Their album, The Heist, was an amazing commercial success with millions of records sold and several hit singles. And yet, almost everything about the band is independent. They decided against signing with a label, despite offers, because they wanted to control their art and future.
This post looks back at the last year, their rise to fame, and some of the decisions that came with it. I really respect what they’ve done, musically and more. This bit was my favorite.
He said, “Basically, if you sign this deal there is a potential that you will turn into a super star. Your life will change drastically. And once that happens, there is no going back. If we don’t go this direction, there is a ceiling to your career. You can continue to play the same rooms you’ve been playing and have a strong run as an underground rapper. But taking it to the next level will not be attainable. I see positives and negatives to both sides, and will support you either way. What do you want to do”?
I knew immediately that this a decision that would alter my life forever. I knew that getting played on the radio would alienate a core group of fans; that I’d be labeled a sell-out, maybe even a “one hit wonder” if the song got big. But despite those risks, I knew at the core what I wanted.
My logic was simple. If “Thrift Shop” blew up, the floodgates would open. People beyond even the core group of supporters would learn about our music and buy the album. The masses would not only hear a song about saving money and bargain shopping, but would discover songs about marriage equality and homophobia, consumerism, addiction, sobriety, relapse. My story would be told. That is what mattered to me.