Building a career in the music industry isn’t for the faint-hearted – something singer/songwriter Josh Savage knows all too well. “I couchsurfed for three years to make the dream a reality,” he recalls.
Feeling the effects of Brexit and London’s rising cost of living, Josh relocated to Berlin, where he’d already gained a dedicated fan base. After trailing it for three months, it became clear that his sell-out shows and more manageable living costs meant he could pursue music full-time, and five years later, he’s still there.
With his geographical situation sorted, he turned his attention to making a tangible income through music by releasing his latest album, Love Letters, as an NFT collection. It went on to become the UK’s number-one music NFT collection and has since generated over £120,000 in revenue – the equivalent of over 48 million streams on Spotify. “Releasing Love Letters as an NFT collection was a revolutionary experience,” Josh explains. “It’s much more rewarding and meaningful than just releasing MP3s on Spotify and hoping a single hits a playlist. It fosters a deeper connection with my fans and allows us to grow together.”
Sound-wise, Love Letters combines Josh’s signature folksy roots with an engineered beat. Lyrically, the album takes inspiration from handwritten love letters that Josh exchanged throughout lockdown, prompting the release of 888 artwork pieces featuring snippets from the songs. “They add a unique collectible element to the album, making each piece a tangible representation of the music and the emotions it evokes,” explains Josh.
Now in the process of writing his next EP, we chatted to Josh about Love Letters, his time on the road, and how he’s pioneering the way for other musicians and artists to make a living by doing what they love.
Thank you so much for chatting to us, how are you doing?
I’m doing well, thank you! I’m currently enjoying the Berlin summer and laying the building blocks for what’s shaping up to be another exciting year.
Let’s start at the beginning, can you tell us a bit more about your early life and how you got into music?
I was raised in Paris for 12 years and my parents are big music fans. I found my passion for music in choir, singing in Latin, French, German, and English every Sunday morning at Church. When I moved to Winchester at 12, I was headhunted for the National Children’s Choir of Great Britain and became the soloist, which led to my first tour around Australia and New Zealand. That’s where I got the bug for music.
When my voice broke, I got inspired by Coldplay’s first album and I started writing my own songs. After studying classical music at the University of York, I went on a gap year, touring as much of the world as I could and playing every single show that I could.
It went way beyond my expectations, and I’m still on my gap year several years later. I couchsurfed for three years to make the dream a reality.
What was it like for you in those early days trying to launch your music career? Did you ever have doubts?
Absolutely. But I was taught to have an open mind and try everything. I have an obsessive need to learn, to push myself outside my comfort zone, and to do a little bit of something new every single day.
When did you move to Berlin and what was the reason behind the move?
I moved to Berlin in the wake of Brexit. My Spotify stats pointed me here, so I tried it for three months and I’m still here five years later. Every show would sell out and because of Berlin’s lower cost of living compared to London, I could pursue my dream full-time.
What’s the songwriting process like for you? Do you write anywhere and everywhere or do you tend to follow more of a structure when writing?
I aim to keep it fun, which involves trying new things and different instruments, especially when it starts to feel monotonous. I usually start with a melody to fit what I’m feeling and build the lyrics from that. I avoid structure when I’m in the writing phase – it’s more like throwing paint at a canvas and seeing what sticks. I aim to create more than necessary, coming up with a pile of mostly crap before finding the gems in editing mode. I’ll trim out the fat and puzzle the structure together from that.
What’s hard now is finding time to write, so I have to be strict with myself to commit to certain times like first thing in the morning. There’s nothing scarier than a white blank page so I try out brainstorming with ChatGPT now and again before delving into the songwriting process.
Which artists inspire you musically?
Artists like Coldplay, Snow Patrol, Imagine Dragons, RY X and Ed Sheeran’s work ethic have been a huge inspiration for me.
Can you tell us more about the story behind Love Letters and the inspiration for each of the tracks?
Each track on Love Letters tells a unique story, capturing moments and memories of the time when I wrote letters to my penpal on the other side of the world, who I now live with in Berlin.
- Young Fools is a reflection on my 20s, a nostalgic look back at the adventures and missteps of youth, questioning whether I made the most of that time.
- In Too Deep captures the exhilarating and terrifying moment of falling irrevocably in love.
- Compass In The Dark is a poignant exploration of the challenges and longing in a long-distance relationship.
- Someone To Miss is about shifting perspective on the transient nature of relationships, learning to appreciate the moments shared rather than mourning their end.
- Don’t Mind The Rain is my ode to England and my time living in a warehouse of 14 people on Fountayne Road in Tottenham, a celebration of resilience and finding beauty even in the gloomiest days
- Stay Away is a vulnerable confession of the fear of disappointing a loved one, and the instinct to push them away to protect them.
- How Far I’ve Come is a reminder to myself to appreciate the journey so far, to not get too caught up in where I want to be and forget how far I’ve come.
- Imprint is about treasuring the fleeting encounters with strangers that leave a lasting imprint on our lives.
You released the album as an NFT collection – can you explain a little more about releasing music as an NFT collection and why you chose to do it that way?
