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Image via @unlockingthetruth on Instagram
While major labels aren’t all evil, they might not be for everybody. One group that appears to be learning that fact is Unlocking the Truth, the teenage metal band that signed a multi-album deal with Sony just last summer. Billboard is reporting that Unlocking the Truth is already trying to get out of their deal.
Malcolm Brickhouse—aka the singer, songwriter, and lead guitarist of the group—told Billboard during the SXSW premiere of their Breaking a Monster documentary that their “attorneys are working on our exit from Sony now.” Why? Who knows. With enough buzz about them to already have a documentary on their rise, one might ask why the trio might even need a major label contract, especially one that was so invested on the band selling albums.
Let’s look at last summer’s report: just last July I mentioned that “Sony has inked a record deal with Unlocking the Truth that, if pushed to the max, could net them $1.7 million dollars.” That was considering the $60K advance for their first album, and bolstered by the idea that if the band sold over 250,000 copies of said album, their “above-average” royalty percentages (which were then said to be in the 16%-17% range) would see the band making bank. Tack on the reported $350,000 advance they were said to be receiving when they were set to record their second album, and we’re talking about three teens balling out at wherever teens go to ball out in 2015… assuming they would actually hit those marks.
With the trends in buying music seemingly on the decline, Unlocking the Truth would have to perform some kind of miracle (or find 250,000 diehard metal fans to buy their album) to even live up to the reported promises from their Sony contract. Maybe getting out while the getting’s good is the best move for them, assuming they can do it.
Back in July, the trio said they had three albums-worth of material in them already. Sure, signing with Sony can net you some early perks—while unconfirmed if this is Sony’s doing, the band already has a Verizon ad under their belt, with a Beats ad on the way—but being tethered to a contract that could topple if your album doesn’t perform in an awful climate for selling music as newcomers isn’t the wisest decision for anyone.
Would it make more sense to build off of their homegrown buzz and Bandcamping their future? What’s up with their Free As You Wanna Be EP, which a) has a pretty interesting title and b) still doesn’t appear to have been released? We’ll have to wait for their documentary, which is still looking for distribution, to give us some insight. Until then, we can only hope that this mega-talented outfit finds their bearing and succeeds on their own merit.
If you’re in Austin for SXSW, the band will be discussing Breaking a Monster on March 17; hopefully they’ll provide some insight on their decision to leave Sony.
We’re discussing our documentary “Breaking a Monster” on 3/17 2PM at the Austin Convention Center Room 12AB #SXSW #Breakingamonster
— Unlocking The Truth (@UTTband) March 13, 2015
