“I can admit that things are getting harder. It’s harder for me as an independent musician to be financially stable nowadays. I played a tour last year where it was 5 cities, and a TOTAL of 300 people came to the shows. The promoter thought I would sell out 500 capacity venues because of my 100 million views and 500,000 subs on YouTube. And that burns a little, to be honest. It hurts when people are so hyped over you selling all these tickets and getting you excited for playing for all these people — and then you get there and it’s not at all how you expected.”
— AJ Rafael
AJ Rafael has always been a great friend to NMR, so of course we said we’d be happy to publish a letter he wrote to his friends, family and fans. It is an official notice from the talented performer/musician that he is taking a hiatus from performing live — possibly forever. As he cites in the letter, the live shows have gotten harder and less rewarding as time has gone on. As such, right now they don’t offer the same fulfillment they used to. And so the talented songwriter and entertainer has decided to hang up his microphone and tour bus for a while. As he points out during the course of his farewell letter, he’ll still be making YouTube videos, though likely not as many as he previously did in years past.
Be sure to read the letter in its entirety — it offers a poignant first-person perspective of the changing landscape of YouTube through a creator’s eyes and soul. According to AJ, companies like Vevo are changing the way that online entertainment happens — and not necessarily for the better. If you’re a performer or even simply a fan, this letter offers a sobering look at how tough the performance space has gotten, even as corporate money floods in.
Of course we’re going to continue following AJ on social media and in his YouTube videos. And as he points out: it’s a hiatus. He could be back on stage connecting with his fans at some point in the future. But until something changes for the better, don’t count on it.
AJ’s entire letter:
Dear person(s),
Let me start off by saying thank you. Thank you for your support throughout the years for my music. It’s been a crazy 10 years of writing and performing. It all started with a song, “How’s San Diego Pauli?”, and a dream of mine to be successful in music. I have to say … that dream is reality — and while it may not be success in music the way that most people see it, it’s a lot more than I could ever ask for.
I’ve written songs and have had people share videos of them online covering them. People sing along in the crowd at my shows. The best experience is when someone whom I’ve never met before comes up to me and tells me how much my music has affected their life in a positive way and helped them get through hardships. That’s what I do it for.
With all of this being said, I have to explain why I’m taking a break from the live music scene. Shows are a bit different than they were when YouTube was new and fresh and a place to find new artists ALL the time. Back then, fans and artists alike were excited to get together to play music on the same stage. Even non-musicians would all come to these shows, ready to make cameos on stage with their friends. It was a bunch of us having fun and being ourselves. And whoever was watching loved it. They didn’t care if we goofed around on stage, or danced around while our friends were singing. They just loved that we were there, at their school, in their city, and because we could relate to them. We were just like them — just a bunch of kids who still live with their parents, trying to get by, and doing what we love to do.
I grew up around people who were discovering their love for performance. When I first started playing shows from 2004-2008, I met a lot of people through MySpace and YouTube. A lot of them were first-time performers; booked for a gig through their “booking email” with no idea what to do when they got on stage. We were all used to making a persona online, writing songs, covering popular songs and putting them on YouTube. But a lot of us weren’t used to performing live in front of actual people. I mean, most of us were Asian, so of course we had karaoke in front of our parents … but this was different. Still, even though a lot of us got nervous on stage or were perfecting our craft in front of our growing audience, they loved us anyway. There wasn’t a show where people weren’t screaming as loud as they could or making a commotion after the show trying to meet us just to take a picture.
Now, I’m not speaking on behalf of everyone, but a lot of us are experiencing getting back to those days — when everyone was excited and every time we had a new song it would be a huge deal. These days, big companies are seeing that we have the “numbers” to pull crowds so they invest or sponsor us. When people don’t show up — they blame us. They say we didn’t “promote” enough when we were doing the exact same thing we were years ago. But years ago was when the scene wasn’t over-saturated. Before, there were only a handful of us who could gain the courage to put ourselves out there on YouTube and social media. Nowadays, there’s a formula to become a “YouTuber” or a “YouTube cover artist.” There’s not a lot of creativity being showcased.
Listen: Everyone can be talented. But you gotta be different. You gotta be unique. You gotta be you. Because no one else can be you.
