Record label wants ‘viral moment’ before releasing song

3 Min Read

Careful what you wish for.

Halsey claims their record label, Capitol Music Group, won’t release their new music until they create a “fake viral moment.”

The 27-year-old singer, who goes by she/they pronouns, has given their label a real viral moment instead by calling out executives on TikTok over the weekend.

“Basically I have a song that I love and I wanna release ASAP but my record label won’t let me,” Halsey alleged in text written over a video of themselves jamming along to what appears to be an unreleased track.

They added, “I’ve been in this industry for eight years and I’ve sold over 165 million records and my record company is saying I can’t release [the song] unless they can fake a viral moment on TikTok.”

The “Be Kind” singer then said, “Everything is marketing.”

Halsey also alleged that this viral moment ruse is being done to “basically every artist these days.”

“I just wanna release music, man,” the “Without Me singer ended. “and I deserve better, tbh. I’m tired.”

Halsey on TikTok.
Halsey claims the label still won’t release their song even though they’ve gone viral.

The TikTok video received more than 1.1 million likes by Monday afternoon.

One person noted in the comments that this “is the viral marketing video…” that the label may have been looking for.

Halsey wrote back, “Bruh I wish it was haha. They just said I have to post tiktoks they didn’t specifically say ‘about what’ so here I am 😂😃.”

they added on Twitter Sunday night that their “TikTok tantrum” had not swayed the label enough to release the track yet.

“They said ‘wow the tiktok is going really strong!’ I was like ok cool so can I release my song now? They said ‘we’ll see!’ 🙃 tell me again how I’m making this up,” the “Bad at Love” singer wrote.

Halsey performing on stage.
Halsey signed with Capitol Records in 2018.
NBCU Photo Bank via Getty Images

They added that they can’t release it on their own because the label “own the master.”

Capitol Music Group responded to Halsey’s claims in a statement to Rolling Stone on Monday.

“Our belief in Halsey as a singular and important artist is total and unwavering,” a spokesperson said. “We can’t wait for the world to hear their brilliant new music.”

On Monday, Halsey shared on Twitter why the song has such special significance to them.

“it’s about flame,” they tweeted, referencing their partner and father of their child, Alev Aydin.

“part of the story of how we went from meeting and keeping touch randomly for years to realizing we were each others person all along. Right person wrong time type of song.”


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