music news Bree Runway goes independent

[Cbreezy]

This is a tough one. 

 

On the one hand, this is a) expected and b) so overdue. I sense EMI has been invested at times, but there's been no above-and-beyond effort to make her happen. The tell-tale signs are lack a of playlisting on streaming and radio. Two remits that are exclusively the label's territory and not management. There's been no measured push to have her on the live promo run, festival circuit, or as a feature on other artists on the wider label roster. Again, the tell-tell signs of not getting the muscle the label should be leveraging to make her...happen. Then there was that slap-dash Khalid collab, which felt like some kind of last-ditch effort/compromise on both sides (Bree and the label). 

 

That said...

 

Bree is a slightly complicated case. Best thing I can compare it to is an early-era Gaga. The vision is big...and as a result expensive...and also probably beyond the confines of what a typical suit at a label would be able to comprehend or box into the "category" that "works". In being a true artist (in all regards), it would not be surprising if Bree herself has also been particular about the things she will and won't do. Which, in one regard may not help her case in a rigid system, but is also the ultimate right play because...

 

Another aspect that can't be neglected (and I'm glad she went there) is...race. As a dark-skinned Black woman, the UK industry has made clear again and again that they just don't have the unique infrastructure needed nor the willingness to build one that facilitates the success of Black women in a way their US counterparts enjoy (by comparison).

 

If we live in a world where light-skinned POC's likes of Raye, Mahalia, and even on a bigger tip Leigh-Anne Pinnock can't get their fair shake in the UK, Bree didn't really stand a chance unfortunately. And that's before we even get to Alexandra Burke and the countless others before and after. These girls cannot simply do what a Dua Lipa (for example) does to succeed. There are cultural considerations, a different target audience, and a degree of authenticity that POCs almost have to adhere to to be both accepted by their own and received by a wider audience. It's not as easy as releasing a bop or hopping on a random feature.

 

It will eternally jar me that the UK does this because they DON'T do this with Black/POC guys doing a very specific type of Rap. The main chart is literally dominated by Central Cee, Dave, Stormzy, Fredo, etc. It's like the suits have "decided" that this is what will be pushed (for arguably problematic reasons that probably aren't most helpful to go into atm). I'm happy for those artists, but the lack of love shown to Black women industrially...not just in R&B/Pop...but rap too (Stefflon Don, Ms. Banks, Lady Leshurr) is alarming and almost feels deliberate. UK talent and the scene there at large would be thriving so much more if there wasn't such a linear take on what successful Black talent presents as.

 

Such is the lack of foundation to spring from for Black female talent in the UK that when a group like Flo comes along and IS getting pushed to the high heavens nothing comes from it commercially because there is no viable female R&B scene (or any true R&B scene tbh) that has been cultivated there.

 

As for Bree, given how widespread the issue is in the UK, her best bet IMO would be trying to get signed in the US or at least station herself there in general. I think some kind of major label deal is a must given the enormity of her vision. I respectfully don't want a Dawn Richard edit for her (forever the indie darling, but never has the budget to truly execute on the scale we know she can if backed). Bree ought to reverse engineer her success narrative in the UK by becoming big elsewhere and crossing over that way. Ala Estelle. Sad that some 15 years post-American Boy another talented Black woman may have to venture away from home to be appreciated...at home. Make it make sense.

Edited July 3, 2023 by Cbreezy

[Bicassie]

happy to see that EMI finally dropped her 

she will finally have full creative control back

 

it’s time to fully embrace her niche 

kim petras is next hopefully

 

good music >>>>> commercial success 

[robattack332]

29 minutes ago, dangerousalex said:

 

right like this type of starpower isn't something you just find on the street. she's got IT. 

She already been THAT GIRL. For real though, she has what it takes. TAB(s)oon

[Gyal]

hopefully a good song follows, because it’s been baaaad 

Edited July 3, 2023 by Gyal

[theweekend]

well, it's over 

[Abracadabra]

Hopefully she can have her Raye moment and unleash her full potential on us  2000AND4EVA was such a good EP

[Theshigo Washidu]

6 hours ago, Cbreezy said:

This is a tough one. 

 

On the one hand, this is a) expected and b) so overdue. I sense EMI has been invested at times, but there's been no above-and-beyond effort to make her happen. The tell-tale signs are lack a of playlisting on streaming and radio. Two remits that are exclusively the label's territory and not management. There's been no measured push to have her on the live promo run, festival circuit, or as a feature on other artists on the wider label roster. Again, the tell-tell signs of not getting the muscle the label should be leveraging to make her...happen. Then there was that slap-dash Khalid collab, which felt like some kind of last-ditch effort/compromise on both sides (Bree and the label). 

 

That said...

 

Bree is a slightly complicated case. Best thing I can compare it to is an early-era Gaga. The vision is big...and as a result expensive...and also probably beyond the confines of what a typical suit at a label would be able to comprehend or box into the "category" that "works". In being a true artist (in all regards), it would not be surprising if Bree herself has also been particular about the things she will and won't do. Which, in one regard may not help her case in a rigid system, but is also the ultimate right play because...

 

Another aspect that can't be neglected (and I'm glad she went there) is...race. As a dark-skinned Black woman, the UK industry has made clear again and again that they just don't have the unique infrastructure needed nor the willingness to build one that facilitates the success of Black women in a way their US counterparts enjoy (by comparison).