So now the days of copying everyone else is here — with the same cover songs being put out there, in the same style and on the same HD format and the same camera angles. Remember when YouTube first came out? It evened the playing field for all of us. No one was doing what we were doing — writing songs and putting it out there, or just singing or playing our instrument in front of a webcam. It would do just as well as other “mainstream” artists and a lot of us were even in the top 50 channels of YouTube next to artists we grew up listening to. Now it’s back to where mainstream and YouTube independent-ness is once again as far from each other as the Earth and Pluto. YouTube gives the help they once gave to independent creators all to the record labels who are mad that their artists aren’t getting the views they think they “deserve.” Vevo is taking over, and artists doing parodies is getting old. And you see a lot of creators with their quality of video being the highest quality ever made in the history of highest quality, on a song that isn’t theirs. Don’t get me wrong — I love doing covers. And doing covers has helped me so much in my career. But that’s not what I’m about. And people know that. Now, covers are taking over and the artists who are doing them are being called “cover artists” when they know damn well in their heart that they want to be original. They want to be what they’ve always wanted to be; respected as much as the artists on the radio — the artists who are doing their own songs (or songs that are written for them).
So for the artists who don’t want to completely give in to the system, we struggle. We struggle with monetizing our own original material. And we try to put up this front as if we’re still doing the same as we were even two years ago. Yeah, our views are still growing — but not nearly as fast as 2008-2011. Our subscriber count doesn’t mean a thing when the videos aren’t even popping up into our subscribers’ feed. A video of mine can max out after two weeks around 50,000 views, when before I could upload a video on a Friday and know it would get at least 100,000 over the weekend. Announcement videos for shows max out at 10,000 or less, and those are the important ones for the shows we’re promoting. Things aren’t the same, even for some who are growing exponentially as artists. You see their music mature but the view count doesn’t show that — it shows a decrease — even though we’ve been working hard to write new material and work with producers and engineers to make our music even more listenable. We are becoming “irrelevant” to some fans because we don’t get the views we used to get — or it’s the fact that we can’t sell out 500-people venues anymore. We just won’t admit that things are getting harder.
But I can admit that things are getting harder. It’s harder for me as an independent musician to be financially stable nowadays. I played a tour last year where it was 5 cities, and a TOTAL of 300 people came to the shows. The promoter thought I would sell out 500 capacity venues because of my 100 million views and 500,000 subs on YouTube. And that burns a little, to be honest. It hurts when people are so hyped over you selling all these tickets and getting you excited for playing for all these people — and then you get there and it’s not at all how you expected. But then again, when you do meet the 30 or so people who did come to that show — you have the satisfaction you’ve always wanted — the fact that people relate to your story, and listen to what you’ve created. That makes up for it all, really. But realistically, you can’t make a living off satisfaction alone. We need to have a business mind set as well if we want to survive outside of our parents’ home. And that’s just reality.
So I’ve decided to take an indefinite hiatus from performing live and booking shows. Not sure if I’ll ever come back to it because I’ll be exploring a lot of different options. I have four or five last shows that I’ve committed to, some with my band and some solo gigs, and I’ll be posting all that information on my social media outlets. The last show will be at the end of August.
My band has been nothing but amazing to me. I love them all like brothers and I wish them the best of luck. But it’s time for us to focus on the separate paths we’ve chosen, with all of us choosing to live on opposite sides of the country. It’s not easy having a band that doesn’t get to practice, write together, or even just hang a lot. All the gigs we’ve played recently have either had one night of practice or no practice at all. It’s like we show up for work and then bounce right after. We have to find that spark again. And whether or not it comes back, just know that I remember every moment on stage with you guys. It’s been one hell of a ride.
I won’t stop posting videos on YouTube, though it won’t be as frequent as it was last year. Nothing will ever keep me away from making music, so you’ll still be seeing me around — online. It’s been an awesome 10 years of playing shows all around the world … The people I’ve met and the musicians I’ve played with over the years, I won’t forget.
I’ll still be doing what I love, writing songs and making melodies … so actually, this hiatus is not as dramatic as you may think it is. I just need to reassess and focus on myself. This last year has been tough on me with a lot of personal things happening. I just need to focus on why I was called to play music in the first place. If I find that again, I’ll let you guys know.
Love,
AJ
Honestly, AJ Rafael lost his quirky, relatable, humbleness that we all loved about him. He let the “fame” get to his head, and now he’s complaining about having a tour and “only” selling 300 average tickets per show? Seriously? Other musicians would swap places in a heartbeat. His voice has NEVER been great compared to some of the amazing artists now (Us the Duo, Pentatonix, Kina Grannis, Tori Kelly, etc), BUT what sold him was his personality and his clear passion for music. He’s lost that spark somehow. He isn’t special anymore. And quite honestly, I met him in person during his “popular” era, and he was a jerk. Totally arrogant and just treated his fans as things who worshipped him. Never bothered connecting with them. He was only obsessed with the fame.
I don’t think it was 300 tickets per show, it was 300 total for ALL 5 shows. He said ” the 30 or so people who did come to that show.” So obviously the turnout for each show was small.
