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James Blake Talks ‘Anarchistic’ Campaign Behind His First Single Since Going Indie

After leaving a 12-year major label deal, James Blake launches an "anarchistic" campaign around "Thrown Around" — the artist's first indie single.

Part of Blake’s new post-label experiment includes paying creative collaborators both upfront (where applicable) and in “points,” or a percentage of the master recording royalties, so that everyone is “incentivized to push the song and to win together,” he says. To pull it all off, Blake turned to Indify, a music company that lives by the slogan “artists are founders” and could benefit from raising capital for their releases similar to the way start-ups do. More importantly, it serves as proof that digital storytelling, lean budgets, equity incentives and the freedom to pick partners on a song-by-song basis can lead to creative and financial success in today’s market.

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