 

If we live in a world where light-skinned POC's likes of Raye, Mahalia, and even on a bigger tip Leigh-Anne Pinnock can't get their fair shake in the UK, Bree didn't really stand a chance unfortunately. And that's before we even get to Alexandra Burke and the countless others before and after. These girls cannot simply do what a Dua Lipa (for example) does to succeed. There are cultural considerations, a different target audience, and a degree of authenticity that POCs almost have to adhere to to be both accepted by their own and received by a wider audience. It's not as easy as releasing a bop or hopping on a random feature.

 

It will eternally jar me that the UK does this because they DON'T do this with Black/POC guys doing a very specific type of Rap. The main chart is literally dominated by Central Cee, Dave, Stormzy, Fredo, etc. It's like the suits have "decided" that this is what will be pushed (for arguably problematic reasons that probably aren't most helpful to go into atm). I'm happy for those artists, but the lack of love shown to Black women industrially...not just in R&B/Pop...but rap too (Stefflon Don, Ms. Banks, Lady Leshurr) is alarming and almost feels deliberate. UK talent and the scene there at large would be thriving so much more if there wasn't such a linear take on what successful Black talent presents as.

 

Such is the lack of foundation to spring from for Black female talent in the UK that when a group like Flo comes along and IS getting pushed to the high heavens nothing comes from it commercially because there is no viable female R&B scene (or any true R&B scene tbh) that has been cultivated there.

 

As for Bree, given how widespread the issue is in the UK, her best bet IMO would be trying to get signed in the US or at least station herself there in general. I think some kind of major label deal is a must given the enormity of her vision. I respectfully don't want a Dawn Richard edit for her (forever the indie darling, but never has the budget to truly execute on the scale we know she can if backed). Bree ought to reverse engineer her success narrative in the UK by becoming big elsewhere and crossing over that way. Ala Estelle. Sad that some 15 years post-American Boy another talented Black woman may have to venture away from home to be appreciated...at home. Make it make sense.

 

 

Excellent post, you hit the nail on the head about her situation.

 

The US would definitely be more receptive to her type of music and branding, even if it's not on a big, mainstream scale.

[kandicha]

well

 

let's see what she can achieve independently, i still believe in her vision 

[Otter]

14 hours ago, KatyPrismSpirit said:

yeah i dont see it happening for her sadly. she been trying it since like what? 2017? Brooke Candy days? 

 

her label probably dropped her as there isnt really a way to market her. what message does she want to convey outside of being a azealia banks and lady gaga love child…

It's already been happening...

That EP with brook Candy has like 40m streams.

 

Just like 90%  of successful artists, she needs a label that has moderate expectations versus one who is trying to make her the next chart smasher. She sits next to the Kelela's/Caroline polachek/Rina's  etc.

[KatyPrismSpirit]

1 minute ago, Otter said:

It's already been happening...

That EP with brook Candy has like 40m streams.

 

Just like 90%  of successful artists, she needs a label that has moderate expectations versus one who is trying to make her the next chart smasher. She sits next to the Kelela's/Caroline polachek/Rina's  etc.

Those artists have definitely made much more of a name for themselves than Bree did tho. Rina and Caroline especially have pretty niche fanbases. They are able to tour all sorts of places in the world and their albums have hundreds of millions of streams. On top of that, they made a name for themselves in the music industry by prioritizing the image of getting rave reviews, which helped establish their fanbases. Bree's music doesn't have that same The Guardian or Pitchfork recognition.

[JoeAg]

I thought she already was oops...?

 

anyway, good move and I'm excited to continue following her musical career cause she has SO much potential and has already given us a lot of bops 

[Otter]

3 hours ago, KatyPrismSpirit said:

Those artists have definitely made much more of a name for themselves than Bree did tho. Rina and Caroline especially have pretty niche fanbases. They are able to tour all sorts of places in the world and their albums have hundreds of millions of streams. On top of that, they made a name for themselves in the music industry by prioritizing the image of getting rave reviews, which helped establish their fanbases. Bree's music doesn't have that same The Guardian or Pitchfork recognition.

They actually have debut LPs, Bree only has EPs which is part of the point. She has a core base which gets all her singles to a couple mill (faster than Kelela's recent efforts for example). Her stats are exactly where you would want for an artist of her caliber pre-album but she just needs the freedom to deliver that LP and certify that audience, instead the label are looking for crossover. Caroline is a perfect comparison because she isn't doing massive numbers (besides So Hot) but she has a core base she was able to establish through the LP release and branding.

 

Bree's sound and image are very much in the Black Queer London space, the recent releases were missing that bigger than life 2k/pop RnB sound but that was def the record label trying to push for crossovers with Stormzy/Khalid. She can book gigs and has even done US dates but that certainly wasn't the labels focus thus far. They were buying her promo spots on commercials, trying to establish her as the next big British star and honestly she just needs to grow organically

 

In short, Bree is already on the scene with a fan base and she's doing streaming numbers on par with her peers. She just needs to deliver an album that can certify her status 

[Alex]

yes whenever you think of the alternative flop girlies with a cult fanbase (your Rina Sawayama's, Caroline Polachek's) they all gained that fanbase and platform through the release of an album. Something that Bree has yet to been able to put out. Had she had the opportunity back in 2021 when her debut was supposed to drop, I can assure you she would've picked up more fans than where she is right now. It's going to be a journey for her but with the right project, she can easily reclaim the spot she was destined for after 2000AND4EVA.

[Kirby Kirbs]

That Khalid collab must’ve been the last straw for her 

 

Excited for her future releases

[Alex]

 

good for her on still wanting to get the original, best version of HOT HOT back on streaming (how has this not been resolved yet) and she walked away with her songs!