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Even with industry cynicism aside, it’s hard to deny that we latch onto the personalities of the people who are making the songs we love as much as their music itself, and the marketing personnel behind the scenes capitalise on this. There’s a financial incentive as well: a solo artist’s music is cheaper to produce than a full band set-up, and sometimes, they can be a safer investment for other reasons. “I know that A&R and record labels ask themselves [when signing new artists]: ‘Is this band going to implode one day? Is there a ton of volatility? Is there substance abuse? Does the frontman have a hot head and could he get himself cancelled one day?’” grandson explains. “With solo artists, there are a few less variables to account for.”
What could the future of rock look like, then, with more solo artists are on the scene? Countless names have proved that going it alone is doable and profitable, and they may well be making themselves into the role models for the future generations of DIY bedroom rock stars.
It’s all too possible that an influx of these musicians may come as a positive byproduct of, well, the last year-and-a-half. Cassyette certainly thinks so: “People have been able to get really creative over the last two years because we’ve been locked in, not able to do anything,” she says. “Before lockdown, music was getting a little dry for my liking. Now there’s so many awesome people coming through and now I’m discovering new music all the time. I feel like I’m adding more to my playlist now than I ever have.”
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