It is a considered choice made by a band that has already been through many eras of the music industry. Art of Dying started their career independently before signing with a major label and touring with big artists such as Seether, Disturbed, and Theory of a Deadman, earning radio hits with songs like “Die Trying,” “Get Through This,” and “Sorry.” After returning to independence in 2016, the band continued to expand its audience in an ever-evolving landscape. The Ruliad is another step in the evolution of the band and does not negate the previous experience of the band.
For years, streaming has made virtually every song immediately available, often reducing the distance between discovery and disappearance to the length of a swipe. The Ruliad takes a different approach by being available directly to the fans who have supported Art of Dying throughout their career.
About the decision to release their album direct-to-fan, frontman and founder Jonny Hetherington states, “Remember the days of buying an album, rushing home, ripping the cellophane off, finding a private place to crank the music (usually your bedroom floor with some headphones) and following along word by word as the album plays for the first time? That is the bar we set for The Ruliad. We want listeners to experience the record in its entirety and come out of the trance 45 min later feeling something special, somehow changed. What better way to release an album like that then direct to fan on vinyl, CD and digital download?”
While there may be a sense of sentimentality behind this concept, the goal here is firmly based in the present. Unlike streaming services, physical music creates the impression of possession of the album.
For Art of Dying, that sense of participation matters, for the band is less interested in chasing the biggest possible system than in making meaningful work, maintaining creative independence, and staying connected to the people who have made the journey possible.
The Ruliad is the newest expression of that philosophy. It is an album created intentionally, that its fans find and enjoy instead of waiting for it to simply pop up in their feeds.
