybody.
Jax: I’ve seen that you reply to all your comments.
Jacob: I try – lately, it’s been more difficult as I focus on the business side of my music. The balance is delicate, and I’ve seen a slight drop in engagement on certain platforms. I need to schedule that back in and re-implement what I was doing to create that hype again.
Back when I was actively generating interest, managers and record labels kept hearing my name and were like, why does this guy’s name keep showing up in my inbox? How is he managing to generate these numbers, when he’s not played anywhere mainstream?
I never went the traditional music industry route to get where I am. It seemed more intuitive to speak straight to my listeners and build my audience that way. I think Australian artists need to remember that Triple J isn’t the only blueprint to national success. Yes, that’s one legitimate avenue, though it’s not the only route. A more international approach can really prove beneficial if you find out what works. YouTube, blogs and independent Spotify playlists for example. But hey, who am I? I’m still not where I want to be, and there very well may be a ceiling on my approach. Even so, the challenges I’ve had to overcome in doing this solo have allowed me to feel comfortable in pretty much any professional situation, and that’s something I always carry with me.
Jax: Going back to the music, when you’re putting out content, do you make sure it’s perfect first or do you just get it out there?
Jacob: I’d be lying if I said I wasn’t a bit of a perfectionist, but I’ve been lucky to find a group of friends who help me audit and navigate that. My team and I are all perfectionists to some degree, though we also know when to zoom out so we aren’t going in circles. My general rule is that if there are changes at the end of the process, and no one but me would notice, I leave it. If there’s something a little more obvious, I’ll go ahead and tweak it.
Jax: Of course, the quality of content is subjective. What you think constitutes a ‘good’ track could vary massively from your fans, or the edit that you don’t feel is the strongest is the one that actually pops. Do you find that in what you put out?
Jacob: Yeah, every time. With each record, my team and I reached a consensus on which songs are the singles, though we’re rarely right. My listeners find beauty in things that we tend to overlook, which in itself is beautiful. I think we get so caught up in the process that we tend to hear the music too scientifically near the end of the process. My listeners are hearing it for the first time and respond in a more emotional manner.
Jax: How important do you think getting on big Spotify playlists was to joining the multi-million streaming club?
Jacob: It was really important. I did a lot of Spotify marketing at the start, which mostly revolved around finding independent playlist curators and pitching to them. I would sit for weeks (my mum can vouch for this), sending email after email to people who’d mostly not respond. Eventually, some did I would take that success and use the momentum to raise the chances of my next pitch. Eventually, I was featured on multiple well-known publications and playlists and it became easier to pitch from there.
My method on Spotify would be to find independent playlist curators, look at their profile picture and go find the one to match on Facebook. (When people sign up to Spotify via Facebook, it is usually the same picture). I would scroll through hundreds of accounts with the same name until I matched the picture. Once I’d pinned them down, I’d send a friend request and drop them a message if they accepted, saying something like, “hi, I’ve been listening to your Spotify playlist and I think this track would provide your audience value. I love your taste in music”.
I always tried to position my pitch in a way where the benefits were mutual, instead of saying, “Hey, please feature me”. A lot of the curators would feel appreciated and thank me for liking their playlist, then add my music. I did that consistently until I started landing algorithmic playlists. I still to this day don’t have any personal connection with Spotify; I don’t have any contacts for them; they placed me on those playlists based on algorithms.
Jax: So, they were algorithmic Spotify playlists that you were placed on?
Jacob: Yep, I’d wake up almost every other day to an email saying something like, “congratulations, you’ve been featured on ‘insert playlist’, a lot more people are about to hear your music”. It’s the auto-generated Spotify emails that let me know I was heading in the right direction, and I’d freak out when I checked the following and it had something like 10 million followers.
Jax: It’s definitely a good approach. Do you find that it still works in 2022? And are you still actively doing that now, or is it purely organic momentum?
Jacob: It, unfortunately, doesn’t work as well anymore. I’ve had a number of people confirm this for me. Honestly, it’s a little harder to attribute my streams to certain marketing methods with how many different strategies I’m running right now. My streams could be coming from my Twitter followers, interaction on Discord, my YouTube channel, my blog, live streams, TikTok posts or reels on Instagram. What I do know is having a reputable distribution company pitching you directly to Spotify is a great help these days.
Jax: Yeah, it’s definitely a lot harder. Playlist pitching has changed a lot. It used to be that you could tap curators and ask if they think the music is a good fit. Now, curators are thinking about how they can squeeze the most money out of their playlists. That’s before you even consider the bots and all of the other shenanigans.
We’ve seen amazing playlists that we could place quality tracks on turn bad overnight, all because they’ve started taking payments. They think if I made $50, why can’t I multiply my traffic by four and get $200 and then it’s a race to the bottom.
Also, the way you find curators has changed too. Initially, they were just fans making playlists for themselves and didn’t need to be contacted, then they wanted to be contacted and dropped their details in their bio or playlist description. Now, most of the curators that drop their details are not genuine. A lot has changed.
Jacob: Yeah, it’s difficult. Though it makes sense. If curators made their contact details public, they’d get thousands of messages a day and who wants that.
