15 Minutes In The Algorithm - The Reytons
The Reytons: How an independent band made it to the top
In today's fast-paced world of new music, artists come and go in the blink of an eye. The rise of TikTok has made it easier for artists to gain overnight fame, but just as quickly, it can take away their audience with its ever-changing algorithm. It's a sad reality for many artists, as it's a great way for them to market themselves independently, but it can also be draining and rewarding.
The Reytons, a band that started making music in 2017, just as the TikTok trend was beginning, have managed to stand the test of time. They remain independent and have managed to make it outside of the overnight success of social media. It's been six years since their debut EP, and in 2021, they released their debut album that hit number 11 on the UK charts. Last week, they released their sophomore album, which looks set to hit number one tomorrow.
Unsigned, paid for by themselves, and living through the Covid era, The Reytons have managed to produce indie music that isn't even close to the trend of music right now. Yet, they've managed to get there through a mix of quality live shows, a dedicated fan base, and a commitment to their image. Their independent status matches their identity of singing about the working class, those who don't look for handouts but make things happen themselves. And the music matches the sound you might expect from South Yorkshire, but these guys are trying to form their own identity and the identity of a sound of their hometown of Doncaster.
I was lucky enough to catch them at a festival last year in Nottingham, and you could feel the energy in the crowd when they performed. They weren't the headliners, but everyone knew every lyric, and it was obvious that over those six years, they have connected with people 1 by 1. And those kinds of connections don't fade, you see indie bands rise and fall in the space of a year. After having their first number 1 tomorrow, this band looks here to stay.
Playing on the 15 minutes of fame from time gone by, it sets the tone for what to expect from the rest of the record. Our One of One today, The Reytons with 15 Minutes In The Algorithm.