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Exposed Vocals: So tell us your story. Where did you grow up? What made you decide to become an artist?
My name is Alex Moris and I grew up in Lawrence, MA. After working in corporate America for several miserable years, I realized that I can no longer sell or represent a product I didn't believe in. I've always been passionate about finding and sharing new music so I decided to start an "indie record label" to help support and promote independent artists. One of the frustrations that led to me to this point was I noticed that variety and originality in music was mainly coming from the independent community which unfortunately continues to be overshadowed by the mainstream. My goal and passion is to provide a voice and platform to these ignored but incredibly talented and original musicians. We already know the demand is there.. we just got to make the supply more accessible!
Exposed Vocals: Since everyone was a start-up once, can you give any smaller or local bands or artists looking to get gigs and airplay some tips?
The main tool we use to get our artists heard is social media. There is so much power in how you can distribute content effectively to the audience you want and directly connect with artists, promoters, radio stations, bloggers and other such music influencers. From this we've learned that there is no easy shortcut to growing followers. We don't pay for any subscribers and instead target for specific people that clearly like the kind of music we promote and are geographically close to make it to our shows. Cause we all know 'bots' don't show up to concerts. To keep the engagement going, we think of our social media as telling stories over time. We make sure to post regularly so we're not forgotten but we only post new content and updates to keep our followers excited and coming back for more. One thing to note is that followers typically view content on their mobile devices and are combing through several of their friends' accounts, so keep your posts exciting but concise and straight to the point. Lastly, if there is any venue, blog, promoter, radio station, or other artist associated with your post, be sure to tag them all. They will most likely re-post your content giving you access to a larger network of fans and music influencers.
Exposed Vocals: Do you ever make mistakes during performances? How do you handle that?
Exposed Vocals: Do you tour? Anything interesting happen on tour that you think our readers would enjoy hearing about?
Exposed Vocals: Any planned studio upgrades? What are you working with now?
I promote and represent about 20-25 independent artists so there are several studios throughout NYC that my artists use. Eventually I'd like to either buy my own studio for my artists or partner with key studios in the city that can support the various genres we represent.
Exposed Vocals: How do you find ways to promote your music? What works best for you?
As mentioned above, we mainly use social media to promote our music. We have accounts on Facebook, Instagram, Twitter, YouTube, Soundcloud, and Mixcloud. YouTube, Soundcloud and Mixcloud are obviously great for posting content but not necessarily for reaching a wider audience. With one post, we are able to get many more views and listens on the other social media platforms probably because people spend much more time on Facebook, Instagram, and Twitter. We particularly get the most traction on Instagram which I'm guessing is due to the fact that it has less noise than Facebook and the content is just easier to digest and scroll through. Another great thing about Instagram is the fact that it forces you to shorten your videos to less than 60 seconds, which is actually ideal since people, particularly social media followers, generally have shorter attention spans anyway. Twitter is also great though as it's better for communication and allows others to easily retweet your posts to wider audiences. Overall, it's pretty amazing how far hashtags can extend your posts' reach.
Exposed Vocals: If you could perform anywhere and with any artists (Dead or Alive) where and who would it be with? Why?
Jeez, that's a real tough one! If I really had to choose, it'd have to be Prince. I have a very eclectic taste for music and represent a lot of diversity with our music collective so it would have to be an artist as versatile as him. He's spanned so many genres over several decades and clearly had the type of mastery and knowledge over music to work with anybody. Prince seemed to have enjoyed collaborating and performing with various artists on stage, even when he was not at the forefront, which I imagine was a fun inclusive experience for everyone. He also brought great energy to the stage with crazy costumes, amazing visuals and slammin choreography, which would be exciting to be a part of. Not sure if I care much for where we'd perform since it's Prince. I'd be just as happy rocking out with him in an alleyway behind a McDonald's for all I care!
Exposed Vocals: So, what’s next? Any new upcoming projects that you want to talk about?
We are currently working on setting up artist showcases at various locations throughout New York City. The idea is have 2-3 diverse independent artists perform per showcase under the lexondecks brand. We hope to gain a similar following as Cityfox and even Sofar Sounds, where fans regularly attend our showcases to find new hidden & emerging talent. You can stay updated on these showcases by following us on social media via @lexondecks and checking out our website - www.lexondecks.com.
Exposed Vocals: If you weren’t making music, what would you be doing?
Another really tough one! I just literally left my last career as a salesman to promote music. And before that, I was an investment banker! Not sure if I can imagine going back to corporate America, even if to just make ends meet. But if I really had to leave music for whatever reason, I would still stick to something I believe in or am passionate about. And that would have to be dog-sitting or walking dogs. I have two at home and wouldn't mind adding more the family.
Exposed Vocals: What should fans look forward to in the next year or so?
As mentioned before, we plan to host artist showcases throughout NYC. We also plan to produce more music videos for our artists as well as start an online video series to explore various topics in music. You can stay updated on our activity by following us on social media via @lexondecks and checking out our website - www.lexondecks.com.
Exposed Vocals: Any Shout-outs?
I of course have to send shout-outs to my collective of talented & diverse independent artists which include A.j. Taylor, Blakeley, Camp Candle, Dan Miz, DJ Rubadub, DJ Sizix, Dnny Kay, Evenny La Unica, Gaviana, Giant Flying Turtles, J.A.i Tha Profit, Latasha Alcindor, Mathew Malave, Mikhal, Nicolás Carou, Sami Merdinian, Solange Merdinian, Sweater Rock, Théophile, W!SH, Yves Dharamraj, and Zitro. Couldn't have done this without y'all!