Jax: That’s all the time we have. Thanks for taking the time to chat with us today.
Jacob: Thanks, Jax. It’s been an absolute pleasure.
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The beautiful piano simmers through and warms your heart. We are soon introduced to a singer-songwriter and composer who is a true creative. He sings about how wicked and harsh this world is as he emanates only peace and love. The story of a man that has found his voice, to show the world his stunning music, made with years of fine tuning to get the balance just right. Jacob Whalen’s ‘Necropolis‘ will have you thinking about all of the sins of the world, and the pointless loss of life for no real reason.
With his digital artwork and virtual art shows taking up most of his time over the last 10 years, this crazy world of 2020 has unlocked a true artist, who shines like a burning candle on this release. Taken off the brand new full album- ‘Lord of Vanity II‘ -this is an ode to a fresh start, away from that familiar, stale and ultimately stagnant energy from a place that you needed to get away from. In order to fully blossom, you need to see the world and experience new cultures.
He voice is so powerful yet innocent at the same time, the passionate and emotion hangs in the air as you take on a somber tone and wonder why these things happen. The gentle background sounds only matches the energy during this special listen. This is a man who has been building to this moment and succeeds greatly.
‘Necropolis‘ from the multi-talented Dallas artist Jacob Whalen is a song that will inspire many as this is such an emotional song that delves deep into current issues in the world. This is a marvelous and vividly described song from an eloquent musician- who puts his heart and soul into everything he does. After all, being in the right town for your goals, is the smartest way to be truly happy each day.
Hear this emotional masterpiece here on Jacob’s Spotify and see more on his Facebook.
The soft piano start percolates your interest right away and you feel as though this is going to be a worthwhile listen of deep magnitudes. This feeling is backed up by a singer who is clearly feeling pain and loss from a relationship he cherished very much. UK based Actor/Musician Robert Emms sprinkles our ears with something that was so carefully made, and should be cherished on his debut song called ‘Hold Me Lost Boy‘.
Robert Emms is a renowned English film, stage, and television actor, who is now making his mark in the music scene and the results are rather fantastic. His voice is so perfectly expressive, each word is so meaningful, and the beauty of the song is a real treat to the ears of the uninspired.
His voice sweetly guides you through the song like its honey-tipped, the track made with love and regret. The sadness is personified through each sentence, as we wonder if he will every see his lover again. The warm embrace of the past hovers over the story, the lyrics so genuine and kind.
The journey to finding true love is a long and winding road, with many twists and turns that might lead you in the wrong direction sometimes. This is a song that help with closure, you want that warm embrace again from the person you loved but they went away and you need to find a new path to happiness.
‘Hold Me Lost Boy‘ from the wildly talented soul of RobertEmms, transports you into so much thought, as you reminisce about your own experiences with love and lust. This adds some comfort among the sadness as we all look for that special human, that loves you for who you are, deep inside your soul.
Hold someone you love close as you listen to this special song on Spotify.
Taken off the recently released debut EP ‘Electric Fire’, this is a hauntingly real single full of an authentic energy, that passes in our ears piece by piece, lyric by lyric, to give us a warm embrace from this traumatic year of mostly sad solitude. Norwegian compassion is on full display here thanks to the new soulful singer-songwriter Gjermund Wien on ‘True Companion‘.
His voice lifts the mood as you get lost in the natural style that he possesses. A new musician to the scene, the freshness is so pleasant to see as he sings with such thoughtfulness. This is an artist who has been waiting for the right moment to send his music out to the world for manifestation, his humble artwork is vividly appreciated as you feel his true intentions which is to make music, that helps heal the wounded souls out there in the world.
The care that this musician has taken to move the audience is so cinematic and you feel like this is music that is perhaps ahead of its time. To truly comprehend its beauty, one needs to close their eyes and imagine floating in the sky, looking for that true love for your heart.
Gjermund Wien is a step above on the Electro-fused ‘True Companion‘ and this is a welcome listen to remind us to never give up on searching for that happy feeling, that holds your very being together.
A flourishing start is portrayed with the tapping of the drum sticks that gets us in the right mood. We are then lifted into an Alt-Rock world that has carefully clear vocals which are so sweet on the ear. New 5-Piece Mississippi outfit The Band Esther show us their vulnerable side with ‘Run‘.
This is all about wishing that the special one that you care about would stop hiding away from you, when you really want things to work out and for you to be together. Sometimes the heart wants what the heart wants and you can’t forget it about it so quickly. The desire and love is there and that should be enough. In this unnecessarily complicated world however, sometimes that is just not enough.
With a spectacular sound that defies their young age as a band, this is a well-thought out single that is full of regret and wonder about what has quite happened. The melodies have you hooked instantly and you can’t help but sing along- always an action that knows you are listening to something really good.
The proudly Mississippi act The Band Esther are excellent on ‘Run‘ and for a debut release, this is an exciting step into becoming well-known around the world. They are a classy outfit, full of energy and precision.
Hear this debut track on Spotify and see more about the band on their Facebook music page.
