Halsey expressed her frustrations to her label in a TikTok on Sunday morning, saying they were being prevented from releasing a “song I like” for marketing reasons. “Basically, I have a song that I love and want to release ASAP, but my label won’t let me,” reads the text beginning the 29-second clip.
With the unreleased track seemingly playing in the background and a frown on their face, Halsey (who uses the pronouns she/they) continued, “I’ve been in this industry for eight years and I’ve sold over 165 million of disks and my disk the company says I can’t release [the song] unless they can fake a viral moment on TikTok.
Representatives for Halsey and their label, Astralwerks/Capitol, did not immediately respond to Variety‘s requests for comment on Sunday. The irony of Halsey creating a TikTok viral moment claiming that their label won’t release the song without a TikTok viral moment has not been lost on observers.
@halseyI’m tired♬ original sound – Halsey
As more and more artists have started to see success with the TikTok algorithm, it’s no secret that labels and artist teams have started manufacturing “viral moments” on the platform. in order to increase the buzz around a release or a project. In April, Kid Laroi and his ex-manager Scooter Braun harnessed the power of TikTok’s virality by initiating a fake feud promoting Laroi’s song “Thousand Miles.”
“It’s all marketing,” Halsey’s Tiktok concluded, “and they’re doing it to every artist these days. I just wanna release music, man, and I deserve better. I’m tired.”
Halsey has been under contract with Astralwerks since 2014, and this isn’t the first time she’s claimed they disagree. Last August, Halsey took aim at record labels and the media in an interview about her latest album “If I Can’t Have Love, I Want Power.” The singer-songwriter, who had recently welcomed their first child, sarcastically commented on what was apparently the label’s reaction to the pregnancy.
“You have to call the CEO of X, Y, Z and say, ‘Hey, hey. I’m just calling to tell you I’m pregnant. I didn’t want you to find out on Instagram. I wanted to tell you myself, personally. However, business is business as usual here, don’t worry,” Halsey told Apple Music’s Zane Lowe. “My personal choice will not affect your bottom line, your productivity, or your channel. editing. And also, in what world would you have had to call me to tell me you were having a baby? But I have to call you because it impacts your product.”