Troye Sivan is this little Australian YouTuber who has kind of taken the new music scene by storm lately. With over 1.5 Million followers on Twitter, he already boasts quite an impressive fanbase just from his short, quirky videos. Already having a huge number of supporters gave him an awesome advantage when it came to releasing his first EP, TRXYE. Troye kept the whole project a secret up until VidCon [a conference for YouTubers and their audience] this year. He hadn't even told his fans about his record deal with EMI Australia [a Universal Australia label]. Doing so created massive hype around the EP that would be released shortly. The most interesting thing about the project is that it is so well thought out. It has a visual aesthetic and a sound that is very cohesive. Troye even says in one of his recent videos that he has had this specific sound and look in his head for a long time. He was excited to create a complete package for his fans. Everything about the project is pretty striking and memorable. Even the cover art has become sort of iconic. It's an image of Troye's face with a paint stripe across his eyes with "TRXYE" overlaid. Fans and other well-known YouTubers [like Tyler Oakley] have edited the image to add their faces. A website has also been created where you can create your own icon. Involving everyone in the project makes them feel apart of it and even more excited for the music.
Soon after originally announcing the EP, Troye released the single Happy Little Pill through soundcloud on his Tumblr. He later put out a lyric video true to the TRXYE aesthetic. Because Troye is so versed in online culture, he was able to reach his fans in a very familiar way. All of his social media platforms are synched up and the TRXYE brand is cohesive across all accounts. Not surprisingly the single reached number one in several countries and charted in the US. Preorders are now available for the EP through iTunes. I wouldn't be surprised if the EP charts as well when it is officially released in a few days on August 15th. In the meantime, check out his new video for Happy Little Pill...
Until next time, happy listening!