A sensually pleasing voice that meshes with a beat that is quite sumptuously classy, we are let in the door by a duo that tell the true story of a love that is so strong but needs to heal in order to truly blossom. Averto bring us a song to listen deeply to on the Indie-Pop single ‘Cry‘.
Taken off the brand new 4-track EP called ‘1304‘, this is a sexy-sad song that is loaded with regret and also an honest take on how they are deep inside.
Featuring a sax-filled chorus that makes you take notice, you can’t help but enjoy this new single that is hugely relevant in modern day society. With Social Media clouding our morals and values, some elements of short bursts of silly selfishness seeps through into us all sometimes, even if we don’t want it to be this way.
Jahlisa Jade and Zack form together tightly as Averto and this team are rather tremendous here on ‘Cry‘. This is a relevant story for all of us that have been with such a beautiful soul, that somehow seems to hurt us again and again, even if they don’t mean to. Its a lesson into how strong the love really is, if it can be rebuilt with true communication then the chances of survival are greater but this needs lots of compassion and honesty. Only then, can our souls be reconnected into that meaningful love, without constant and traumatic tears.
Hear this regret-filled single on Spotify and find out about future shows on their Facebook.
With an ominously brooding start, the haunting beat sweeps in and takes all the dust away with a fiery ripper of a track that hits the middle stump. Italian/Canadian emcee Versvs busts in with his energetic flow on ‘Enough for You‘ which features Detroit heavyweight Royce Da 5’9″.
This is the 2nd single on the latest full album –‘Invisible’– and is a powerfully struck Hip Hop track that sparks lightning into your ears. This is about feeling that some people don’t have enough respect for you when they should. Haters are going to always hate but this young rapper is on a mission to make his name in a crowded roster of Hip Hop artists- that have flooded the airwaves with mostly garbage music that has no skill at all. Luckily, this is high grade music with substance.
His ferocious bars are easy to appreciate and having a legend to feature on your track adds an extra bit of spice, to an already excellent song.
Versvs is clearly the underdog and he thrives in this role, his lyrics are cutting edge and the delivery bites hard like a hungry rapper should. Royce Da 5’9″ adds his legendary flow with ultimate precision, each word is meaningful and you can’t help but appreciate greatness when you hear it. This is a new single to take note of, this is that special flow that is so lacking in modern day Hip Hop.
Hear this exciting new single on Spotify and find out more on Insta.
With a synth-wave style that is sweetly sprinkled into a sumptuously beautiful mesh of wonderfully created music, Arcadnis is an artist who is so uniquely brilliant. This is a special song that truly is a guiding light, in a dark year for the world. She returns with her latest single called ‘Jupiter‘ and this is an addictive track that shows the growth of a musician, who has conquered her own fears.
Joanna Krystyniecka aka Arcadnis is a supremely gifted singer-songwriter that seems to float on the air when she sings as everything is so effortless. Her voice takes you into a different galaxy, each note is pure like sipping gently from a fresh waterfall, you feel clean and ready for life after listening to this.
A mysterious performer who is so refreshingly honest on her social media about being on stage, this is a track that will inspire your soul so much. This is hauntingly beautiful, full of hopes and dreams that makes this is an exhilarating 6 minute experience that is almost cinematic.
‘Jupiter‘ from Arcadnis is a song for anyone that is feeling anxious right now and who needs a push of confidence into those sleepy veins. You can do practically anything you set your mind to and the support of those close to you is so key. Backing yourself however, is the first step.
Hear this spectacular new track on Spotify and find out more on Facebook.
Ohio must be one of the most underrated music hubs in the world. Cleveland emcee GiftedCuddo brings the incredible talent of Mari to join him on ‘Subliminal Messages‘ and this is the voice for the misunderstood. A track that sways all the way, you feel inspired and can’t help but like the lyrical skill level that reaches the temperature needed to catch a tan.
Subliminal Messages are any sensory stimuli below an individual’s threshold for conscious perception.
With that in mind, we now have a feel for what this brand new and rather mysteriously brilliant Hip Hop track is all about. With an undertone that needs lots of unwrapping like a much-anticipated Christmas present, this is a fine beat that draws you in. The vocals are so sultry and the bars are wrapped together like an old pro.
”My entire purpose for making music is to inspire people to be the absolute best they can be in life, to live life to the fullest, be positive, love yourself, and enjoy every moment of this experience.”- GiftedCuddo
Taken off the new EP called ‘Xild‘, this is a track that has lots of creativity and a beat that puts a smile on your dial. This is that sunglasses type of music to turn up while you cruising around with your friends. It is so seducing and you can help but sway along to this smooth lyrics, that are shaved so close you might need a new barber.
GiftedCuddo has such a gift with words and his excellent track ‘Subliminal Messages‘ is such a fantastic Hip Hop effort and Mari only adds to the brilliance here. With so many wannabe rappers carrying on about topics that add zero value to the world, this is a track about the way you portray yourself and how we can get our message across with some practice and confidence. A life lesson in a song is always a pleasant surprise and this hits the stomach just right.
Here is the Spotify link to hear more and support.
