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MorMor Announces Debut Album ‘Semblance’, Shares Video for New Single ‘Chasing Ghosts’

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Toronto’s MorMor has announced his debut album, Semblance, which will arrive on November 4. To accompany the announcement, he’s unveiled the new single ‘Chasing Ghosts’, along with an animated visual by Otto Tang. Check it out and find the album artwork and tracklist below.

Talking about the ‘Chasing Ghosts’ video, MorMor said in a statement: “I felt that this character was from a similar world to the one that we had built for ‘Don’t Cry’; therefore I decided to use this medium to tell the story. There’s a certain limitlessness when it comes to animation that I deeply appreciate. It is possible to create worlds that are not confined to the same kind of logic that exists outside of this medium.”

Semblance will include the previously released singles ‘Seasons Change’ and ‘Far Apart’. MorMor’s Some Place Else EP came out in 2019.

Semblance Cover Artwork:

Semblance Tracklist:

1. Dawn
2. Seasons Change
3. Far Apart
4. Here It Goes Again
5. Days End
6. Crawl
7. Chasing Ghosts
8. Don’t Cry
9. Lifeless
10. Better at Letting Go
11. Quiet Heart

Watch The Smashing Pumpkins Perform ‘Beguiled’ on ‘Fallon’

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The Smashing Pumpkins stopped by The Tonight Show Starring Jimmy Fallon last night (September 23), performing their latest single ‘Beguiled’. Watch it below.

‘Beguiled’ is the first preview of the band’s upcoming project ATUM, a 33-track, three-act rock opera that acts as the sequel to 1995’s Mellon Collie and the Infinite Sadness and 2000’s Machina/The Machine Of God. Act 1 will be released on November 15, with Act 2 to follow on January 31, and the final act arriving on April 21 along with a special edition box set.

Artist Spotlight: Jackie Cohen

Los Angeles singer-songwriter Jackie Cohen has been making records for half a decade, releasing her first solo EP, Tacoma Night Terror, Pt. 1: I’ve Got the Blues, in 2018. A native of the San Fernando Valley, Cohen moved to New York to study literature and creative writing at Marymount Manhattan College, using the poetry she had been writing in classes to experiment with songwriting. Foxygen’s Jonathan Rado and the Lemon Twigs’ Brian and Michael D’Addario co-produced her debut EP, which was then paired with the Tacoma Night Terror Part 2: Self​-​Fulfilling Elegy EP a few months later. Another full-length, the playful and vibrant Zagg, arrived the following year on Spacebomb Records.

After completing her tour in support of Zagg, like many of us at the start of the pandemic, Cohen found herself in a precarious situation. She was going through what she describes as a “horrible personal crisis,” and with no way to fight the pain, saw no choice but to disguise and crawl into it. Without the backing of a label, she started working on a batch of songs with no expectation that they would ever see the light of day. She ended up recording her third record, titled Pratfall and released today via Earth Libraries, with just two collaborators, her husband Rado and engineer Rias Reed, between October 2020 and January 2021 at Sonora Recorders. The result is an album at once haunted and bewitching, full of lush instrumentation and violent imagery that Cohen dives right into, allowing herself to be spiteful and irreverent and longing and hurt. “If I use my eyes/ I might recognize a bridge that’s been burnt,” she sings on ‘Some Days’, but in that moment, all she can do is stare at the flames.

We caught up with Jackie Cohen for this edition of our Artist Spotlight interview series to talk about growing up in the San Fernando Valley, the process of making Pratfall, the title of the album, and more.


How are you feeling with the release of the album coming up?

I’m really nervous, honestly. I’m nervous in a different way than I’ve ever been before, putting music out. It’s been three years, and it feels really strange coming back. I think a lot of people have been feeling that way, like there’s this huge gap, and you don’t really know what happened. Before the pandemic started, I was sort of in high gear, things had just started rolling for me. And I was kind of deciding, “What’s next? I’ve been touring my ass off for a year and a half, where do we go from here?” And then everything just stopped. And trying to pick back up a couple years later, and way more mentally ill [laughs], feels really weird and I don’t really know what to expect or how to feel about it. But I am excited to finally be getting this record out, because when I was making it, I was like, “Hell yeah, this is the best record I’ve made.” And so it’s this really weird feeling of, I’m very excited to share these songs, but I’m also really scared of putting it out.

The studio where you recorded Pratfall was just a 30-minute drive from the San Fernando Valley, where you grew up. Around the time you were making the album, and especially when you wrote ‘The Valley’, had you already been reflecting on your upbringing?

I think the reason why I felt compelled to write that song at that time was because I was suddenly stuck at home for the first time in many years. I grew up in the Valley, I went to school right away in New York, and before I was done graduating, I’d already started touring. When I left New York, I did technically move back to the Valley, but it was more of a crash pad than a home experience. I was touring so much for so many years, and there were always like nine dudes sleeping on the floor, and there was a studio in the backyard. And so we’d go for a couple months and then come back for a month, maybe I would get a holiday job or something, and then we’d be gone again. And it wasn’t really until the pandemic started that I had to sit around and be at home, in my hometown, for an extended period of time, and consider the possibility that I may be there for a while.

