The Color Blew is a band that prides itself on being a unit that represents depth and insight in a sea of over-produced, shallow, commercial music. We recently sat down with frontman and rhythm guitarist [not the drummer😉], Liaan Horton, who is also a board member of one of the leading radio stations in SA, to catch up on what the band has been up to since we last spoke and gain insight into thriving in the SA music industry.
2020 - 2023
A lot can happen in three years, the time that has lapsed since we last had The Color Blew on the show. We delved into whether anything has changed in terms of their approach to this music journey.
Liaan expresses, ‘I think the industry as a whole has changed massively in the last three years. We've tried to adapt and find a way. We’ve played a couple of shows, but it’s more about recording singles and releasing them at the moment.’
The Power Of Lyric Videos
The band’s recent success with the lyric video for Love In Space prompted us to explore the power of this visual medium and how effective it really is.
Liaan explains, ‘With camera technology, cellphones, and a bit of creativity, you can make videos easily. I remember when I started in bands at the age of 15/16, and it was R20 to R50k to make a video. When you release a single now, even more important than making the video, is to try and get the lyric video out quickly because it’s a visual product. They’re becoming more of a mashup between a lyric and music video and more DIY, making them cheaper and faster to produce. So, I think lyric videos are important.’
The Key To More Streams
As we delved into the realm of streaming platforms, Liaan shared valuable insights into the band's strategy for thriving on platforms like Spotify.
Liaan reveals, ‘You have to be a good citizen on whatever platform you release on. If you do the right things, such as having visualisers, a compelling story behind the music, captivating artwork, and a lyric video, and you do it correctly, then Spotify and the algorithm will reward you. I’ve seen the knock-on effect from that with our listenership growth, and I think that’s where bands have to look.’
Search Engine Optimisation
Search engine optimisation is said to be a great tool for being discovered. With platforms like Google and YouTube being widely popular, is SEO just as useful to musicians as it is to creatives like podcasters and those running businesses?
Liaan sheds light, ‘When we did Under Pressure, a tribute release, we focused on radio and had little emphasis on a digital release. It got good radio play and was on a few charts but didn't get many streams. However, when we released Love In Space and focused completely on a digital release strategy, it blew everything away. It’s not about just doing one thing, but it’s about doing your EPK and embracing your social media sites. Your social media pages are the go-to now, so having a digital presence and optimizing searches is extremely important.’
Conclusion
The Color Blew isn't just a musical ensemble; they are seasoned artists wielding a toolkit of industry insights. Liaan's role as a board member of a top South African radio station adds an extra layer of credibility to their journey. For those seeking to thrive in the music industry, The Color Blew's story is a testament to the power of adaptability, creativity, and a well-crafted digital presence.
For a deeper dive into their wisdom, tune into the full audio episode, where Liaan discusses topics ranging from the importance of working with a publicist to more behind-the-scenes insights. Happy listening!
