Talia Keys knows the importance of artist support -- especially in a day and age that threatens their very livelihood more than ever.
The Salt Lake City songwriter is set to release her latest album, From the Ashes, on vinyl April 19th, and digitally May 30th. With the release, Keys is promoting the Buy Before You Stream initiative, which aims to help musicians retain ownership of their work as well as ensure they're able to earn a livable wage. She is the first indie artist who will be releasing an album under the platform.
The concept of Buy Before Your Stream isn't entirely new, as artists have always had the option to delay their digital releases. However, the monetary backing on delaying digital releases has never been financially supportive. With Buy Before You Stream, that is typically not the case. The initiative's chief purpose is to ultimately get more money in the artist's pocket for their music. They offer incentives like 0% micro-loans for vinyl production and collaborate with independent record stores to increase direct-to-fan sales.
Keys has always been an outspoken and pioneering musician, and with her new album, she is seeing a change in her voice, "from anger and protest, to gratitude and resilience." Her new path starts with this trailblazing initiative to support independent artists.
We got to chat with Keys to learn more about Buy Before You Stream, her new album, and much more.
So what made you want to become a part of the Buy Before You Stream initiative?
I knew from the moment my label Midtopia approached me with this concept that I was going to be all in! I have been self-releasing music since the days of CDs and witnessed the fall of physical music sales as well. The amount of money I have made off of streaming has yet to total the amount I have made from CD's and vinyl.
Personally, I have always collected albums, t-shirts and merch, some of which are my most prized possessions, so for me it was a no brainer to do Buy Before You Stream. Encouraging our fans to support the artists directly for their recorded music. Albums are not cheap to make, and this whole not being paid from streaming platforms has devalued our art. This way, we get to put value back into our creations and the fan is the reason why, further strengthening the bond.
What's the ultimate goal of it and how can people support its growth?
The ultimate goal is to support the artist, engage the fans and support local record stores and community radio stations. Streams alone don't pay the bills. Merchandise and vinyl sales do. With Buy Before You Stream, we're taking that truth and turning it into a model artists can actually rely on. We just need the fans to visit the merch tables, go to our websites and engage on social media. If you dig what we are doing, tell a friend! Word of mouth and personal recommendations go a long way.
We hope more artists take note and start valuing their albums more too. In many ways, I feel like it's now or never: we need to start believing in the value of our art. Music seems intangible, but in many ways it exists everywhere in our lives. The soundtracks to our stories, soundscapes to our days, and inspiration to keep dreaming.
Speaking of your new album, From The Ashes, are there any common or recurring themes or threads throughout it? A primary influence perhaps?
Yes, it is a story that begins with loss, loneliness, uncertainty and transforms into finding our people, keep dreaming and keep shining. I arranged the album to have a story and arc. Letting the listener interpret how each song makes them feel. I think sadness is a real emotion right now and it is apparent in this record with songs about self-harm, feeling othered, losing friends and it also comes back around with feelings of hope and love. I have been influenced by the events around me, the sounds I have been digging and the people in my life. Each record has been a chapter to my existence.
What was the recording process like? Any particular hurdles or difficulties to overcome?
This album was made over the span of a year but roughly 15 days of recording, tracking overdubs, mixing, more mixing and mastering. Not to mention the hours spent listening to mixes. The only difficulties were getting the funding. If we had more help with funding the album could have been done in a couple of weeks/months, but we had to spread it out to afford it financially.
We record our basic parts live as a band, and then add all the goodies with overdubs. This album has a string section, myself on guitar and vocals, back up singer, drummer, bass, keys and my engineer tracked guitar on some of it. A lot of humans go into making this record and that all adds up as well. Day rates, charts, snacks, drinks and if you're lucky a videographer to capture the process. Having fans invest early on and commit to buying the content when it comes out is everything! Not to mention Midtopia is giving us 0% microloans for printing and production, paying for another extremely expensive part about releasing physical music. I feel very fortunate to work with them.
Do you find determining the order of songs on the album to be a challenge, and how important is that to you?
I did not find it a challenge to pick the order. I start to think of how they fit in the story and then listen to them in different orders. If I feel like one isn't flowing into the other, I will move them around until it feels the best flow, sonically and content wise. I also want the listener to be left with an uplifting and hopeful feeling. I usually start with which song should be first and which should be last. This one had to end with my song "Glowin' Golden", a feel good gospel-country stomp about not giving up and shining bright!
Is there a song on the album that was the most difficult to write/record for one reason or another?
Yes, our first single "Matchstick," was written for my late friend, disabled rights activist Psarah Johnson. Psarah was a stunning human being who's message and activism will be felt for years to come. I am disabled myself being type one diabetic as well as other immunocompromised diseases. My disability has affected my entire life. Psarah is the one to make me aware that it was even a disability. She gave me the strength to admit when all my matches are burnt and the courage to speak about my experiences more. Self-care aware and a reminder to keep burning bright. I cried while tracking the song, almost through the entire process. I wrote it the night I found out she left this world. It is very powerful and personal to me and the community that knew her.
What has been your favorite/the most rewarding part of making this album?
I always think when you get to the finish line and hear the tracks completed and in order it is the best feeling ever. It is so awesome to know that your ideas have come together with the help of other talented and amazing humans. Hearing the nuances and different melodies, textures and rhythms. It is very rewarding to know that you made that out of ideas and dreams.
What are one or two pinnacle moments for you as an artist?
Touring in 2023 with Lukas Nelson and Promise of the Real. We did 20+ shows with them across the US and it was a life-changing and encouraging experience. Every night we were watching consummate professionals mesmerize the audience, engage their fans and push their crafts to another level. We met the best in the biz and they kept having us back. From the snow capped mountains of the mountain west, to the beautiful sunsets in the Midwest and to the gorgeous oceans and forests of the south. It was one of our greatest experiences in life. I feel so thankful to them and the whole team really. I wrote my song "Glowin Golden" after that experience!
What are your plans post-album release?
We are bringing these songs and vinyls to a venue near you! We will be really focusing on this record for the next year and want to let it breathe. We have some really fun music videos planned, shows and experiences! As always more music will come after that! Stay tuned!
Photo by Jesse Justice
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