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The process of trying to shout differently to be
heard as an independent artist can be a tiresome pursuit and one that leaves many feeling dejected. Naturally, the pressures attached with releasing music when you are both artist and administrator can take their toll on individuals, especially when they also have to maintain a day job in order to make a stable living. When I speak to Noel Dempsey and Tony Keyes of SWELTR, a Dublin-based duo that launched in October, 2022, Dempsey is taking time out of his lunch break in his new job to tell me their story with his bandmate via Zoom. “I counted last night and SWELTR will be my sixth band. Sixth and final band!” laughs Dempsey. Both played music in various bands throughout their teens before they finally found themselves in a band together in 2020. That outfit dissolved shortly after, however Dempsey tenderly notes how significant that brief period was to him. “The best thing to come from that was my friendship with Tony. I think that gives SWELTR a bit of an edge because it’s built upon friendship,” he says earnestly. This camaraderie has been crucial for the pair as they navigate the industry as an independent act. In a study carried out by the University of Westminster and Music Tank recorded that just under 70% of musicians have experienced periods of depression and anxiety. In recent years, acts with a substantial platform have been frank in the media about their mental health and how it affects them and often prevents them from fulfilling certain aspects of their work, primarily touring. The cancellation of tours have become more prevalent and we’re seeing artists prioritising their wellbeing. Amongst the high-profile examples of this are Lewis Capaldi and Sam Fender, who are signed to EMI Records and Polydor, respectively. These major labels are equipped with teams to provide help for their artists, and fundamentally, manage the business and behindthe-scenes administration that goes into building and growing a career as a musician; everything from developing press releases, booking tours and creating artwork. However, having the resources of a major I counted last night and SWELTR will be my sixth band. Sixth and final band! – Noel Dempsey of SWELTR label as an independent artist is practically impossible due to the immense costs involved and a severe lack of resources available to be able to afford paying external figures with expertise in a specific area. As McDonnell described earlier, an independent artist’s time is divided, unevenly, with strategic business planning overtaking the creative side. Obviously, everyone will have different approaches to both sides in how they fulfil the practicalities of planning releases and tours, and how they perceive the action of doing it, as Dempsey explains. “I don’t mind doing the PR side of things; writing press releases and sending emails to journalists and publications. We do everything ourselves from recording, mixing and mastering, making artwork and music videos, everything we do comes from just the two of us. We don’t have the money to pay for PR, I’d love it if we did,” Dempsey smiles, “But to be honest, it’s 17