I moved to Los Angeles over a year ago to take another stab at professional music, and one of the first projects I became involved in was called Meytal. It is a band created around YouTube megastar drummer, Meytal Cohen. If the name doesn’t ring a bell, Meytal is an Israeli female drummer, who made a name for herself doing covers of rock and metal songs on YouTube.
Her online stats are astronomical – Over 128 million plays and 850,000 subscribers on YouTube, over 1.3 million Facebook “likes”, and a Kickstarter campaign to create an album of original material raised over $140,000. What’s really incredible is the level of engagement. Meytal recently posted a picture of her with a cat on Facebook, and it has 28,000 “likes”, 173 shares, and 450 comments. Even massive bands with 4-5 million “likes” don’t get that level of engagement; especially for something as quaint as a selfie with a cat. I was brought into the band near the completion of the album that was crowdfunded. The other band members include Threat Signal’s Travis Montgomery on lead guitar, Eric Emery of Skyharbor on vocals, and the multi-talented Anel Pedrero on bass and backing vocals. The Meytal album, Alchemy, has already sold over 10,000 copies in a little over a month of release, and even charted #104 on the Billboard Top 200 chart, #1 on the New Artist chart, and #5 on the Metal/Hard Rock chart during the album’s first week of release. All of this has been accomplished with no label, no radio, and no touring. It’s astonishing.
Before meeting Meytal and dipping a toe in this world, I had no idea this type of success was possible without taking the traditional path of joining a band, slugging it out in shitty clubs, sleeping in vans and on floors, peddling demos to labels and promoters, and dealing with general grind of trying to make it. Even going back to the Myspace days, there were questions whether these social media numbers would translate to real world album, merch, and ticket sales. New media has proven those questions have been answered with a resounding, “Yes!” I wanted to highlight some talented musicians who have made an impressive name for themselves almost strictly through social media and promotion via the internet.