Right before it had started, I took a job at a bakery right around the corner from where my parents live, and I worked there for a couple of months. And I was trying to figure out what my next moves were. I had these delusions of becoming a baker, I thought I was going to go learn to be a baker at this bakery. But really, all they let me do was make coffee and work the cash register. My parents would show up and pretend to be anonymous customers, just when they were bored. [laughs] So I went from never stopping, being in constant motion all the time, we were back and forth internationally so many times in just a couple of years, and then suddenly I had to stop and be very still for a long time. It was sort of the first time I stopped and thought about where I came from.

You use the phrase “home experience.” Would you say you’re closer to understanding what that means for you?

I definitely understand a lot more about myself than I think I thought I did. Not everyone feels this way, probably, but I think a lot of people think that they did a good job of, like, not turning into their parents, or somehow you escaped the generational curse or whatever, the culture that you’re trying to get away from when you’re really young. A bunch of things happened over the past couple of years in my life, and I started therapy, like many have. And you find out that you’re like 99% made up of all the things you thought you’d avoided. You didn’t escape it, you didn’t avoid it. You’ve made all of your decisions throughout your entire life from a mindset that developed in your childhood home. So this year has been a really big year for me coming to terms with the fact that all of my decisions did not come from where I thought they were coming from. [laughs] I did not outsmart my genes. I did not outsmart my childhood.

Given the fictional nature of a lot of your lyrics, was it daunting to speak so directly from your experience on ‘The Valley’?

All of my songs are a little bit fictional and a little bit nonfictional. Not everything that I write is completely confessional, but it’s all based in real feelings and real experiences, often an amalgamated experience of many things that sort of add up to an emotion that is true. For this song, it’s not veiled at all, and I was legitimately scared to write some of it. I sort of asked my sister permission to use some of the verbiage that I used, because some of it’s direct quotes. And I felt really scared of putting it out or showing my parents – my parents always have something to say about whatever it is I’m doing, they always offer me their opinion. And I was really afraid of offending the family, even though it’s a tender song. I don’t think that I’m being mean, but I still felt weird about directly addressing my sister and my parents. But everyone really liked it. My sister thought it was really funny to talk about, you know, the family nose job culture. And my dad sent me a long text after the song came out – my dad’s really funny, he texts in long paragraphs, and he wrote this nice message about how he thought it was nice poetry or something. And I was like, “Okay, phew. I’m not exiled. Everything is gonna be fine.” [laughs]

The line that I feel like sums up all of it is, “The whole thing makes me dizzy.” At that point, it feels like you’re not sure if that whole thing is the past coming back to haunt you or the uncertainty of the future, or if it’s the present.

It’s really shocking sometimes when you realize how you’ve got a body part in so many different points in time in your life. People are always talking about being present, it’s like you find your peace by centering and becoming present in the present moment. But I don’t know, I feel like I’ve got my foot stuck in an elevator in the past, and then I’m also just attached to a couple years ago. That’s how people feel things and think about things. It’s not linear. And it can be really stressful, to feel your entire life all at once. But it’s also kind of important to do it at some point.

It’s not surprising to me that that’s one of the more collaborative songs on the album. All the different artists that you brought in – Natalie Mering of Weyes Blood, Shaun Fleming, and Marly Ludwig, who directed the video – are also from the Valley. I’m curious if you spent any time talking about your experience together.

The thing about people from the Valley is that we never shut up about the Valley. [laughs] We’re all completely obsessed with talking about the Valley and being from the Valley. It’s such a weird little town, it’s a strange area. And it’s right below Los Angeles, so we’re also really defensive of the Valley, because kids who are from LA proper hate the valley, like the Valley’s uncool or whatever. Valley kids are like, “Absolutely not, LA is horrible. We love the Valley.” And we spend all of our time talking about, like, little restaurants and frozen yoghurt shops that we’re not sure if they existed or not, but like, “No, we both remember that, that was real.” And, “There is a little restaurant that also had open mics, did you ever go?” “Yeah, absolutely, I remember going on the weekends after soccer practice” or whatever. We love our landmarks. We love the experience of growing up in that weird little bubble. It seems almost out of date. Everything in the Valley feels pretty unchanged. And so, getting all of those Valley kids in a room together to just talk about, like, a park that we all went to and probably bumped into each other at some point before we knew each other. It’s really nice to know some people who remember those things.

I think that the only reason why I’m even in music to begin with is because I like having community around me. I’ve been told a few times, like, “Maybe you should just work at a summer camp if that’s really all you’re after, you just want to be surrounded by your friends.” [laughs] But I think that because everything has sort of been like a summer camp experience for me, I think it’s made my records really fun.

Speaking of collaboration, I love that Peanut is credited with “rhythmic bark barks” on the title track.

[laughs] It’s so cute. We were at this studio – Peanut’s actually right here – and she was just a puppy, just a little baby girl. She was so small when we got her, I could carry her around in a tote bag. And she came to the studio every day. She’s in the background of so many indie rock records that came out of that studio, it’s crazy. And there was this big parking lot outside, gated off, and it was right off of a major Boulevard in Los Feliz, so there’s always people walking by and cars and a lot of commotion. And she’d go out there and bark, she’d just be losing her mind. And we couldn’t catch her, she was going through her rebellious puppy phase. We spent hours and hours over the course of this record just the three of us triangulating her in the parking lot, trying to catch her because she would just be out there barking her head off. And I think it’s so funny that on that song, we did not have to manipulate the barking at all. She was barking perfectly in time. And I feel like like when I tell people that, there’s a little bit of eyebrow-raising, like, “Really, you didn’t shift it at all?” No, she was singing along. [laughs] She’s gifted.

