Breaking free from convention
Alright, here’s a tale that’ll perk up every musician’s ears. Latin pop stars Danna and Hoyer have chosen to toss aside the playbook and embrace indie, setting up their own label, One Percent. Forget the major label machinery — these artists are taking their longboards out beyond the waves, carving their unique path through the industry tides.
After spending years riding the high of commercial Latin music with big-name labels, Danna — who’s already amassed platinum records and red carpet moments — feels it’s time to seize the reins of her own creative journey. Hoyer, who’s produced for some top reggaeton and trap artists, wasn’t interested in riding the same tired current either. So they ditched the conventional scene, boards at the ready, to create something that prioritizes artists first.
“We realised that in order to fully pursue what we love, we needed to stop seeking permission,” Danna expressed, sounding as if she’s just caught the perfect wave at Snapper Rocks.
The duo believes the Latin music scene is still holding onto outdated frameworks — you sign, they choose. But they’re rewriting the narrative, wagering that fans desire more than just algorithm-generated hits. They’re banking on authenticity, and they’re not alone. An increasing number of artists are shedding the label constraints and taking the helm of their own musical journeys. It’s about time — nothing is worse than being trapped in a barrel with no escape, mate.
One Percent isn’t merely a catchy title. It’s a playful reference to the few artists brave enough to go against the grain, take charge, and create their own empire. These two aim to demonstrate that a mega-label isn’t necessary for making a mega-impact. Honestly, it’s a bit motivating — like witnessing Kelly Slater ride a wave nobody else even anticipated.
The vision driving One Percent
So what’s the strategy behind One Percent? Well, Danna and Hoyer aren’t just improvising — they have a definite vision, and it’s as clear as a freshly waxed surfboard. The ultimate goal is to create an environment where artists can truly thrive, create without limitations, and retain ownership of their work without relinquishing control. Imagine it like an open break with no drop-in line — just pure, smooth waves for anyone bold enough to venture out.
They’re not simply signing any talent that comes along, either. The label focuses on fostering voices that have been marginalized — musicians who have the talent but lack the support. Danna believes the industry has been missing out by ignoring those artists who don’t conform to the standard mould. With One Percent, they’re flipping that narrative like a 180 on the lip — returning power to the creatives and letting the music speak for itself.
“We’re not aiming to be the largest, we’re striving to be the most authentic,” Hoyer remarked, like a guy who understands the significance of a solid bottom turn.
The duo is also emphasizing transparency. No more illusions, shady contracts, or royalty arrangements that resemble a sudoku puzzle. They’re committed to keeping it straightforward, equitable, and focused on sustainability. Let’s face it, that kind of honesty is hard to find in an industry often cloudier than a reef break after a storm.
- Artists retain creative control — no executive overreach.
- Revenue sharing is transparent and straightforward — no deceptive practices.
- Artist development is essential — no throwing you into the deep end without support.
It’s still early, but One Percent already has the feel of a grassroots movement with significant potential. And for Australian musicians watching from the sidelines, it serves as a fantastic reminder that the future of music may not rest in the hands of business executives after all — it’s in the hands of those who live and breathe the art. Cheers to that, mates.