Releasing Love Letters as an NFT collection was a revolutionary experience. It’s much more rewarding and meaningful than just releasing MP3s on Spotify and hoping a single hits a playlist. It creates a deeper connection with listeners and has been financially rewarding for me, my team, and my fans. It’s like a digital collectible with superfan perks, providing exclusive access to my weekly livestreams, community game nights, custom songs, free tickets to my shows for life and more. It’s a testament to the power of innovation and community in the music industry.
Can you tell us more about the 888 pieces of artwork that were created and how they tie in with the album?
The 888 pieces of artwork are handmade letters featuring lyrics from the songs with different traits. I like to compare it with collecting Pokemon cards. They add a unique collectible element to the album, making each piece a tangible representation of the music and the emotions it evokes. Each piece is a labour of love, a physical manifestation of the passion and dedication that went into creating the album.
Do you have a track from the album which you’re most proud of and why?
That’s like picking my favourite child, but How Far I’ve Come is definitely up there. It represents my journey and serves as a reminder of why you keep going in your darkest times. It’s a testament to resilience, to the power of perseverance, and to the beauty of growth. It’s a song that encapsulates my journey, and every time I perform it, I’m reminded of how far I’ve come and how much further I can go.
How has your music evolved from your earlier albums to Love Letters?
My music has evolved from being primarily acoustic and folky to incorporating more electric and produced sounds. This evolution has allowed me to better translate my ideas into music. Love Letters is a testament to this growth, showcasing a richer, more nuanced sound that still stays true to my roots. I love to keep learning and exploring, and pushing my limitations.
I also wanted to touch on Carry Me Home. What was the inspiration behind that song and can you explain a bit more about how you’ve used it to fundraise for your US work visa?
Carry Me Home is a song about leaving home to pursue my dream. It’s a tribute to all those who’ve supported me on my journey. I used it to fundraise for my US work visa, symbolising my journey and the support I’ve received along the way. It’s a song that encapsulates the hope, fear, and determination that comes with chasing a dream, and it served as the perfect anthem for my fundraising campaign.
Which song would you say is the most personal or emotional to you?
Golden Days is one of the most personal and emotional. It’s a song about loss of your past self sparked by my family dog’s passing. I felt that the opening line ‘I had a dog once’ was so ridiculous that I shelved it for two years. I almost never released it until I had to play a two hour set for a show. I pulled every song from my catalogue and this song stood out. That inspired me to record and release Golden Days, which is now my most played Spotify song.
Let’s chat about the Living Room Tour…
Oddly enough, performing in living rooms is scarier than performing in arenas with 1000s of people! It wasn’t just about playing songs in someone’s living room, it was about forging deep, meaningful connections, sharing intimate stories, and creating lasting memories. Each living room, with its unique energy and vibe, became a stage for a new adventure, a new story to tell.
Being welcomed into people’s homes and sharing my music and my journey with them was an incredibly humbling experience. It was a vivid reminder of how music can bring people together to create a sense of community and connection that transcends borders and cultures.
This tour was a unique way to see the world with little overheads, to meet beautiful strangers who soon became friends, and to discover the profound kindness of people.
Do you have a core memory from the Living Room Tour that’s stuck with you?
One memory that certainly stands out is when I received an email from a fan named Alfredo in Mexico. He asked me to play a show there, and all I said he needed to do was book my flight and arrange the show. The next week he did just that. I took a leap of faith and went for it.
When I arrived, I was greeted by a crowd of 200 people who were there to listen to my music. It was a surreal moment, standing on the other side of the world, playing my songs to people who connected with my music. It not only expanded my horizons but also reinforced my belief in the power of music to connect people, regardless of geographical boundaries.
Speaking of tours, you opened for Robbie Williams and Snow Patrol, what was that like?
Opening for Robbie Williams and Snow Patrol was a dream come true. It was an affirmation of the hard work and dedication I’ve put into my music, and a surreal experience to share the stage with artists who’ve inspired me. It was huge for me as an independent self-managed artist.
What would you go back and tell yourself when you were right at the beginning of your career?
Trust your instincts. Invest in mentors.
If you could change one thing about the music industry, what would it be?
I would love to see the music industry become more decentralised and less gatekept. We’re already seeing this shift with the rise of Web3 and the opportunities it presents for artists to connect directly with their fans and retain creative control over their work. In the current music industry model, artists cannot flourish and labels are taking little to no risks, making innovation extremely hard for musicians today. Web3 is changing that. Creators can also get more leverage today and get their fair share, and fans will benefit more too.
What’s coming up next for you and what are you most excited about?
I’m currently working on a new EP and planning a tour for next year. I’m also launching a Music NFT podcast called GM Good Music, which I’m really excited about. It’s a platform for me to share my journey and introduce fellow pioneers, and inspire others to believe that their dreams can come true. I’m looking forward to continuing to make music, connect with my fans, and explore new opportunities in the music industry. I’m also excited to grow with my Savage Degens community of holders, and work together for the future and the next wave. It’s going to be a wild ride, and I can’t wait to see where it takes us.
Josh’s album Love Letters is out now
