3 under 30k - Pt. 1
A new series is born!
I’ve been wracking my brain for a while now on how to package new artist discoveries on my Substack. I wanted it to be straightforward, without falling into the trap of clichés like “hottest new gems” or something like that. Ugh. I also wanted to avoid making commitments I might not keep, like “Weekly Discoveries.” I mean, I’m responsible, but not that responsible. I’m just not able to stick to a strict writing schedule like that just yet.
So I landed on 3 under 30k: 3 artists who, at the time of writing, each have fewer than 30,000 monthly listeners on Spotify. For me, using monthly listeners as a metric feels both familiar and accessible. It’s a nice middle ground since Spotify is the biggest streaming platform. 30k is a good threshold that allows me to showcase a wide spectrum of lesser-known artists that deserve more attention. And three artists seem like a digestible number, right? But the best thing: I can write these whenever I want, ha! No empty promises about how frequently they will hit your inbox. I like to keep some mystery this way, too. Will 3 under 30k be published once a week? Twice a month? Once a year? WHO KNOWS! It’ll definitely be more than once a year, though. And hopefully, in time, I'll be able to establish a schedule that lets me publish this series either twice a month or even weekly with more continuity. (Because, truthfully, I love the predictability of series, too.)
1 – Kiah Victoria
R&B/Soul | 26,000 monthly listeners
Kiah Vicotria is prepping for her debut album, “And Then We Wept,” and I couldn’t be more excited. Billie Eilish and Jhené Aiko are already fans, so why aren’t you? Kiah’s music feels like a personal retreat where you can unwind with not a single worry in the world. Listen to my personal favorite and her most recent track, “WHAT IF IT WAS EASY'?” and check out her beautiful music video for “Edges.”
2 – Jess Cornelius
Indie/Alt | 4,150 monthly listeners
Originally from Aotearoa, Jess Cornelius made Los Angeles her permanent home in 2016. In her new album, CARE/TAKING, she processes the past few years: Adjusting to life in LA, the end of a relationship, and what it means to be a mother. And she does it beautifully: And this, this is for my girl / It’s about her daddy / He is a good man I loved him all I can / But love is a strange thing / For you it’s never waning / You are the big light. I have no idea how I discovered her music, but I am so glad I did. Three songs from CARE/TAKING are already available to stream, and she is playing a few live shows on the US West Coast and in Canada.
Streaming | Bandcamp | IG | YouTube
3 – The Joy Hotel
Indie/Alt | 1,400 monthly listeners
Is this the coolest band you’ve never heard of? Quite possibly! I mean, just look at them. The seven-piece Indie band from Glasgow has already played big festivals like The Great Escape even before releasing their first single. I predict The Joy Hotel will be written on many more festival posters very soon. Their debut album, “Ceremony,” is out on July 19th. (To The Joy Hotel, if you’re reading this, please play a gig in LA soon!)
Love the idea. I will be tuning in!
i cannot tell you how much i feel the pain of not being able to commit to a regular schedule! i refuse to publish monthly best-of lists for much the same reason.