Blake DeRusha 3/20/25 Blake DeRusha 3/20/25

Spiritless GA: Raw Truths & DIY Dreams

From the consumer’s perspective, the music industry is often portrayed as a paradise for artists, where glamor and high life are the norm and money is no thing, but Spiritless GA cuts through the noise with their brutally honest take on what it really means to be a musician. In a recent sit-down following 72 hours on set for their latest music video, the band talked about the highs, lows, and—sometimes—downright absurdities of carving out a place in today’s music scene.

No Half Measures: It’s All or Nothing

“There’s no in-between,” the band agreed, setting the tone with a statement that resonates with many in the local scenes:

“If everybody's not committed to it, you're never gonna get anywhere. If you don't have the passion to dedicate to the art, then you might as well just go do something else.”
~Johnny McClain, Guitarist

This isn’t just talk—it’s a wake up call for every artist who’s ever dabbled in music as a hobby. Spiritless GA’s message is clear: if you want to leave your mark, you’ve got to go all in. There’s no room for half-hearted efforts in a game where every ounce of passion counts. There are artists who will give it everything they’ve got, and that’s your competition in the up-and-coming scene.

The Daunting DIY APPROACH

The band’s love for the DIY is palpable, even when they admit that the terrain is anything but simple. “The DIY, I do love it,” confesses the band’s second guitarist, acknowledging the inherent challenges of trying to make your own way in an industry whose direction is dictated by the whims of attention-hungry digital platforms and fickle algorithms.

“…it’s somewhat uncharted territory… but if you want it, it's not just gonna get handed to you.”
~Josh Nevil, Guitarist

There’s something raw and undeniably appealing about taking the road less traveled, even if it’s paved with uncertainty. While success often seems pre-packaged for those who in the public eye, Spiritless GA’s embrace of the unknown is a refreshing reminder that authenticity isn’t found in conformity—it’s built from the ground up, one risky decision at a time.

Navigating the Digital Minefield

Gone are the days when scouts would hang out in smoky bars looking for the next big thing. Today, artists face the double-edged sword of the digital revolution. “Now everyone's having to learn how to, you know, understand what an algorithm is and what kind of content to make,” Josh continues. It’s a place where every click, like, and share can make or break a career.

For Spiritless GA, the pressure to adapt hasn’t diluted their authenticity.

“There's a reason and people call it selling out. I'm not selling out... This is what I like, this is what I wanna do.”
~Hunter Taylor, Vocalist

The temptation of mainstream success can often push artists to compromise, but for Spiritless GA a lot of the thrill surrounding popular trends in the metalcore community align directly with many of the band’s members, and their work highlights their literacy within the genre.

LAUGHING IN THE FACE OF DANGER

The conversation wasn’t all about heavy revelations and philosophies, though. After three days on set, Danny Martin (the band’s drummer) struggled against exhaustion to speak with us, resulting in plenty of laughs: the best medicine for the fast pace of the entertainment industry. Whether fighting sleep or laughing at the absurdity of the modern music business, Spiritless GA never loses sight of the joy that first sparked their desire to form the band.

Such a blend of humor and honesty is a hallmark of the local scene, actually. After all, when you’re up against an industry that feels designed against you, sometimes the best way to move forward is to laugh, learn, and keep playing your own tune.

The Road Ahead: Staying True to the Craft

In the end, the band’s message is undeniable. When the rules are constantly being rewritten, the only constant is the need for genuine expression. Spiritless GA isn’t chasing trends—they’re crafting their own narrative, one defined by dedication, defiance, and the kind of raw, unfiltered creativity that can only come from staying true to oneself.

At Guild Productions, we couldn’t agree more. Whether you’re a band just starting out or an artist looking to redefine your sound, the road to success is requires passion, persistence, and a more than a little bit of madness—and all three, simultaneously. So take a page from Spiritless GA’s playbook: jump in headfirst, get familiar with the DIY spirit, and never let anyone tell you that your art isn’t worth the fight!

Blake DeRusha 2/14/25 Blake DeRusha 2/14/25

Are Music Videos Dead?

