The rise of bedroom pop

By Alfredo Violante Widmer

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Whether you are in a punk band or a rapper, it’s time to recognise that bedroom pop artists are changing the game. And we are not talking about music, although this may happen too in some way. We are talking strategy, marketing and above all, mindset. Pre-Internet artists tend to have a get-signed blueprint in their head. Even if reject it or fight it, it’s still there. 

So we asked Tertia, a post-Internet bedroom pop artist who seems to have no preconceptions about her music and the industry if her debut album feels real. 

Tertia: It feels real insofar as it is something for me to scrutinise and be motivated by. The rise of the bedroom pop artist sets the bar high, but it also inspires me to seek out a branch of that sound which I feel really comfortable and natural in. As an unsigned artist, I have to work hard to find listeners who are curious and interested in me. In that sense, the old school methods are essential. Interviews, magazine features and, of course, gigs still seem to be the most effective ways to acquire a genuine audience. Nevertheless, in the current climate, it takes more than that. An exciting and aesthetic online presence and consistent interaction with one’s audience are crucial.

What do you think are the most important social media platforms in your scene?

Tertia: I would put most of my energy into my Instagram because sending a visual message is essential these days. Not only is it a way of showing personality and quirkiness, but it is an excellent way of marketing new music, videos and eventually merchandise. Instagram seems to be quickly becoming an online marketplace for creatives. However, it is still a fun way of engaging with listeners. I have recently been getting more into Twitter, proving to be a much more down-to-earth and less intimidating platform to navigate than Instagram. I am finding it much easier to connect with other musicians and curators there! TikTok is sort of the devil and the angel on my shoulder – I am keen to establish a place for myself there, but I am taking each platform at a time, so my brain doesn’t turn to stone.

Who are your cultural influences, and what impact did they have on your work?

Tertia: Artists like Grimes, Claud and Alice Phoebe Lou are my main online references for inspiration. The kooky and intimate image is one I aspire to. Artists who don’t pretend too much really catch my attention. In an online world where everything is perfect and sexy, there seems to be a lot of charm in being more candid and experimental. Perhaps I am being too hopeful and naïve in thinking that, but I prefer it that way.