I mean, she’s been in the background of so many indie rock records.

I know. She would stand on the board and ride the faders, you know? She’s an indie rock dog.

I believe you, I’m not going to question that further. What got you thinking about the title of the album, Pratfall?

I think I decided on the title after I wrote the song ‘Pratfall’. I use that term in a lyric. And when I wrote that song, I kind of realized that that had been the theme of my life during that time, was just trying to learn how to fall down gracefully, or in a way that would not completely break my body. I went through a couple of years where I did take a pretty gnarly fall in my life, and I didn’t really want anyone to know. I didn’t want to be perceived as being injured or messed up or of having made a mistake. Pratfall means a lot of different things, but for me, at that moment, it kind of just meant trying to make a bad fall look intentional, so that people don’t panic. Because people get really upset and nervous when they see someone get hurt. And it’s always sort of been my role in my life, to be a person that keeps it together for everybody. And when I couldn’t do that anymore, I spent a lot of time just sort of limping around, trying to act like nothing had happened.

I also wanted to make something good out of it. I was trying to work through it by making the record. And so, I had this idea of like, “Yeah, I fell down on my ass really hard, but I’m gonna make it look good.” And that was sort of the thesis of the record, like, “Ow, but ta-dah!” So it worked in some ways, and in other ways it didn’t work. In other ways, I just didn’t tend to a really big boo-boo for a while. [laughs]

There’s a comedic aspect to the pratfall, and in the context of this metaphor, it makes me think about how a lot of times, when when you’re going through that fall, there’s an urge to kind of laugh it off. To make it seem like a joke, which isn’t healthy. But the relief from the actual rise can also feel funny in a good, cathartic way.

Yeah, sometimes something is just so messed up that it becomes hilarious. There’s often comedy and tragedy. I’ve always done my best to be silly or funny about the things that are stressful in my my life. I always try to laugh it off. And it is funny because the pratfall is like a slapstick term, and what was going on in my life, it did feel like slapstick. [laughs] It felt ridiculous. It’s like the entire world had just turned into a farce. And I think that these are also my least funny lyrics. For a long time, in my other records, I feel like I’ve always been sort of jokey, silly about it, and I think that I did hide behind humour a lot of the time. And it’s funny because in this one, I was just laughing at the ridiculousness of it the entire time, but the lyrics aren’t very funny. There’s, like, one funny lyric.

But there is something about the way you kind of deliver the lyrics vocally that often brings a kind of playfulness, almost a wickedness to it. Because you’ve said that a lot of your songwriting is lyric-focused in terms of the process, I’m curious how you went about mapping out some of the more animated vocal performances on the album, especially on a song like ‘Two Days’.

‘Two Days’ specifically is a funny example, because that’s a scratch vocal. It’s the only scratch vocal on the record, and it’s the first song that we recorded. I had spent the most time plunking that one out on piano, and I played it the most amount of times, because I had written it pretty early on in the process. That one specifically has an interesting energy, because I wasn’t expecting it to be a final vocal. I was just laying down a layer so that we could build around it. I remember I was sitting on the couch, and Peanut had just had just been spayed. She’s a sensitive little puppy and she was sore, and I was sitting on the couch and kind of icing her tummy. Rado came and set up a mic so I could sit down on the couch and hold her and be icing her, and we just laid it down really quick. I think because I wasn’t really thinking about it all that much, I was just singing the song, we never got a better take of it. We tried a couple of times, and when I started thinking about it too much, I couldn’t deliver it again.

What I was trying to do for most of the record was sing the songs true to heart, how I imagined saying them. So I think that they’re animated in sort of the same way that I talk, and the way that I talk is like, I talk with my hands and I talk with a lot of affect. When I would go into the studio, I would warm up in my car on the drive there, and I usually had like a 15 or 20-minute drive. And I would listen to Judy Garland or Barbra Streisand and sing along. I love Funny Girl. I think that Barbra Streisand in Funny Girl probably has the most musical influence on me of anything. [laughs] She’s so silly and goofy, and I like that word you used, wicked. And I was also listening to a lot of Kate Bush and Tori Amos.

I think that all the songs in this record, I’m very much talking to someone. And so my vocal performances aren’t super vibey, it’s not vibey music. In a way it’s very conversational, and it’s also a little bit – I don’t like the word theatrical, but I like singers who are trying to communicate a feeling and a story through the performance. I had a lot of feelings going on when I was making this sucker, and I was angry. There’s a lot of anger in this record, and the anger comes paired with a little bit of comedy.

It feels conversational, but it’s also confrontational at times.

It’s a highly confrontational record. [laughs]

‘Ghost Story’ comes to mind, specifically the line, “He tells me I’m a teacher, I tell him he’s a fraud.” Can you talk about how that song came about?

