Payola

The song "Payola" by Jesse Welles from the album Hells Welles is a scathing critique of the music industry's underbelly, released on May 11, 2024. In an interview shared on r/JesseWelles, Welles revealed that the song was inspired by his frustration with the modern equivalent of payola—pay-to-play schemes where money, not talent, buys exposure. He described witnessing artists with deep pockets dominate playlists and social media, which fueled lyrics like “Payola for thee, Payola for playlists, Blue check-marks, and follows and streams.” On Instagram, Welles posted a behind-the-scenes clip of recording the track, noting that the guitar solo was improvised in one take, capturing the raw energy he wanted to convey. Fans on r/FolkPunk have praised the song’s biting sarcasm, with one user calling it “a middle finger to the industry’s vending machine of fame.”

Welles has shared on X that “Payola” was partly influenced by Hunter S. Thompson’s gonzo journalism, specifically referencing the lyric “It’s a shallow money trench, Thompson’s correct.” This nod to Thompson’s critique of corrupt systems underscores the song’s rebellious spirit. A review on Saving Country Music highlighted how “Payola” resonates with listeners disillusioned by the commercialization of art, comparing Welles’ delivery to John Prine’s witty social commentary. The song’s impact is evident in its rapid spread across platforms like TikTok, where fans dubbed it an anthem for independent artists. A fan group on Facebook shared a story of Welles performing “Payola” live in Austin, where he dedicated it to “every artist who’s ever been screwed over by a label,” earning a standing ovation.

Jesse Welles, born Jesse Wells on November 22, 1994, in Ozark, Arkansas, began his musical journey at age 11, teaching himself guitar in a small town with little more than a turkey plant and a gas station. According to his bio on his official website, he was influenced by folk, country, classic rock, Motown, and icons like Bob Dylan, the Beatles, and Nirvana. As a teenager, he recorded songs and sold them on burned CDs, a DIY ethos that carried into his career. Under the alias Jeh Sea Wells, he started posting music on SoundCloud and Bandcamp around 2012, forming the band Dead Indian with Dirk Porter and Simon Martin. In 2015, Welles moved to Nashville to work with producer Dave Cobb, a pivotal moment that led to his debut album Red Trees and White Trashes in 2018, released under the mononym Welles.

Before his solo career, Welles fronted the band Cosmic American, which performed on Fayetteville Public Television in 2016, though the group disbanded before releasing an album. His early years included living in an art commune near Fayetteville until 2016, an experience he credits for shaping his outsider perspective. Fans on the official Jesse Welles Facebook page often share stories of discovering his early SoundCloud tracks, with some calling them “raw gems” that hinted at his later protest style. Welles’ shift to folk protest songs in 2024, including “Payola,” was sparked by personal events, notably his father’s heart attack, which prompted him to address issues like capitalism and the fentanyl crisis. His X account and Instagram are active hubs for engaging with fans, often sharing live performance snippets and responding to comments from the r/JesseWelles community.