Twenty One Pilots’ pop radio-averse strategy continued with the first three singles from Blurryface, released in May last year.Įxplains Woltman: “We knew the songs could end up on radio but we had the power of discovery so much on our side that we couldn’t not give it time. It’s been the anchor to the greatest rock bands in the world.” “The most significant way of discovery is when a band delivers such a powerful live experience that people come back next time and bring their friends. “Discovery could be in an image on Instagram that makes a potential fan ask ‘what’s that all about?’, a video on YouTube or a friend sharing a band that they just discovered – that were not what the industry has traditionally viewed as being the key to success. “We knew early on that the power of discovery was something that we were fortunate to have – and that true discovery cannot be found in three minutes and 30 seconds of a song on radio,” Woltman reasons.
“the most significant way of discovery is when a band delivers such a powerful live experience that people come back next time and bring their friends.” It hit No.21 on the Billboard 200, eventually going Platinum in the US.ĭespite the power of a major record company behind them, Woltman and the band stuck with a steadfast strategy – ignoring any temptation to push themselves at US Top 40 radio, while continuing to serve moreish content to their mutating online fanbase.
In 2012, TOP signed with Atlantic imprint Fueled by Ramen before issuing their major label debut with 2013’s Vessel. It’s been a journey marked by self-determination, relentless touring and a brave refusal to rush to radio.Īnd for the past half-decade, manager Chris Woltman has been there every step of the way.ĭuring their early career, Twenty One Pilots issued two self-released albums – 2009’s eponymous LP and 2011’s Regional At Best.Īcross these records, the band established an intimate online relationship with their fanbase, swelling a cultish devotion which quickly saw their live shows become the talk of hometown Columbus, Ohio. Yet, in truth, TOP’s breakthrough success has been seven long years in the making. To many, it seems Twenty One Pilots have come from nowhere – repeatedly earning them the tag of 2016’s ‘hottest new rock band’. That LP, BlurryFace, recently spawned five Grammy nominations, while selling over 1m in the US and more than 200,000 in the UK so far. The duo – Josh Dun and Tyler Joseph – are officially the fourth most-streamed artist on Spotify worldwide this year (ahead of Kanye West) and also have the platform’s fourth most streamed album. In a post-EDM era where ‘rhythmic pop’ dominates global streaming playlists, Twenty One Pilots remind us that you can never discount the power of a band sweeping in from outside mainstream culture.