His success has been completely due to the leveling of distribution with the Internet. Because those barriers have been broken down, online sales have been amazing. His first album was a free download and everything since then has been focused on the digital side of things. All of our media primarily focuses on the digital. It’s that social profile… releasing things digitally, through Facebook, Twitter, Myspace (though that has kind of dwindled). These barriers are broken down due to the Internet. It’s not fixated on retail; it’s not fixated on major labels. Because of that, an artist like Sonny can accelerate this rapidly. Multiple Grammy nominations in two years or less! No marketing, no push at all, just connections with fans in a true way.
You look up to your heroes and you shouldn’t be intimidated by them; you should be inspired by them. Don’t look up at the poster on your wall and think, “Fuck, I can never do that.” Look at the poster on your wall and think, “Fuck, I’m going to do that!”