[…] read about my hiatus from performing here:http://newmediarockstars.com/2014/06/aj-rafael-announces-hiatus-from-performing-exclusive-letter/ […]
What are you complaining about?
Seriously 10k people watched your show announcement and that isn’t enough?
I work full time as a singer-songwriter. I’ve a very small YouTube presence. I don’t post hd, lip sync’d videos but live single take performances of covers and originals.
Bookers are correct. With your numbers you should have far more people out to your shows. Just “doing what you’ve always done” isn’t going to cut it in the real world. It looks mostly like you haven’t paid your dues and you haven’t experimented to find what works and what doesn’t.
The real world is not YouTube. YouTube/Facebook/vine fans are fickle and not really fans. They give you a fraction of the time they give others on the same sites. A live show requires more of them. It requires thy spend money, that they leave their homes and that they dress for the evening. It requires them to interact with people in real time and in the flesh. Expecting the real world to be as easy as YouTube is just plain silly.
If you believe in your music, if you enjoy reaching people, don’t whine and stop performing. Get out there and figure out what it takes to get people to your shows.
Brotha I totally agree with all you have said and I just want to thank you!! I’ve watched you since I first started in 2008 and one of my first videos I ever posted was a cover of she was mine and with that cover, my YouTube subscribers and views boosted tremendously I really thank you. I hope one day to still be at your level but Im greatful and always will be. I’ll see you soon
I’ve followed your music since I was 14 years old & I’m now going to be a Junior in college– you do the math lol. You’re right, the music industry changes all the time, it is an evolving industry & there is no room for complacency & it’s always “out with the old, in with the new”; I know this because I am studying music business.
But you, AJ, have laid the platform for people who watched your videos & had gotten inspired to showcase their talents/songwriting skills as well. You should never throw in the tower when you know this is all your heart beats for– music. Not after coming this far. Maybe a break… but you can’t quit. I hope you recuperate & come back stronger than ever whether if be with better songs, better vocals, better promotion for your music– anything or all the above! Do your homework– improve improve improve! You have a mighty fan base. I would never want to see someone that is part of my childhood go down without swinging. You’re an amazing artist, song-writer & person, a brave one at that so I salute you for having the courage to make all those videos to share your talent with the world.
[…] More about AJ’s indefinite hiatus HERE. […]
I just wanted to let you know that I love what you do, and you have honestly been one of my inspirations to continue with my music. Everyone can tell that you love what you do, and this honestly shows in your videos. If you ever visit the UK I would love to meet you, so I can try and tell you how much your videos inspire me and cheer me up:)
I remember finding you back on MySpace with how’s San Diego Paulie. Definitely saddens me to hear about this performing hiatus but you’re right, things in YT are really different now compared to back in 08-11. I relener going to the Featured Acoustic Playlist concert where it was huge line up if amazing talent from YouTube. Such a fun time! That was when I first saw you perform too and you’ve been nothing but incredible.
Again like i said, it is different now. With marketing and everyone putting a cover out there, how do you stand out? I hope you have another show again here in the west coast. I wish you the best of luck in what lies ahead of you. I’m proud to be a fan of yours and I hope you keep marching on! You’re a talented guy and I wish you happiness.
Congrats on all you’ve done aj. I knew you could do it. All you people calling him a douche, you don’t know him at all. Respect that he puts himself out there, and says what he feels.
You have to have talent to do what he’s done. Congrats on all your success AJ. ???? ????
-Marie
[…] this week we reported on a major announcement by talented musician and longtime friend of NMR AJ Rafael. AJ revealed that despite his millions of views and 500,000+ subscribers, he was struggling to fill […]
Oh man, AJ. It’s sad to hear this kind of news, but it’s all understandable. I’ll always remember the first concert I went to on my own during my “awkward middle school” days back in Jan ’09, and just how amazingly kind you were back then. It’s been years since I’ve seen you last, and I wish that I’ll be able to see you again sometime in the future. Keep your head up and play on, I’ll keep my ears waiting.
Well said.
It”s a tough industry for sure. I guess, just like many things, it comes down to the survival of the fittest. And in a dynamic industry like this, the definition of the ‘fittest’ is constantly changing and requires ones to adapt to meet new conditions.
I have always loved AJ’s music, especially his orginial songs. I always catch myself singing along to them when I’m on the daily grind. It just gets you through.
AJ has done some great things and it won’t be the end for him. The music will never leave you no matter where you go. No matter how hard you try. Stay true to yourself and do what makes you happy. Sometimes our problems are simpler than we think.
