Image credit: Nicole Mago
Last month, New York artist VÉRITÉ released the first song are we done yet? of a new music era. Today, while on tour with FLETCHER, she releases ‘love you forever’ HERE: ‘love you forever’ was written on my couch fervently typing lyrics into my notes app and trying to fit words into sensible melodic phrases while crying. I didn’t record a voice memo or sit down at a piano, I just walked around for a few weeks sitting in the feeling, singing and arranging it in my brain until I brought the idea into the studio and spent the day bending the tempo of the song to push and pull to mimic the tension I felt in my own body. I love capturing something raw and not overproducing it, not hiding under sheen, but exposing the intricate inner workings to truly capture a feeling. It’s rare I write from my experience this literally, but I was heartbroken and angry and felt torn between knowing the end of something is the correct thing and not wanting to let it go, a theme you’ll become very familiar with as you listen to the entire record.”
For the launch of VÉRITÉ‘s new era, she has chosen to partner with Venice Music – the innovative music & tech company founded by Troy Carter and Suzy Ryoo. Venice offers tools, services and support on par with those of major labels while still empowering artists to maintain ownership and creative autonomy of their work. VÉRITÉ has been a beacon for independent artists in the industry for a long time, so the partnership was a dream come true for both parties.
Already known for presenting her art uniquely, in her own way, she launched this era with an exciting VÉRITÉ Crewneck merch drop, first revealed to her top Spotify fans last month and now available everywhere at veriteofficial.com. The people who purchased the VÉRITÉ Crewneck, using NFC technology created by IYK*, get exclusive behind-the-scenes access to the song’s creation once their garment arrives as well as future early access to new music, visuals and experiences. To verify your garment’s ownership on the blockchain, you can claim a digital proxy of your item–an NFT that acts as your certificate of authentication.
This year VÉRITÉ has released a collaborative song LAUGH IT OFF with Pussy Riot and LATASHÁ and she is in the middle of the 15-date North American tour with FLETCHER.
VÉRITÉ live on tour w/ FLETCHER:
Mon 10.24 – Philadelphia, PA @ Theatre of Living Arts
Thu 10.27 – Toronto, CAN @ History
Sat 10.29 – Montreal, CAN @ MTELUS
Sun 10.30 – New York, NY @ Hammerstein Ballroom
Mon 10.31 – New York, NY @ Hammerstein Ballroom
VÉRITÉ is an independent career artist exploring how to create and build outside the traditional structures of the music industry. A prolific and “spellbinding” (NPR) songwriter, executive producer and performer, she independently produced albums, EPs and singles that have garnered 350M+ streams across all platforms with 1M+ monthly listeners. Her mission to maintain autonomy and creative freedom in the age of TikTok and algorithmically-gated listening experiences has led to her experimentation with emerging technology to build better, more sustainable business models for herself and other independent artists. From being the first to sell a percentage of master royalties to fans in web3 to being the first artist to integrate NFC technology into her merchandise, VÉRITÉ has always been at the forefront of innovation bridging art, technology and fan experiences.
Music distribution no longer needs to be a commodity. Artists and labels aren’t only looking to get their music from A to B; they want to simplify their workflow and their records to succeed. They want passionate, highly effective and caring members on their teams who understand their craft and their story. Venice was the brainchild of music execs who found distribution platforms unnecessarily complicated and their artist and label services unhelpful in driving success. Our answer is an elegantly designed and intuitive interface that enables artists and labels to distribute music, manage their business, and track splits & payments while offering a curated, white-glove approach to premium services across marketing, creative, a&r, digital and streaming.