[dog barks] Hey, Peach, no barking. That’s my other dog – she’s confrontational. So, ‘Ghost Story’ is the first song I wrote for the record. I wrote it in December of 2019, and I wasn’t even really writing for a record yet. The record is all about this time period that began in 2019, where my life started breaking down a little bit – well, not a little bit, a lot, in a lot of different ways. And I almost feel like I wrote that song kind of subconsciously, because it makes a lot more sense to me now than it did when I wrote it. I was going through something where I kind of knew that I was in a bad situation, but wasn’t really ready to admit it. But it’s a weird moment where something bad happens, I know that that happened, but I’m still in shock and disbelief and I’m just going to write that off as as a mistake. It doesn’t fit the rest of the story, so I’m just going to set it aside.

Over time, it’s become really clear to me that I understood more about what was going on in my life than I was ready to admit when I was writing the songs. Some of those lyrics, it almost feels like me screaming at me to listen to the content of those lyrics, and to take note and react. Because I was writing these songs that are deeply confrontational, and there’s a lot of grief and sorrow and shock and hurt. The record is essentially a record about betrayal and grief and mourning, and I didn’t really know that until way after the record was done.

Was there a specific moment where you felt that, the weight of the fall and all those emotions?

I think that it felt the heaviest when it was finished, and I didn’t feel better. There’s also a lot of pleading or bargaining going on in the record. I feel like a lot of the lyrics, I’m trying to make someone understand. And I think that I had all these high hopes for this record, like, This is how I become understood. And once I’ve explained myself, once I’ve said what I need to say, and I’m gonna say it beautifully, and in an interesting way, and with the most interesting arrangements I’ve ever made – like, look, I’m going to grow as an artist, and I’m going to grow as a person, and it’s going to be such a powerful statement, everything is going to feel better and everything will be healed and back on track, and it’s gonna right the ship.

And it didn’t. I made this record to fix my life in a lot of ways, and it didn’t fix my life. I like it. [laughs] I think it’s a good record. But I finished it in January of 2021, everything was said and done, and I was happy with it. I listened to it a million times, I shared it with a lot of people and everybody liked it. And my life didn’t – nothing happened. And that’s when it felt the heaviest. I had been riding on this idea that finishing this record was going to put everything back in place. And I realized it was going to take a lot more work and introspection than that to get there.

Music can’t do that, no matter how passionate you are about it.

Well, I think my intentions were just kind of deluded. You can definitely do a lot of healing in yourself through music. It’s one of the best healing tools we have, making music and expressing yourself. But you can’t change things that happened. You can’t change the past. You can’t make someone else understand you. If you’re gonna heal, it has to be between you and you. You can’t count on somebody understanding what you are saying and that’s going to fix everything. And I think that I really didn’t understand that. So, now all I do all day is get square with me. It’s so much better than trying to get square with the universe.

Looking back on the process of making the album, what are you most proud of yourself for?

I’m really proud of making this record even though I was fairly convinced I was never going to release music again. After I finished all that touring, my campaign for my last record was definitely wrapped up. I didn’t know what was going to happen next. My life was sort of falling apart in a weird way and it was really confusing. And I was working at that bakery and my parents were coming in to say, “Hello, miss!” [laughs] And I had to make a lot of decisions about my life really quickly. And then the pandemic started, I’d made all these decisions and suddenly the world froze. And then a couple of months later, I got dropped my by my label. There’s like a whole other record of demos that I made early pandemic that I don’t know if I’ll ever do anything with them – I don’t even know if they’re any good. I had made all of these decisions that were pretty hard to sit with in frozen time.

I was dropped by label, no one was going to ask me to make music again. I thought that my career was over, but I kept writing all the songs because I didn’t know what else to do. I was trapped in my house with my piano and nothing else. I spent a lot of the pandemic completely alone, and I wrote all these songs by fall 2020, when I decided, “Hey, I think I want to make this record.” And Rado said, “Yeah, let’s record it.” I think that the reason why I liked this record so much is because I made it for nobody. I didn’t think it was going to come out. I didn’t think anybody was going to hear it. I made it completely to taste. I like this record because I made it without the pressure of wanting someone else to like it. And I am really glad that I did that, because it’s the first time I’ve ever felt like this is exactly how I wanted it to sound.

Rado plays almost every instrument on the record, but a lot of the arrangements, I would sit on the floor by his feet with headphones on and he’d have headphones and we’d talk through it. And I’d tell him, like, “Remember this reference? Can we play it again, but with that in mind?” And we would just work out every little piece of it until it made me like laugh or smile. Every single part of the record is something that I like. So, I think I’m proud of myself for pouring so much love into something that I didn’t think was ever going to come out. It was just to make it.

Can you share one thing that inspires you about Rado, and also something that you think he finds inspiring about you?

I’ve been working with Rado and also watching him make records for other people for a million years now, and I think that he legitimately works from a place of wanting to make people’s dreams come true. There are a lot of producers out there who people go to because they do a certain thing, they have a certain sound, they have certain equipment or tricks that they do, and you go there because you want them to do that thing to your music. Rado is one of the only producers that I know who wants to see your idea all the way through. Which is really special for someone like me, who came in completely untrained, almost no experience. I didn’t pick up a guitar until I was 20. But I liked writing, I was an English major and I’ve been a poetry major. And Rado is the only person I’ve ever worked with who didn’t have this energy of like, “You don’t know what you’re doing, but I do. So I’m going to come up with all these ideas and I’m going to turn your lyrics into music.” He’s always had this way of respecting and carving out the vision with me, instead of imposing his own vision upon it. And also, I love his visions. I think he’s one of the most playful musicians and writers that I’ve ever met.

