Halsey’s label indulges in releasing new songs — with no “fake” viral marketing

Halsey’s new music is finally being shared with the world — with or without a viral TikTok moment.

The 27-year-old singer took to social media last week and claimed his record label, Capitol Music Group, wouldn’t let them release new music unless there’s a “fake viral moment.”

Capitol Music tweeted in support of Halsey, saying they will be releasing their new single “So Good” next week.

“@halsey we love you and are here to support you. We are committed to the release of ‘So Good’ on June 9, 2022,” says Capitol wrote.

The label shared a written statement with the tweet, which read, “We are an artists’ company that encourages open dialogue. We have nothing but a desire to help each of our artists succeed, and we hope to continue these critical conversations.”

Halsey celebrated on social media, tweet“I wasn’t expecting so many conversations about this record, all I know is I wanted you guys to hear it and now you can. So good, song on June 9th and video the next day.”

They also joked on Instagram, “If you have the internet, you’ve probably heard that I’ve been trying to get this song out for a long time.”

Talk of releasing the new song increased as Halsey inadvertently gave Capitol a true viral moment when her TikTok blew up over her desire to release the song.

“Basically, I have a song that I love that I want to release ASAP, but my record label won’t let me,” Halsey wrote on TikTok.

“I’ve been in this industry for eight years and have sold over 165 million records and my record label says I can’t release them [the song] unless they can fake a viral moment on TikTok.”

The singer added Twitter: “It’s not about doing the tiktoks, I’m already doing tiktoks! They say if they don’t meet an imaginary target in terms of views or virality they don’t give me a release date at all.

“Everything is marketing,” they added on TikTok.

Halsey shared a follow-up video that appeared to be the tone of a conversation about the dilemma.

The voice on the line is heard explaining how the singer could release the song if he was “OK” with it.

“I just hate this,” Halsey replied, to which the man responded, “Oh, I know — I hate it.”

Halsey wrote on TikTok that labels are “doing this to every artist these days.”

Halsey performs during the Bud Light Super Bowl Music Festival at Crypto.com Arena on February 10, 2022 in Los Angeles, California.
Halsey joked, “If you’ve got the internet, you’ve probably heard that I’ve been trying to release this song for a long time.”
Kevin Winter/Getty Images for Bud Light

Several other musicians have spoken out about their labels’ pressure to create viral TikTok moments.

Charli XCX posted a TikTok in October joking about her label and asking them to “do my 8th Tiktok of the week.”

Florence Welch of Florence and the Machine posted a video of her singing a cappella with the caption, “The label asks me for ‘low-fi tik-toks,’ so go ahead. Please send help.”

Halsey attends the 64th Annual GRAMMY Awards at MGM Grand Garden Arena on April 3, 2022 in Las Vegas, Nevada.
Halsey attends the 64th Annual Grammy Awards at MGM Grand Garden Arena on April 3, 2022 in Las Vegas, Nevada.
Axelle/Bauer-Griffin/FilmMagic

Ed Sheeran filmed himself eating chips out of a bag and mockingly wrote of the video: “When you’re supposed to be doing promos for your song but really just want a snack and decide eating a snack can be promo for you song because everyone loves snacks.”

in one since deleted Video artist FKA Twigs wrote in a caption: “It’s true that all record labels are asking for TikToks and I was told today that I’m not trying hard enough.”

Adele told Apple Music’s Zane Lowe in an interview published in November that “the conversation about TikTok” came up a lot while she was recording her latest album, 30. The 34-year-old singer said that if everyone made music for TikTok, “Who makes the music for my generation?”

https://nypost.com/2022/05/31/halseys-label-gives-in-to-new-song-release-without-fake-viral-marketing/ Halsey’s label indulges in releasing new songs — with no “fake” viral marketing

Emma Bowman

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