Independent firebrand Talia Keys has never been one to follow the crowd—and with the release of her new album From The Ashes, she’s lighting a new path for indie musicians everywhere. As the first artist to release music through the Buy Before You Stream initiative, Keys is doubling down on a message she’s championed for years: artists deserve to be paid fairly for their work.
Out now exclusively on vinyl, From The Ashes is a rallying cry for fans to value music as art, not background noise. In this Q&A, Talia opens up about self-funding the record, honoring the legacy of disability rights advocate Psarah Johnson, and how she hopes to spark a more sustainable future for independent artists.
Grateful Web: Your new album, From The Ashes, is the very first release under the Buy Before You Stream initiative. What inspired you to be the artist who stepped out front and championed this cause?
Talia Keys: I knew from the moment my label Midtopia approached me with this concept that I was going to be all in! I have been self releasing music since the days of CD’s and witnessed the fall of physical music sales as well. The amount of money I have made off of streaming has yet to total the amount I have made from CD’s and Vinyl. Personally, I have always collected albums, t-shirts and merch, some of which are my most prized possessions, so for me it was a no brainer to do Buy Before You Stream. Encouraging our fans to support the artists directly for their recorded music. Albums are not cheap to make and this whole not being paid from streaming platforms, has devalued our art. This way we get to put value back into our creations and the fan is the reason why, further strengthening the bond!
GW: You’ve long been outspoken about artists’ rights and economic fairness in the music industry. How does your advocacy align with Buy Before You Stream’s mission?
Talia Keys: As a female queer artist I have seen other artists with less draw get paid more, I have seen disparity in promo and even a space for us to belong. We should absolutely be paid for our work and that certainly includes the hundreds if not thousands of hours spent in the studio. Music isn’t just background noise, it is the soundtrack to our lives. We should cherish when artists drop new records and support any way we can. We need to pass legislation to pay fair for streaming but until then these grassroots efforts get us closer to the goal. Buy Before You stream is the perfect way to start making real change.
GW: Can you walk us through the process of creating and self-funding this album, and why it underscores the need for initiatives like Buy Before You Stream?
Talia Keys: This album was made over the span of a year but roughly 15 days of recording, tracking over dubs, mixing, more mixing and mastering. Not to mention the hours spent listening to mixes. If we had more help with funding the album could have been done in a couple of weeks/months, but we had to spread it out to afford it financially. We record our basic parts live as a band and then add all the goodies with overdubs. This album has a string section, myself on guitar and vocals, back up singer, drummer, bass, keys and my engineer tracked guitar on some of it. A lot of humans go into making this record and that all adds up as well. Day rates, charts, snacks, drinks and if you're lucky a videographer to capture the process. Having fans invest early on and commit to buying the album when it comes out is everything! Not to mention Midtopia is giving us 0% microloans for printing and production to cover the other extremely expensive part about releasing physical music. I feel very fortunate to work with them.
GW: The lead single “Matchstick” honors your late friend Psarah Johnson and her Matchstick Theory about rationing energy. How does this metaphor relate to the challenges independent musicians face today?
Talia Keys: The song is specifically about rationing energy when disabled, which I am. Psarahs message can resonate with everyone though. We only have so many matches to burn each day. Sometimes they don’t come back. Sometimes you are left with nothing. Letting yourself burn bright can be exhausting and also worth it. Shine on and keep going, while also recognizing when you need a break. She fought so hard for disabled rights and her work has forever changed the world. I want indie musicians to realize they can do it, they can be the change and make the difference. It only takes one person in one community.
GW: Why do you believe physical formats like vinyl can provide a sustainable lifeline for independent artists in an industry dominated by streaming?
Talia Keys: I think fans get it, they want that tangible form of art and music. The act of listening to a whole record in order. The act of flipping it over and dropping the needle onto the wax. The warmth of the room sound coming through the speakers. There is nothing like it. We will always have streaming and it is very convenient, but do we always want fast food? Nah, sometimes we want a slow cooked, made with love hot meal we can share with our friends and family. Albums and tours have always been funded by t-shirts, records and hats. It really does put gas in the tank and a roof over our heads. And hopefully we can make enough to keep recording.
GW: How do you envision Buy Before You Stream reshaping the relationship between artists, fans, and local music communities?
Talia Keys: I can only see it becoming more popular among indie artists. It is a way to offer the music first to those that get it and those that value the art, and then streaming comes out about a month later. I think people will get to know the music more and not just throw it on in the background. It also helps local record shops, setting up in-store signings and performances. Often the fans buy more than what they came in for. The music communities thrive when we all support each other. This is yet another way to do that.
GW: Buy Before You Stream isn’t necessarily anti-streaming, but rather pro-artist empowerment. How would you explain that distinction to fans who might be hearing about this concept for the first time?
Talia Keys: Streaming is necessary these days. It is a great way to check out new music if you know how to dig for it. Unfortunately they are relying too much on algorithms and AI playlists. It serves its purpose but it has become predatory to smaller artists. When you find an artist you love, buying the album directly from them says “ I want to see you succeed and feel supported!” It is exactly pro-artist empowerment. The feeling of that interaction lasts much longer than a stat on a screen. One 7” vinyl that is $10 is worth 3,500-5,000 streams.
GW: Looking ahead five years, what kind of impact do you hope Buy Before You Stream will have made on the broader music industry, and how do you see yourself contributing to that vision?
Talia Keys: I hope this becomes a regular thing. Artists feeling empowered to ask for what we are worth. The creativity with releasing whole albums, the packages with exclusive merch, I also think things being released only as physical copies making it even more collectible. I also hope to see some legislation passed in favor of fair pay and wages from streaming services. There should be no reason why AI artists and music make way more than the real humans they are stealing from. I hope this album and journey inspires artists to do the same. Feel free to reach out on socials, my label Midtopia loves spreading the good word and helpful info to stay sustained in these wild times. Knowledge is power!
Learn more about Buy Before You Stream here—and discover how you can help rewrite the rules of music ownership and empower the artists who inspire you.
Talia Keys Online:
https://www.taliakeys.com/
https://www.facebook.com/TaliaKeysMusic
https://www.instagram.com/taliakeys