I think that what he likes about working with me is that I’m not primarily a musician. And so, everything is kind of new and exciting and fun for me. And. I don’t know what I’m doing. [laughs] I mean, I say that now, I’ve been saying that for like five years, and I’ve been making my own records for five years. So, yeah, I know a little bit more about what I’m doing now. But, like, I didn’t go to music school. And I think it’s fun for him to work with someone who has ideas that don’t necessarily conform to songwriting form all the time. I think that when we collaborate, it does have a unique thing.


This interview has been edited and condensed for clarity and length.

Jackie Cohen’s Pratfall is out now via Earth Libraries.

6 Essential Market Penetration Tactics For Small Business Owners

Almost every small business owner aims to increase their market share to improve sales and reap better profits. But to make this possible, it’s important to adopt the right market penetration tactics to push your products and services to more potential buyers. A market penetration strategy is any activity allowing you to break into any target market. One peculiar thing about a strong strategy is that it allows you to identify ways to push your product or services into a market filled with competing products with a significant market share. 

This requires a good understanding of that target market and the existing products and services you must compete with. So, are you looking to increase the growth and sales of your product or service? Is there a target market you wish you could penetrate despite the presence of competitors? Then, here are six essential market penetration tactics you can use. 

  • Consider augmented promotions

There’s a reason why businesses invest a lot in product promotions and advertising – because they work. In fact, the more you promote a product, the better results you can expect. Advertising, for example, can work wonders for product and brand awareness. But that in no way means throwing money into advertising campaigns, as that may backfire. The most important thing here is to have a well-thought-through plan, factoring in your long-term and short-term business needs and your budget. Also, consider the information you put into your advertising campaign, as a competitor can easily ruin an easy-to-counter product campaign. It’s also important to pair your product or service with promotional products that your target customers or market will find useful. You can work with a supplier of promotional products – one experienced in making a wide range of high-quality promotional products.

In exploring market penetration tactics, small business owners may find innovative promotional strategies effective, such as incorporating unique branded merchandise like custom socks from Custom Sock Lab to enhance brand visibility and engagement with their target audience.

  • Try adjusting your price

Price adjustment is one of the most commonly used strategies to penetrate a new market. In most cases, business owners reduce their prices considerably to attract a potential buyer’s attention. But this strategy requires judicious application as over-adjusting your price could lead to adverse results. So, before lowering the prices of your products and services, you need to analyze your competitor’s products to ensure that yours do not fall short in terms of quality. This way, lowering your price a little can make your products more appealing. But if you have a comparatively inferior product in terms of quality, your price alterations will barely have any results, as your product will still look inferior. And, speaking of product quality, the next strategy is also important. 

  • Improve the quality of your product

If your product already falls short of your competitor’s in terms of quality, penetrating a market filled with competitors will be extra difficult. So, take the time to compare your product or service with those of your competitor and identify which areas of yours you need to improve to give you a comparative advantage. Next, market or advertise your improvements to your target customer in an effort to convince them about what makes your product better. 

However, communicating your product’s advantages can sometimes be enough to do the trick with investing in any major product improvement. That means, even if your product falls short of quality, find other advantages about your product that you can market. For example, you can improve your packaging instead to make it more visually appealing. The truth is, most customers will pick a product for the first time simply because of appeal and not necessarily checking whether the product proves itself or not. But of course, if your product fails to prove itself after a customer purchases it, you’ll ikey lose that customer. 

  • Look for new distribution channels

Adding new distribution channels is another effective market penetration strategy. And it focuses more on product growth. Here, instead of sticking with only one distributing channel, you look for new opportunities to give your product more visibility in your target market. For example, if you currently distribute only to retail shops, adding a new distributing channel could mean adding telemarketing, email marketing, online deliveries, and so on.

Another way to add more distribution channels to improve visibility is to make your products available at the foot of your target customer. Creating a stand at trade fairs is a good example. With this, it’s easier to directly meet potential buyers and showcase your products to them.

To boost your brand visibility, you can launch a postcard marketing campaign. Postcards allow businesses to engage with potential customers in a unique and personal way. Things like crafting a compelling headline, using high-quality images, and proper use of white space are all ways to make your postcard stand out. Additionally, you need to create an attention-grabbing call to action to get your customers to respond to your offers. Include your contact information or another specific way for the reader to act. QR codes can be very useful here. Make sure you add your company logo and colors to impress your business brand into prospective customers or clients.

  • Enter a new market in a different geography or location

Sometimes, your local target market may be too choked up with competitors to penetrate. In such a case, you can consider looking elsewhere for the same market but in a different geographical location. For example, instead of trying to penetrate the US market (if you’re a US business), consider focusing more on buyers in Mexico or Canada, who your competitors are yet to reach. You can also choose to go global, taking advantage of online solutions, international delivery services, etc. But before you consider entering any new geographical market, find out if you need to make any modifications to your packaging, prices, product, etc., to suit that new market. Also, ensure that your product meets all local guidelines and regulations in that market to avoid landing in legal hot waters. 

