When New York City-singer-songwriter Ari Hest opted out of a Columbia Records deal in 2007, he defied the conventional route of get-a-label-deal-and-become-a-star path for performing songwriters seeking fame and fortune. Instead, he wanted more control over his songwriting and his art and decided to go the indie route.
One of his most inspired ideas was a 2008 project called “52,” in which he released one new, original song each week on his website for a year, charging subscription memberships in order to monetize the project (as well as selling the songs as MP3′s on the site and on iTunes). He surpassed 1,000 subscribers and, of course, had the discipline to write all of those new songs — which were all arranged and recorded each week.
I first heard about this songwriting feat through guitarist/instrumentalist Thad Debrock and bassist Rob Calder, who who both worked on our recent Sweet Bitters effort, and who worked on many of the songs in “52″ (Calder also tours regularly with Hest). Needless to say, I was pretty impressed — both by the quality of the songwriting as well as the quality of the recordings (which Hest did on his own).
I had 5 important questions for Ari Hest about the project and his songwriting efforts — here’s what he had to say:
Q: How did you get the idea to write one song per week for a year? How did the “52″ project idea evolve?
A: The idea evolved over the course of a couple of months. Just after I left Columbia Records in the summer of 2007, I knew I had to do something to separate myself from other writers, so I came up with this. My brother Danny, who managed me for years, came up with the subscription idea and off we went.
Q: A lot has been made of the fact that the “52″ project was an example of new, “alternative” ways for songwriters and musicians to to make money online, outside of the major labels. Do you feel part of a larger trend?
A: I suppose so, but I wasn’t thinking that way when I was doing the project. You really have to focus on what you can do for yourself and not on what everyone else is doing. That’s kinda the whole point of doing what I did. The industry is obviously changing and the only way to really survive is to adapt.
Q: How did the song recording work exactly? How on earth did you do all the writing/tracking/recording all in one week?
A: Some of the songs were done with the guys in the band, but many were done either by myself or with just one of them, most often Thad, who plays a lot of different instruments well. It was definitely difficult. I don’t have a really good answer for how it worked but I guess I just got in a groove.
Q: What are some other ways you’re looking to “monetize” your career going forward as an independent songwriter and performing artist? Any interesting ideas on tap?
A: Not yet. Got any? Touring is essential and will continue to be a big part of my career, but I haven’t really figured out the next big move.
Q: What are your top songwriting habits? For instance, do you write songs in the morning or at night?
A: I am far from a morning songwriter. 3 a.m. is the time for me. No coffee, possibly a drink, and a quiet space is important. I write on the computer most of the the time, for whatever reason I find it easier to get lyrics out that way. I take a lot of breaks and I finish songs days, sometimes months after I start them.