For independent artists in the music industry, the question often arises: Are music videos still relevant? The exponential rise of short-form content, viral trends, and direct artist-to-fan engagement, might support the argument that the traditional music video has lost its impact. But the reality is that music videos are more important than ever before—not just as a creative statement, but as a strategic tool for artist growth, branding, and engagement.

In fact, centering your releases around music videos is one the top performing strategies in the market.

Music Is Seen as Much as It’s Heard

We live in an almost purely visual era. Music discovery now happens through Instagram Reels, TikTok clips, YouTube recommendations, and social media snippets as much as it does through streaming platforms. So a song with a compelling visual identity will travel much further than the audio alone.

Music videos can create a world around your music. They can transform a track from something listeners hear into a deeply relevant and shareable experience. Visual media enables your audience to connect with your work on a deeper level and can reinforce your brand in ways that a song by itself simply can’t. This opens up a whole new world of possibilities and new avenues for creativity for artists that, if executed well, can outshine the tens of thousands in budget enjoyed by artists backed by large labels.

YouTube: The Longevity Factor

YouTube remains the second-largest search engine in the world and one of the most powerful discovery tools for music. Unlike TikTok or Instagram, where content has a short shelf life, a music video on YouTube continues generating views, engagement, and passive discovery years after release.

On the whole, independent artists often heavily underestimate the platform’s long-term value. A strong video, properly optimized with a compelling title, tags, thumbnail, and description, can keep drawing in new listeners consistently after its premiere.

Without a visual element, songs risk quickly fading into algorithmic obscurity (a risk that continues to rise as the over saturation of the industry swells). Music videos provide an anchor to a visual experience, helping to ensure lasting relevance. (I still, personally, rewatch old music videos from as far back as a decade or more, using them as my go-to example for why my friends should be just as obsessed with a particular artist as I am; and your favorite artists are still capitalizing on the success of their previous music videos, repurposing that footage year-after-year to cement their branding across their target audience).

THE ONE-UP

Speaking directly to the aforementioned over saturation of the industry, thousands of songs drop every day, and attention spans are short. A well-planned and thought out music video instantly sets you apart and gives your music an edge. The up front cost may feel like a lot, but the amount of time and attention given to your production pays off by drawing attention to you out of the crowd of artists all struggling to be seen.

In addition, it equips you with a strong sense of professionalism. Quality music videos tell listeners, industry professionals, and potential collaborators that you’re not just another musician uploading tracks—you’re an artist with a vision, a brand, establishing your unique identity.

We live and operate in an industry where perception absolutely shapes your opportunity, therefore visual storytelling should be considered a non-negotiable.

the Algorithm Advantage

Platforms like TikTok, Instagram, and Facebook learned several years ago to prioritize video content over still images or text posts to garner and maintain user attention. Video consistently receives higher engagement, longer watch times, and more shares—all of which feed social media algorithms, increasing your reach.

Music videos allow you to leverage multiple platforms simultaneously. Instead of simply dropping a song, you’re launching a full-scale event, with multiple promotional angles tailored to different audiences. An audio-only release can do heavy damage to your reach by essentially hiding the real meat of the release behind a link—and the click-through rate of links on social media has been steadily dropping. Low click-through, low algorithm positioning, low reach, no traction.

Structuring Music Video Releases

For newer or lower-budget artists, the idea of making a professional music video might seem out of reach. But strategy matters more than budget. You don’t need a six-figure production—you need a clear creative concept and a plan to maximize its impact.

Here’s how to structure your releases around music videos:

1. Plan Your Release Around the Video – Instead of dropping a song then figuring out how to promote it, build your campaign around your video from the start.

2. Maximize Content Creation – Before filming, plan for BTS footage, teaser clips, and alternative versions (performance shots, acoustic takes, lyric videos).

3. Leverage Every Platform – Make sure your video is optimized for multiple formats (for TikTok, Instagram Reels, and YouTube Shorts).

4. Engage Your Fans – Use the video as a conversation starter. Run challenges, ask fans for their interpretations, and (most importantly) respond to comments.

5. Keep the Momentum Going – Don’t let any release go to waste. Reintroduce it with remixed clips, reaction videos, or new edits over time.

Music videos haven’t died—they’ve evolved. They are no longer just a luxury for major artists; they’re an essential tool for all artists in their development process.

The biggest mistake isn’t spending money on a video—it’s not making one at all.