  • Understand the risks involved in market penetration

Entering a new segment of the market is always risky. Therefore, before you consider any strategy, take the time to understand the risks, know your target market, and assess your product to identify how best to get the desired results. Also, it would be best if you were certain about your expectations, budget, and penetration strategy best suits your product or service. That means conducting in-depth research and creating a plan. 

But probably the most important thing is to know and understand the needs of your target customers. That means knowing what they want in a product like yours, what requirements they have, and how best to communicate the benefits of your product, service, or brand to them.

Album Review: Marcus Mumford, ‘(self-titled)’

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“I hadn’t told anyone about it for 30 years,” confesses Marcus Mumford about the gut-wrenching source of inspiration behind his solo album – the sexual abuse he experienced as a child. The earnest 10-track debut project follows the journey of Mumford and Son’s lead singer after his acknowledgment of trauma during therapy. (self-titled) is a poignant artistic outpour addressing the whirlwind of betrayal, agony, fury, and gradual acceptance that accompanies confronting the darkest parts of your past.

Listening to the tender, even fragile murmur of ‘Cannibal’, the sudden heaviness of the lyrics might come as a surprise; there is no beating around the bush in (self-titled). An unmistakable anger permeates the opener, with the abuser addressed directly: “You took the first slice of me and you ate it raw/ Ripped it in with your teeth and your lips like a cannibal.” Confrontational and fearless, the track also sees the singer at his most vulnerable, contemplating the overwhelming wave of pain that devours you after the initial verbalisation of an unspeakable experience.But when I began to tell/ It became thе hardest thing/ I ever said out loud,” chants Mumford. It’s the first of many lyrics illustrating how working through trauma doesn’t only spark suffering – it allows for the healing process to finally start. “Is this where we begin again?” Mumford asks on the slow-paced ‘Better Angels’ right before the cacophonous post-chorus kicks in, hinting at the possibility of a fresh chapter. ‘How’ even sees the singer explore his relationship with forgiveness amidst subdued strums and Brandi Carlile’s charming harmonies. “And I have reckoned with what you’ve taken from me/ And I killed that liar in my head,” Mumford belts in the pre-chorus, before expressing, in a way at once effortless and arresting, “But I forgive you now.”

The urgency of ‘Grace’, along with the song’s musical experimentation, renders it one of the highlights of the project. With the avalanche of guitars and the powerful beat of drums, at first the song seems to play with the theme of grace in a distinctly different manner to the Mumford and Sons hit ‘After the Storm’. The track, inspired by Mumford’s conversation with his mum, who only learned about his story through her first listen of ‘Cannibal’, is infused with a comforting folk-rock vibrancy, offering a glimpse of positivity without ignoring the complexities of coping with trauma. Mumford opens his heart to the prospect of eventual recovery: “There will come a time/ When it won’t feel just like living it over and over […] I hear there’s healing just around this corner”. Echoing the ‘After the Storm’ lyric “There will come a time/ You’ll see, with no more tears,” the two tracks, written more than a decade apart, reveal themselves to be wonderfully intertwined, and both stand testament to Mumford’s graceful frame of mind – even in moments where it would be the last thing expected of him.

At times, the album feels underwhelming in its repetitiveness (the refrain of the otherwise compelling ‘Prior Warning’, for instance, or the final section of haunting Clairo-collaboration ‘Dangerous Game’) and certain vague, forgettable choruses (‘Better Angels’, ‘Go in Light’). It’s a shame, given the precision and poetic talent that shines through in Mumford’s verses, revealing itself in ‘Prior Warning’ in a neatly incorporated reference to John 8:6: “You knew I couldn’t answer plainly/ Then you knеlt down on the ground like you were drawing in the sand/ And I surrender, I surrender now.” ‘Only Child’, the most stripped-back song of the project with only gentle guitar and piano providing background to the vocals, tastefully explores metaphorical lyricism, embedding delicate introspective and confessional moments: “I have nothing to show for the medals I’ve earned/ And maybе I mind”.

Marcus Mumford’s (self-titled) accomplishes much in relatively few tracks; the album is at once grounded in and helps make sense of the many faces of trauma. It takes the listener on a journey of an unfinished but promising search for peace, all the while skillfully drawing from folk, rock, and electronic pools of music with magnetic performances. Confirming what we already knew about Mumford’s creativity and storytelling abilities, the record also invites us to view the artist in a new, refreshingly unfiltered light. Perhaps most importantly, though, it demonstrates that it is never too late to start navigating and letting go of seemingly impossible burdens. Despite being the subject matter of so many tracks, the abuser is so small by the end of the album – and Mumford’s courage is monumental. 

Sleater-Kinney Detail ‘Dig Me Out’ Covers Album, Share Courtney Barnett’s Version of ‘Words and Guitar’

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Sleater-Kinney is celebrating the 25th anniversary of Dig Me Out with a new tribute album, Dig Me In: A Dig Me Out Covers Album, which comes out on October 21. The band had previously announced that artists including Wilco, St. Vincent, Courtney Barnett, Low, the Linda Lindas, Jason Isbell and Amanda Shires, NNAMDÏ, and TV on the Radio’s Tunde Adebimpe would be contributing to the record. Today, they’ve shared the full tracklist, along with Courtney Barnett’s take on ‘Words and Guitar’. Check it out below.

