How COLORS Became the Music Industry’s Tastemaker
The Berlin-based YouTube channel is proving to be a major launchpad for new artists
In 1992, Mariah Carey’s management had a problem: The elusive chanteuse wouldn’t tour. Critics began to speculate she was coasting on in-studio support — that her dulcet runs and perfect pitch were musical sleights of hand rendered in post-production, and that her performance on the charts far outpaced her performance on the stage.
Her team booked her on MTV Unplugged, a series that challenged artists to perform on-camera in an intimate setting without the aid of a studio set-up. It was a risk, but one that paid off handsomely: her seven-song set was so popular that Sony released the recordings as an EP, which went on to be certified triple-platinum by the RIAA.
Intimate and candid, the recorded live performance is an act of authenticity for artists trying to prove their mettle, and one that has long outlasted MTV Unplugged. BBC’s Jo Whiley helped popularize the form with Radio 1’s Live Lounge in the mid-2000s, where artists put a personal spin on covers of popular songs live on the air. (The series continues today, with another host.) NPR’s Tiny Desk Concert series followed soon after, with artists ranging from T-Pain to Taylor Swift performing on-camera while parked…
