From Earth With Blood

Bright Future and the Anti-Industry

Frank Midnite's decision to release his official debut album, From Earth With Blood on the December 21st apocalypse/re-awakening might seem a peculiarly ominous symbol for his small label. With no official backing from PR campaigns, touring contracts or industry bookers, Midnite's startup label Nite Thief Records seems to have the odds stacked against it -- competing on an international scale with millions of other bedroom Bright Futures. 

But connected community networks who curate the virtual unknowns are changing the game -- offering unsigned bands like Bright Future a chance at promotion, release parties and precious press attention based more on merit than the internet's anarchic hype. 

"What it comes down to is attention," he says. "People assume that hits equals talent and companies are less willing to take risks on you," says Midnite. "But I didn't go into music so I could do PR." 

Instead, the artist emailed promotional agencies directly with a sample of the album and waited for a response. The same day, he got replies from several independent agencies like Popgun Booking who wanted to give his lo-fi electronic pop music - fusing elements of hip hop, post punk and cinematic disco dance swells - a real chance. The need for a label middleman is shrinking as DIY artists find networks willing to foster them at a higher risk." 

PopGun is Brooklyn's community anti-label; promoting, booking and connecting fresh artists with fans via email newsletters and popular venues in the Williamsburg scene. Since its inception, the curation company has jump started the careers of hundreds of musicians with weekly showcases.

Thanks to independent booking, Midnite now has access to official industry parties, 20% of the night's take and connections to a huge fan base that got the likes of Twin Shadow, JD Samson and Lana Del Ray on top Billboard charts. 

"I reached out to PopGun because they have done a lot for local artists and all the shows they book are a part of the underground scene I'm a part of," he explains. 

"The biggest hurdle has been being able to compete with other artists in terms of exposure without sinking down to shameless self promotion. That's not the message I'm trying to send with my music," says Midnite. He says booking on his own through the community has allowed his music to reach fans without sacrificing that.

Bright Future is one of the anti- industry's new artists to watch. From Earth With Blood can be heard first on December 4th at Glasslands in South Williamsburg with Majical Cloudz and a promotional EP can be heard here. The album is officially out on cassette and digital download on December 21st, 2012.