Singer Alexis Strum has revealed that her live performance on BBC One's Morning Live resulted in the sale of just a single copy of her album 'Swim'. The artist, who performed in front of millions on the programme presented by Helen Skelton, Gethin Jones and Michelle Ackerley, said she now feels "embarrassed" about the outcome.
Sharing a video of her performance on TikTok, she wrote: "So embarrassed to share this, but is anyone else going through this? Had a massive opportunity and it doesn't necessarily connect?"
One CD sold after TV appearance
Alexis detailed the harsh realities of the music business, explaining that her time on screen resulted in the sale of just one physical CD. "I'm sharing this because I think it's important to share," she said. "I was on TV performing in front of millions of people a couple of weeks ago and I don't think I expected the world would change - but I sold literally one copy of my album, 'Swim' on the back of that."
The singer has a chequered history in the industry. In 2002, she landed a record deal with WEA Records, distributed by the Warner Music Group, according to Xenomania. However, after recording her first album, it was scrapped and she was released from her contract, with two of her tracks handed to other artists including Kylie Minogue and S Club 7's Rachel Stevens.
Previous setbacks and a cancelled TV slot
Three years later, Alexis signed to Universal Music, but again fate wasn't on her side. Her debut single, 'Bad Haircut' failed to impress, and her album was canned once more.
In a third near-miss, she had been due to perform on ITV's Lorraine, only for the show's production team to cancel her appearance fearing her song, 'Addicted' was about drugs due to its line: "I'm a junkie, I've overdosed on Chunky Monkey." Alexis later pointed out to Metro: "It's a Ben and Jerry's flavour - banana ice cream."
A 'reality check' for aspiring artists
Now, Alexis hopes to provide other aspiring artists with a "reality check" based on her own experience. She elaborated that she had been dropped by major labels in the past and has since "poured her heart" into making songs. "The song in particular was about my mum who passed away from Alzheimer's and music means the absolute world to me," she said.
She pointed out to other musicians that being on TV might seem "life-changing" and create a "tsunami of interest" - but in reality, she drove home after being on the BBC, tidied her house and went back to being "Alexis Strum, mum and living my normal, if not best, life".
"Nothing really changed," she said. "This is the reality of being an independent artist. But nobody is asking me to do it, so I can't really blame anyone. I just wanted to share that with you. I'm pretty sure Swim will find its people because it is such an emotional song and it's bigger than me. So this is why we do it, right?"
Responding to her clip, one viewer pointed out: "People don't physically buy music anymore just stream it and also not many watch TV anymore too so online is a better platform for selling and streaming so keep plugging away here!"
A second agreed, adding: "That is not a judgement on your music. It's modern technology. I used to have a top of the range hi-fi system, had a few CD players and now I just stream. They don't even put CD players in cars anymore. Sadly from a consumer point of view, there really is little point in buying CDs anymore, especially if you have nothing to play them on."
A third offered words of encouragement: "I had a song from 10 years ago make it onto a George Clooney film a few years ago. Songs always find a home. Keep going."
