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Cindy Lee’s latest album, Diamond Jubilee, has taken the music world by storm with its unique blend of ’60s girl-group pop songs and ’90s DIY recordings. Since its release on March 30, the album has garnered critical acclaim and a perfect score of 9.1 from Pitchfork, making it one of the most talked-about releases of the year. What sets Diamond Jubilee apart is not just its haunting sound, but also the mystery surrounding its arrival in the digital age of music.
Unlike many modern albums, Diamond Jubilee is a two-hour long masterpiece that is only available for download on Geocities or as a single YouTube video without track time-codes. With no Instagram ads, TikTok challenges, or sponsored content, Cindy Lee has managed to sell out most of her upcoming tour dates, including shows in Toronto and Montreal. The buzz surrounding the album has been so intense that the May 17 show in Toronto had to be moved to a larger venue to accommodate the demand.
Denholm Whale, who works with Transmit Presents, the Toronto promoter behind the Cindy Lee concert, has been booking Cindy Lee for over a decade. He notes that the album’s success is reminiscent of a bygone era in indie rock when artists could achieve runaway success without conforming to industry standards. Cindy Lee’s indifference to the industry norms has resonated with fans and industry insiders alike, leading to a surge in ticket sales and online buzz.
When Diamond Jubilee was released, Whale saw ticket sales increase from a few per day to thirty-ish, with a Pitchfork review causing a massive spike in sales. Dice, a ticketing platform, also played a role in managing ticket sales and preventing resales. Even with the 450 people on the waitlist after the initial venue sold out, the demand for Cindy Lee’s show was clear, prompting Whale to move the concert to a 1200-capacity venue, where 600 more tickets were sold immediately.
While online hype can certainly help boost ticket sales, Whale emphasizes that predicting the success of a show is often unpredictable. He cites the example of Molchat Doma, a Belarusian band that saw their popularity surge on TikTok, leading to sold-out shows even during lockdown. However, it is rare for a two-hour album like Diamond Jubilee to break out without a viral moment, making Cindy Lee’s success even more remarkable.
The impact of Diamond Jubilee extends beyond its commercial success, serving as a reminder of the power of good music and artistry in an era dominated by branding and self-promotion. As artists and labels grapple with the challenges of breaking through the online noise, Cindy Lee’s unorthodox approach to releasing an album has struck a chord with fans and industry insiders. The album’s success suggests that there is still a desire for music to find its audience through authentic artistry and a sense of community.
In a music landscape saturated with digital marketing tactics and streaming strategies, Cindy Lee’s Diamond Jubilee stands out as a testament to the enduring appeal of genuine, heartfelt music. As Whale reflects, “Good music and good art does prevail sometimes, if the right people hear it.” If you haven’t already, make sure to download or stream Diamond Jubilee to experience this musical phenomenon for yourself.
