![]() I think Middle Of The Night was lightning in a bottle. "We were convinced that Running Up That Hill would do the same thing – and it kind of didn't. ![]() “It went so viral that we were like, ‘Alright, we said we were done with covers, but Happier Than Ever and Middle Of The Night did some serious numbers on TikTok and Spotify’. “That’s why we did it – it was the Stranger Things thing,” he nods. After the renewed interest and chart position of Kate Bush’s 1985 single Running Up That Hill due to its prominent feature in season four of Stranger Things, Loveless piggybacked off the renewed attention in the track with a rock cover. Some of their covers have more success than others as the band experiments with what resonates on socials or not. It's all very cool, but it's all based on 30 second covers that I made on the internet.” “We're in the system and now people pay attention to us. ![]() “I guess we're a band now,” he says on picking a management company. Loveless were inundated by record labels requesting specific covers and managers wanting to work with them. I came back and there were a million notifications.” We posted it and I didn't check my phone for about five hours. I heard that and I knew where it was going. I’d been hearing the song a lot on TikTok, so wanted to do a cover, and I remember making the video and thinking it might be something special. “Elley posted her song and it got 100 million streams. They’d been uploading music for about a year until their cover of Duhé’s Middle of The Night changed everything. Just six months after meeting and quickly forming a friendship, Comeau and multi-instrumentalist Dylan Tirapelli-Jamail officially formed Loveless in 2020. “I’m constantly trying to be creative and flex those muscles,” he says, “because I do think it's a muscle: you have to practise and be doing it all the time or you lose it.” He usually makes two or three videos for socials a day. TikTok and Instagram is the new way to market music to a young, scroll-addicted demographic, and he’s giving the people what they want. I guess I'll just become an Oscar-winning actor and then people will care about my music.’”Ĭomeau’s methods of getting the band’s music into the social spotlight may seem calculated, but the results speak for themselves. “I remember reading years ago that Jared Leto decided to go into Hollywood because people weren't taking his band seriously. ![]() ![]() I'll sell the Sunset Lamp if that means that people care about my band more,” he laughs. “A lot of people are afraid of that – they want the mystique and the image of, ‘I'm a rockstar,’ but for me it's like, ‘I don't care. “There's way more power in being an influencer than there is being a rock star,” shrugs Comeau. In a very short amount of time, the band has racked up 1.9 million followers on the platform and over two million monthly Spotify listeners. We navigated social media and the world of social media has eclipsed the music industry,’” says Comeau – singer, songwriter, producer and one half of alt rock-pop band, Loveless.Īfter exploding onto the Billboard charts with their emo version of Elley Duhé’s Middle of The Night, they’ve been busy feeding the algorithm with relentless 30-second cover videos of whatever song is trending in the charts or elsewhere on TikTok – and it’s working. “People ask me, ‘What's it like navigating the music industry?’ I’m like, ‘Well, we didn't really navigate the music industry. Julian Comeau explains why he’s just fine with that. Loveless are a 2000s emo band for the TikTok generation. ![]()
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