The Jezabels Model DIY Success
The Jezabels are an Australian rock band that just won the prestigious Australian Music Prize for their debut album Prisoner, which they released independently. Beating competitors like Gotye, Boy and Bear and Adalita, they are described as unsigned though they seem to have signed themselves. With ambitions that are expanding internationally, The Jezabels offer one model for DIY success.
The Jezabels have won numerous Australian awards this year and are performing in Austrlian venues that hold up to 5000. They also recently wrapped up a successful North American van tour and are booked to play Lollapalooza. Pretty good for "an unsigned band who produced their records themselves."
The Jezabels – City Girl
The Jezabels have grown without commercial radio support but with the support of Triple J, a "government-funded alternative radio station supporting local music," and with live shows:
"We came down to Melbourne once and did a show and sold 75 tickets. That showed us that you can keep playing live and build an audience. It’s a hard road but it’s definitely worth it in the end. Also, in Australia, triple j’s support can’t be denied. They’ve been so supportive of us. It’s almost like we have commercial radio support because triple j are so powerful."
The Jezabels' experience is teaching them that they "don't need a major label":
"It’s a different world. In Australia, we don’t need a major label; overseas, we’ve got independent labels in each region. We haven’t had radio support overseas either, but we’re still able to sell tickets in each city. It feels good because you’re more empowered."
Danny MacAskill – Way Back Home
The Jezabels' music also appeared in a BMX video along with that of Loch Lomond:
"We got on a YouTube video behind a guy who’s a really good BMX rider called Danny MacAskill. He approached us, we didn’t know who he was. It was a Red Bull-backed and it we got a small amount of money for it, which was awesome. But then the first day it had 400,000 views, but now it’s had 20-million. Off the back of that we could do 300-capacity rooms all throughout Europe – and that’s just from a YouTube video."
Since then they've had music placed in an Under Armour commercial and as background music for Foxtel.
Lead singer Hayley Mary advocates licensing music for commercials:
"Hayley Mary, said that being played on an advertisement is 'essential' if you want to earn money in a band…'It's really difficult to reconcile with a musician's stance. [But] it's about exposure and radio is less important these days.' "
"And there is always the risk of being accused of 'selling out' when music is tied to the corporate world. 'But those people don't understand the reality of being a musician,' Mary said."
The Jezabels: Prisoner
Hypebot Senior Contributor Clyde Smith blogs about business at Flux Research: Business Changes and about dance at All World Dance: News. To suggest topics for Hypebot, contact: clyde(at)fluxresearch(dot)com.
Interesting article. There is definitely not one definitive way to success, and definitely no template for indie bands to follow these days. Me and my Canadian music blog colleague knew about the Jezabels from their three EPs that preceded the release of Prisoner. When contacted by their North American press reps to showcase a video, we spun that into an email interview (http://www.petehatesmusic.com/2011/11/22/interview-with-the-jezabels/) and a press pass to review their show. Everyone wins, right? Music blogs aren’t dead yet!
Nice one Clyde. I appreciate this type of reporting. I micro-licensed a few tracks via Rumblefish to Redbull for some skate/bmx videos with hundreds of thousands of hits but the income has been less than impressive. Anyway, always nice to see a DIY band breaking through hard work and perseverance.
Music blogs will never die!
Yeah, it seems like those kinds of service aren’t really designed to make you that much. Clearly they saw it more as a pr opp.
But I did see this as “DIY band breaking through hard work and perseverance.” Nothing flashy. Some nice moves along the way but mostly just solidly building locally/nationally then internationally.
If they do ever decide a label is needed, they’ll be in a good bargaining spot.
Great Article Clyde!
Fellow Aussies The Jezabels are incredibly proficient in Australia and it is a surprise to me to hear of the success they are receiving overseas.
I think they’re still pretty small here. They talk about the U.S. now feeling like Australia a few years back when they were playing small clubs.
But they are a great example of putting the pieces in place that should lead to success here.
At the end of the day IMHO the difference between a major and an indie artists is guaranteed distribution by the former. As well no matter the pathway to making the music there is still the need to have it distributed. So the real question comes down to….Got Distribution? Either you do or don’t.