“The artists who appear on Dig Me In have not so much covered the 13 original songs, but reinterpreted and reimagined them,” Sleater-Kinney said in a statement. “Through added layers or the subtraction of guitars and drums, they provide a new way into the songs. Fresh rage, joy, pain, reclamation, slyness, and longing. Other interpretations slow down or stretch out the songs, trading urgency for contemplation, weariness or even a hint of ease.”

Dig Me In: A Dig Me Out Covers Album Cover Artwork:

Dig Me In: A Dig Me Out Covers Album Tracklist:

1. St. Vincent – ‘Dig Me Out’
2. Wilco – ‘One More Hour’
3. Margo Price – ‘Turn It On’
4. Tunde Adebimpe – ‘The Drama You’ve Been Craving’
5. Self Esteem – ‘Heart Factory’
6. Courtney Barnett – ‘Words and Guitar’
7. Black Belt Eagle Scout – ‘It’s Enough’
8. The Linda Lindas – ‘Little Babies’
9. Jason Isbell / Amanda Shires – ‘Not What You Want’
10. Tyler Cole – ‘Buy Her Candy’
11. Big Joanie – ‘Things You Say’
12. Low – ‘Dance Song ’97’
13. NNAMDÏ – ‘Jenny’

Cardi B and Glorilla Team Up on New Song ‘Tomorrow 2’

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Cardi B and Memphis rapper Glorilla have joined forces for the new song ‘Tomorrow 2’, which is accompanied by a Diesel Filmz-directed video. It’s a remix of GloRilla’s July track ‘Tomorrow’. Check it out below.

Earlier this year, Glorilla released her single ‘FNF (Let’s Go)’. Cardi B dropped ‘Hot Shit’ with Kanye West and Lil Durk back in July.

PVA Unveil Video for New Song ‘Bad Dad’

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PVA have shared another track from their upcoming album Blush, which lands on October 14 via Ninja Tune. ‘Bad Dad’ follows the earlier singles ‘Untethered’, ‘Hero Man’, and ‘Bunker’. Check out a video for it below.

Speaking about the new song, the group’s Ella Harris said in a statement: “’Bad Dad’ explores the internal world of a new father checking in on his son at night, afraid of the lineage of masculinity and how it might impact someone so untainted.”

Stevie Nicks Covers Buffalo Springfield’s ‘For What It’s Worth’

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Stevie Nicks has shared a studio rendition of Buffalo Springfield’s ‘For What It’s Worth’, a song she’s been covering on tour. It marks her first new music since the release of ‘Show Me The Way’ in 2020. Listen to it below.

“I am so excited to release my new song this Friday,” Nicks wrote in a statement posted on Instagram. “It’s called ‘For What It’s Worth’ and it was written by Stephen Stills in 1966. It meant something to me then, and it means something to me now. I always wanted to interpret it thru the eyes of a woman — and it seems like today, in the times that we live in — that it has a lot to say… I can’t wait for you to hear it.”

Albums Out Today: Alex G, Beth Orton, Maya Hawke, Makaya McCraven, and More

In this segment, we showcase the most notable albums out each week. Here are the albums out on September 23, 2022:


Alex G, God Save the Animals

Alex G is back with his ninth album, God Save the Animals, out today on Domino. The Philadelphia musician wrote and demoed the songs on the new LP alone at home, before enlisting multiple engineers at several studios in greater Philadelphia in search of new sounds and “a routine that was outside of my apartment,” according to press materials. Following 2019’s House of Sugar as well as his recent score for Jane Schoenbrun’s horror film We’re All Going to the World’s Fair, the record includes the early singles ‘Runner’, ‘Blessing’, ‘Cross the Sea’, and ‘Miracles’. Read our review of God Save the Animals.


Beth Orton, Weather Alive

Beth Orton has released her first album in six years, Weather Alive, via Partisan. The British artist wrote the follow-up to Kidsticks on an old piano she saved from Camden Market after returning home to England. “Through the writing of these songs and the making of this music, I found my way back to the world around me, a way to reach nature and the people I love and care about,” Orton explained in a statement. “This record is a sensory exploration that allowed for a connection to a consciousness that I was searching for. Through the resonance of sound and a beaten up old piano I bought in Camden Market while living in a city I had no intention of staying in, I found acceptance and a way of healing.”


Maya HawkeMoss

Moss, the sophomore album from Maya Hawke, is out now via Mom+Pop. The follow-up to 2020’s Blush was made in collaboration with Benjamin Lazar Davis, Christian Lee Hutson, and Will Graefe, among others, and was mixed by Jonathan Low at Long Pond. “This record is called Moss because I’ve been gathering a lot in the last few years,” Hawke said in a statement about the album, which was preceded by the singles ‘Thérèse’, ‘Sweet Tooth’, and ‘Luna Moth’. “Sitting still and collecting a green blanket of memories and feelings. Making this record was me trying to get up and shake it off and look at all of it. It was the first step in untangling myself and really trying to look at the rock under the moss.” Read our review of Moss.


