Brett Martin, Why Did This Guy Put a Song About Me on Spotify? NYTimes Magazine, March 31, 2024.
The man:
[Matt] Farley is 45 and lives with his wife, two sons and a cockapoo named Pippi in Danvers, Mass., on the North Shore. For the past 20 years, he has been releasing album after album of songs with the object of producing a result to match nearly anything anybody could think to search for. These include hundreds of songs name-checking celebrities from the very famous to the much less so. He doesn’t give out his phone number in all of them, but he does spread it around enough that he gets several calls or texts a week. Perhaps sensing my deflation, he assured me that very few came from the actual subject of a song. He told me the director Dennis Dugan (of "Dennis Dugan, I Like Your Movies Very A Lot," part of an 83-song album about movie directors) called once, but he didn’t realize who it was until too late, and the conversation was awkward.
What he's done:
Largely, though not entirely, on the strength of such songs, Farley has managed to achieve that most elusive of goals: a decent living creating music. In 2008, his search-engine optimization project took in $3,000; four years later, it had grown to $24,000. The introduction of Alexa and her voice-activated sistren opened up the theretofore underserved nontyping market, in particular the kind fond of shouting things like “Poop in my fingernails!” at the computer. "Poop in My Fingernails," by the Toilet Bowl Cleaners, currently has over 4.4 million streams on Spotify alone. To date, that “band,” and the Odd Man Who Sings About Poop, Puke and Pee, have collectively brought in approximately $469,000 from various platforms. They are by far Farley’s biggest earners, but not the only ones: Papa Razzi and the Photogs has earned $41,000; the Best Birthday Song Band Ever, $38,000; the Guy Who Sings Your Name Over and Over, $80,000. Dozens of others have taken in two, three or four digits: the New Orleans Sports Band, the Chicago Sports Band, the Singing Film Critic, the Great Weather Song Person, the Paranormal Song Warrior, the Motern Media Holiday Singers, who perform 70 versions of “We Wish You a Merry Christmas,” substituting contemporary foods for figgy pudding. It adds up. Farley quit his day job in 2017.
“People like to criticize the whole streaming thing, but there’s really a lot of pros to it,” he said. Indeed, in 2023, his music earned him just shy of $200,000, about one halfpenny at a time.
Movies too:
And he makes movies: microbudgeted, determinedly amateur but nevertheless recognizably cinematic features starring himself and his family and friends. (They feature a spectacular array of New England accents.) In most, Farley plays some version of himself, a mild-mannered, eccentric hero projecting varying degrees of menace. Farley and his college friend Charlie Roxburgh are in the midst of a project in which they have resolved to release two full movies per year. The model, Farley said, was inspired by Hallmark Movies: “If this movie stinks, good news, we’re making another in six months!” Their most popular work remains “Don’t Let the Riverbeast Get You!” (2012), a charmingly shaggy tale of a cryptid threatening a small New England town. It features Farley’s father as a big-game hunter named Ito Hootkins.
Farley’s persona is simultaneously grandiose — “I really do think I’m the greatest songwriter of the 21st Century,” he told me — and knowingly self-effacing.
On method:
The umbrella name that Farley uses for all his outputs is Motern. He made the word up; or rather, he seized on what he felt was its strange power after misspelling the word “intern” in what he had planned to be a 10,000-page novel. To Farley, creativity has always been a volume business. That, in fact, is the gist of “The Motern Method,” a 136-page manifesto on creativity that he self-published in 2021. His theory is that every idea, no matter its apparent value, must be honored and completed. An idea thwarted is an insult to the muse and is punished accordingly.
So what?
Mostly I was trying to figure out whether I thought Farley was a bad guy. Did his scheme represent the inevitable cynical end product of a culture in the grips of algorithmic platforms? Or might it be a delightful side effect? Was his work spam or a kind of outsider art? Was he just the Poop Song Guy, or was he closer to Steve Keene, the Brooklyn-based, Gen-X-hipster-approved painter of over 300,000 works who has been the subject of books and museum retrospectives?
What the future holds:
Among other topics Farley told me he planned to tackle in future albums were: colleges, household items, tools, musical instruments. I had planned to ask what categories haven’t worked, but what had become clear by then is that the idea of any one song, or even album, hitting the jackpot isn’t the point. Even after Spotify’s recent announcement that it would no longer pay royalties on songs receiving fewer than a thousand streams, Farley’s business model rests on the sheer bulk of his output. And so does his artistic model. Whatever the dubious value of any individual song in the Farley universe, it’s as part of the enormous body of the whole, the magnum opus, that it gains power. This is especially true when you consider that an artificial intelligence could conceivably produce 24,000 songs, Farley’s entire oeuvre, in about a day, a fact that gives his defiantly human, even artisanal, labor a kind of lonely Sisyphean dignity. Whatever else Farley’s work is, it is not AI — even when it barely seems to be I.
Farley's production function:
These days, he sets himself a relatively light goal of one 50-song album a month, recorded in a spare bedroom in his house. (Fifty tracks is the limit that CD Baby, which Farley uses to distribute and manage his music, allows, a regulation that may or may not have something to do with Farley, who used to put as many as 100 on an album.) Once he reaches his quota, he begins the tedious work of checking the levels of each song, entering titles and metadata (genre, writer, length, etc.), creating an album title and cover art (nearly always a selfie) and uploading the package one song at a time.
Farley showed me a worn, green spiral notebook in which he meticulously tracks his output and earnings. From Spotify, he earns roughly a third of a cent per stream; Amazon and Apple pay slightly more on average: between a third and three-quarters of a cent. TikTok, on the other hand, pays musicians by the number of videos featuring their songs and is thus immune to Farley’s strategy; when Kris and Kylie Jenner recorded a video of themselves dancing to Farley’s song about Kris, millions of people saw it, but Farley earned less than 1 cent.
There's more at the link, but do you really need more?
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