Industry Insider: Talia Keys Shares Her Thoughts and Musings on the Modern Music Industry

Without artists like Talia Keys, there may not actually be a music industry. In the 80 or so years that there has been a popular music industry, it has taken the courage and resolve of artists like Keys to take a stand and lead the way. She released her latest album, From the Ashes, on April 4th. But instead of the generic streaming release, either coupled with or followed by a hard copy release, Keys tried something new. She utilized a “Buy Before You Stream” format, where the vinyl release came first on the 4th of April. This will be followed by the digital release on May 2nd. Keys has been a longtime advocate for social justice and the rights of artists. Releasing her record this way is a deeply personal artistic statement from an artist unafraid of bucking the trends. It is also a direct response to the growing crisis of sustainability for independent artists.

Keys spent about a year in total writing and recording From the Ashes. She worked closely with some longtime collaborators and funded the whole thing herself. She even self-funded the contributions of a string section. For much of her career, Keys has believed in artist independence. Consequently, she has taken the initiative of prioritizing merchandise over streaming to get by. Conducting her career this way has enabled her to remain a strong touring presence and survive on the road. From the Ashes is a bold statement from an artist who stands up not just for herself but for others.

For our latest Industry Insider, Talia Keys joins us to discuss artist development, technology, the changing nature of artistry, and more.

Do you think traditional artist development is a dying art, with labels more interested in viral potential than fostering long-term careers?

Talia Keys: “Yes, I think it is a dying art with major labels, but I think we are seeing indie labels like mine (Midtopia) who are actually nurturing, supporting and funding artists like myself. So the idea of finding a good band and developing them seems to be waning with the bigger labels, and absolutely viral artists seem to be the ones getting these bigger deals. I still don’t really see them being developed, though. I feel very lucky to be working with a label that cares.”

Is it still possible for an artist to develop naturally in today’s climate, or do social media algorithms and data-driven decisions force them to fit a mould too early?

“I think it depends on the artist. Nothing will replace open mics, jams, community, and local shows with multi-genre bills. There are ways to develop locally and grow from there. There will always be artists who try to make trending music or fit the mould, and there will always be artists who push the limits. I am proud to be of the latter. People get bored if everything looks the same, sounds the same and is a copycat sound. I believe real music lovers dig deeper than what’s forced upon them.”

What’s your advice to new artists considering whether to sign with a major label or stay independent?

“My advice is to get a music lawyer. Worth every penny, and there are affordable ones. Owning your masters if you can. I have never had a major deal, so I cannot say, but I am really happy with the indie label that I am working with. I feel seen, heard and completely supported. I also want to advise you to trust your gut. If you get a vibe that doesn’t work with you, pay attention. Too many artists want a fast rise, often sacrificing their power and ownership. If you write your own music, perform, and record it, own your masters!”

Talia Keys, photo by Cat Palmer

What’s one technological advancement you think artists should embrace to stay ahead of the curve?

“I think some form of social media is a great way to reach your fans. Find what works for you, where your audience is more active and invest time into that. I have been on it all, from Myspace to TikTok (not on either at this point), and I think with each there is a learning curve and a vulnerability. Choosing how to use it and what to share is tricky, but stay authentic. Real is real.”

Do you think there’s too much pressure on artists to be ‘content creators’ in addition to musicians?

“Absolutely. It has been a constant pain in the ass, trying to figure out how to reach your fans by breaking algorithms. I definitely spend more time on social media promoting than I do playing shows. I want that to change. I want to be creating songs and music videos, not trending reels. I think it’s healthy to have some social media content and also to take breaks.”

How do you manage to stay true to your artistic identity while still keeping up with the rapidly changing industry?

“I just cannot help but be myself. I do try to listen to new music and new albums to see what other artists that I love are doing. I also write what I care about. What is relevant to me. So that keeps my art connected to my heart. I am not good at pretending to be someone I am not, but I try to embody traits that feel authentic and maybe put me out of my comfort zone. We gotta change too, but also keep what’s good!”

Do you think streaming algorithms have helped or harmed the discoverability of new music?

“I think it helps for discovery, but I will say listening to my local community radio station, I have found way more bands that I love. Plus, there is nothing like an actual human DJ. Unfortunately, streaming platforms have been busted having fake playlists, AI music, and favouring only the biggest artists. Not to mention, only paying if your song reaches 1,000 plays. So, smaller artists just aren’t being discovered as much. Find a community radio station; most of them stream online. Real music, played by real DJs. That’s music discovery.”

How do you think the artist-fan relationship will evolve over the next few years as direct-to-fan models become more prevalent?

“I think the relationship will be strengthened even more. There is nothing like holding a piece of tangible music. Vinyl, with artwork, and liner notes and intended to be listened to in order and all the way through. That kind of listening only deepens one’s bond to the music. As a fan myself, I absolutely love listening as intended and letting the whole story be told. Artists need our fans and fans need art. We are really here for each other.”

Do you believe the rise of vinyl and other physical formats is a passing trend or a permanent shift in consumer behaviour?

“Vinyl is here to stay. Sound quality alone is unmatched, but there is nothing like dropping a needle on that record and hearing the warmth of the room come through those speakers. Collectors and new listeners alike, I am seeing an uptick in vinyl sales for sure. It is not a fad, nor was it ever.”

Do you think the music industry today prioritizes profit over artistic merit, and do you believe it’s stifling creativity in favour of commercial hits?

“Almost every industry prioritizes profit. Look at how capitalism is affecting all aspects of our lives. I think there will always be people who value money over integrity. Some play the game and some push against it. Great music is just that, Great. Sometimes it reaches the top, and sometimes it just reaches your community. Keep being yourself, and your art will be genuine. If you want to have commercial hits, there are definitely ways to be more creative about it. Look at Beyonce, Chappel Roan, Lizzo, Silk Sonic, Kendrick… every single album is extremely creative and huge! It can happen, just be and believe in yourself!”