Country-trap newcomer Breland went viral with his TikTok-fueled hit 'My Truck.' Now his label is betting big that the 24-year-old will turn a moment into a movement
Breland takes full advantage of social media in the age of information. When he was preparing to leave college, he hit up every music-industry contact he could get his hands on through Instagram posts, tweets, texts, emails, and cold calls. A response from Grammy winner Troy Taylor incited a mentorship, which led to the honing of songwriting skills that eventually landed credits on R&B songs for artists like YK Osiris.
“I want to be able to show them that I have a vision and that I’m a real artist – not just someone with a song on the Internet.” “He’s getting a lot of random DMs from great people,” Atlantic West Coast President Kevin Weaver says with a laugh. “Besides the fact that the music is so dope, he’s got such a cool energy and vibe. He’s so smart, so articulate, so well put together, has such a clear POV – these are all major reasons why I felt it was super important to be in business with him. It was 1,000 percent the whole package, and not just because the guy has a song that we all think is a hit.
Weaver wasn’t quite sure how that first meeting was going to go. “I was like, ‘Look, this record is very cool, but we’re not really in the business of chasing “research records” [current singles with strong statistical growth that might not lead to a long-term career and are at risk of becoming “one-hit wonders”]. We’re in the business of signing and developing artists,’” he says.
His ability to turn around demos that quickly is a testament to his mentor, Taylor. “Every record has to be a great record,” Breland says. “He would have me rewriting songs six or seven times to the same track without repeating any of the same concepts, melodies, or lyrics, and it was a maddening process … but it helped bring me up to the industry standard.”
Breland’s inner businessman has also been focused on putting together a team of specialists from both of the worlds he represents: urban and country. His plan from the beginning was to lock down two managers and two agents to collaborate together in the hopes of guaranteeing a career that goes past an explosive first impression.
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