Love and peace from fans in New Zealand 🙂
AJ, I just wanted to say thank you for everything you’ve done because you have definitely been an inspiration to my life and I am so thankful I had the opportunity to meet you last year! Although things may be tough, just know that there are still many of us who are die hard fans!!! I hope things will change for the better 🙂
AJ, your passion for music has always been there. When you write your songs, how that music comes to life with the expression through your voice is just amazing. I have enjoyed your music and talent from the beginning. I admire you and wish some day I’ll have the chance to meet you! Keep making amazing music and let things go well for you.
Just not good enough. Full of excuses. You need to adapt especially if nothing is extraordinary about your music.
Hi AJ! I can relate to your story. I follow you since all the videos you posted when you attended Berklee in Boston. I remember all the videos you did with Kris, Jess, Carly, Noah, Andrew. I was sooo stoked when seeing the bandpractice video of Showstopper with Shiori still as drummer! And I also loved all the “webcam”/old camera videos you did with Andrew and Frank, Cathy, JR and Randolph! Even your side channel is one of my favs (“awkward balloon tutorial”!!!!). I even “discovered” Tori Kelly by watching your videos. My dream is still to meet you!! Please keep making videos. Many love and support from all the way from Holland!!!!
I have to admit that I agree with Laney. AJ is a complete douche in real life and that’s what happens when you’re a douche..
I used to be a big fan of AJ, until some friends and I met him at Disneyland, and he was a total douche.
Not to be rude, but I think it’s wrong for him to be blaming YouTube and the industry. Talent thrives even amongst change. Might wanna take a look in the mirror instead of complaining.
This letter just makes him seem so arrogant. That’s all.
That’s kind of what I was thinking lol.
But he still deserves a little credit for his hard work and dedication. It takes true skill/talent to make original quality music.
I don’t know the details so you might be right but if too many people asked me for a photo at Disneyland id go nuts. People go to Disneyland to just be kids again and kids generally don’t want to sit through photos.
I don’t know the details so you might be right but people who are at Disney generally don’t want to be bothered.
You just sound salty cuz you got high balled haha
Aj Rafael :}
The very first time I ever heard of you was when an old friend Devon White showed me your guys’ cover of The Way I Am. I think what I got was a little sense of your personality….. and of course that blonde hair was hot! Haha.. but seriously, you seemed fun and from then I knew I had to hear more. I think I was your biggest Myspace fan back in the day (I sound old even though I’m 21 -___-). I waited with all the other fans for the countdown until you released showstopper. And after I saw it, I could not waaaaait for the chords to come out. Over and over I used to play it on my guitar. I was 14/15 then and I still remember like it was yesterday. The fact that you live in Riverside with me makes this all so much cooler! I wish I could hear Showstopper just once before your hiatus. Ahh boo. It’s been so amazing watching you grow and meet/collaborate with so many new people. And my favorite episode of MusicMaker was definitely with Joseph Vincent and making Come Home. Epic!!! But you’ll always have us fans to support you chasing the heck out of your dreams AJ! Go big or go home right? :} oh and it was also pretty much more awesome running into you after Breaking Dawn. Night=maaaade. We’re proud of you and keep your head up. Arrivederci!
Bruhhhhh nooooo!
“no one came to watch me play guitar”
O boo hoo buddy. You are not as good as you thought you were.
Don’t blame the industry.
You completely missed the point. Suggest you reread and try to put into the context of an artist working with a new form, now being monetized by non artistic types.
I don’t believe that your talent is falling into the abyss of Youtube performers. I believe you need to redirect your marketing, focus on the 30 people who DO make it to your shows, and not spread yourself to thin with the hundreds of people you’re trying to reach at one time. I know this book, Tribes by Seth Godin. If your heart doesn’t agree with the hiatus, look for answers in this book.
Love the music, hopefully you change your mind!
-Rebecca
AJ, you are amazing. I’m thankful for the happiness you have brought to family & the joy you brought to my neice, Zoe Inciong. I wish you the best & know things will work out for you. My prayers are with you & your band. ::hugs::
This was beautifully written and you worded out what I think many aspiring musicians have felt. Thank you so much for doing what you do and keeping your fans inspired. Wish you the best of luck AJ. –Cheyanne
You will always be one of my greatest inspirations. I really hope one day you’ll visit Rhode Island or Boston so I can meet one of my idols, who knows, maybe even play music together!
Speechless. I really love your music and it saddens me a lot to know what you’ve been going through nowadays. I also sing and I just want you to know that you really inspire me. I believe that you are a strong person and you can get through this. Unfortunately I can’t watch you live because I live in the Philippines. I hope that you can perform here and I swear that I’ll do anything just to watch you live.
You are amazing and I will definitely be at one of your 5 shows if it’s the west coast