Makaya McCraven, In These Times

Makaya McCraven has issued his latest full-length, In These Times, via International Anthem/Nonesuch/XL. The Chicago-based percussionist, composer, and producer enlisted a host of collaborators for the follow-up to 2021’s Deciphering the Message, including guitarist Jeff Parker, harpist Brandee Younger, Macie Stewart, Junius Paul, Lia Kohl, and Marquis Hill. Featuring the singles ‘Seventh String’, ‘Dream Another’, and ‘The Fours’, the album was recorded in five different studios and four live performance spaces, with McCraven working from home during the post-production process.


TOLEDO, How It Ends

How It Ends is the debut album from TOLEDO, the Brooklyn-based duo of Dan Álvarez de Toledo and Jordan Dunn-Pilz. The LP finds the pair looking back on their family histories to examine how divorce and trauma have influenced their relationships in the present. “We want it to be pretty clear that it’s about that, because as a kid I felt like, I don’t know if many albums were about that overtly,” Dunn-Pilz said in our Artist Spotlight interview. “I have a lot of friends that I was talking to during the process, too – feelings about your self-worth, how you engage in other relationships because of watching what your parents were like. It was just coming to a head in our personal lives, so it felt like a good time to address these patterns and experiences.”


Jackie Cohen, Pratfall

Jackie Cohen has returned with her third record, Pratfall, out now via Earth Libraries. She recorded the album, which follows 2019’s Zagg, with her musical collaborator and husband Jonatha Rado. It was preceded by the singles ‘Moonstruck’ and ‘The Valley’, which features Weyes Blood’s Natalie Mering and Diane Coffee’s Shaun Fleming. “When you see it, you gasp and hold your breath because it’s so violent that you worry it’s real,” Cohen said of the album’s title in press materials, referring to Meryl Streep’s pratfall skills. “You want to look away but you can’t, not until she gets up. And when she does finally jump up and say ‘tah-da,’ you’re so relieved that it was all just a bit that you burst out laughing.”


The Comet Is Coming, Hyper-Dimensional Expansion Beam

The Comet Is Coming – the London-based jazz rave trio consisting of Danalogue (Dan Leavers), Shabaka (Shabaka Hutchings), and Betamax (Max Hallett) — have come out with a new LP on Impulse! Records. Hyper-Dimensional Expansion Beam is the follow-up to 2019’s The Afterlife, and it was recorded at Peter Gabriel’s Real World Studio, with assistance from the group’s longtime engineer Kristian Craig. After the four-day long recording process, Danalogue and Betamax then sampled, distilled, and arranged the material into a “musical message about the future of technology, humankind, spirituality, and the connectivity of the universe,” according to press materials. The singles ‘Technicolour’, ‘Code’ and ‘Lucid Dreamer’ are included on the record.


The Wonder Years, The Hum Goes on Forever

The Wonder Years are back with a new album titled The Hum Goes on Forever, out now via Hopeless Records. Arriving four years after their last studio effort, Sister Sister, it marks the band’s first LP since vocalist Dan Campbell became a father. “The low hum of sadness will never leave me,” Campbell said of the album, which deals with postpartum depression and fatherhood anxieties, in a Pitchfork interview. “What matters is the understanding that no matter how loud it is, my kids will need me. How do you take care of another person when you don’t want to take care of yourself?”


Lande Hekt, House Without a View

Lande Hekt has put out her sophomore album, House Without a View, today via Get Better Records/Prize Sunflower Records. Following her 2021 solo debut Going to Hell, the album includes the previously released tracks ‘Gay Space Cadets’, ‘Backstreet Snow’, and ‘Cut My Hair’. “I do feel more confident than I did when Going To Hell was coming out,” Hekt told Guitar.com. “That first record was supposed to go straight onto Bandcamp before Get Better Records offered to put it out. I was so shocked when I saw how many people bought or listened to it. This time I spent a bit longer writing and I demoed all the songs from House Without A View in a studio before recording it.


Altopalo, frenemy

Brooklyn experimental outfit Altopalo have dropped a new album, frenemy, via Nettwerk. Following their 2018 debut frozenthere and this year’s farawayfromeveryoneyouknow, the LP includes the band’s first outside feature from Bartees Strange, who guests on the previously shared single ‘love that 4 u’. The group wanted frenemy to reflect their relationship to each other; “the least dishonest thing we could do is just make music about us,” guitarist Mike Haldeman remarked. “The source material is literally the fabric of our friendship.”


Other albums out today:

Future TeensSelf Help; Editors, EBM;Marisa Anderson, Still, Here; The Soft Moon, Exister; WILLOW, COPINGMECHANISM; Khruangbin & Vieux Farka Touré, Ali; Nikki Lane, Denim & Diamonds; Nils Frahm, Music for Animals; Dr. John, Things Happen That Way; Sofie Royer, Harlequin; Yumi and the Weather, It’s All In My Head; Sorcha Richardson, Smiling Like an Idiot; Cam’ron & A-Trak, U Wasn’t There; The Tallest Man on Earth, Too Late For Edelweiss; The Smithereens, The Lost AlbumSports Team, Gulp!; Courting, Guitar Music; Tim Burgess, Typical Music; Siavash Amini and Eugene Thacker, Songs for Sad Poets; Razor, Cycle of Contempt; Albert van Abbe & Jochem Paap, General Audio; Eerie Wanda, Internet Radio; KEN Mode, NULL; Divino Niño, Last Spa on Earth; Thme, A Grasp of Wonder.