Independent artist Alexis Strum has revealed that performing on BBC One's Morning Live in front of millions of viewers led to the sale of just one copy of her album. She described feeling "embarrassed" by the aftermath of the appearance.
A career of near-misses
Strum's musical career has included several setbacks. She secured a recording contract with WEA Records, distributed by the Warner Music Group, in 2002. However, after recording her first album, it was shelved, and she was dropped from her deal. Two of her songs were given to other performers, including Kylie Minogue and S Club 7's Rachel Stevens.
Three years later, she signed with Universal Music, but her first single, 'Bad Haircut', failed to make an impact, and her album was shelved again. In another near-miss, she had been scheduled to appear on ITV's Lorraine, but the programme's producers cancelled her slot over concerns that her track 'Addicted' referenced drugs due to its lyric: "I'm a junkie, I've overdosed on Chunky Monkey."
Strum later clarified to Metro: "It's a Ben and Jerry's flavour - banana ice cream."
The Morning Live performance
Strum confessed she was left feeling "embarrassed" after singing one of her own tracks on Morning Live, hosted by Helen Skelton, Gethin Jones and Michelle Ackerley. She questioned on TikTok alongside footage of her performance: "So embarrassed to share this, but is anyone else going through this? Had a massive opportunity and it doesn't necessarily connect?"
She exposed the realities of the music industry, revealing that her television appearance led to her selling just one CD. "I'm sharing this because I think it's important to share," she added: "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."
A reality check for aspiring artists
Strum hopes to offer fellow aspiring musicians a "reality check" drawing from her own experiences. She revealed that major labels had previously dropped her and she has since "poured her heart" into creating music. "The song in particular was about my mum who passed away from Alzheimer's and music means the absolute world to me," she continued.
She cautioned other artists that appearing on television might appear "life-changing" and generate a "tsunami of interest" - but in truth, she drove home after her BBC appearance, tidied her house and resumed being "Alexis Strum, mum and living my normal, if not best, life". "Nothing really changed," she stated. "This is the reality of being an independent artist. But nobody is asking me to do it, so I can't really blame anyone."
She added: "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?"
Later release and public response
'Addicted' finally got a digital release in 2023 via Warner Music Group, and a physical release followed in May this year courtesy of the label Back on Wax. In response to her video, one viewer remarked: "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 concurred: "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 provided 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."
