Why I Walked Away From a Record Deal and Built Something Better

I got a record deal when I was young.

And I walked away. After reading the contract, I realized the label takes 98% of the revenue. Artists become slaves to the system. That's not freedom — that's a different kind of prison.

So I left. And I spent years building things. Dream or Donate, the biggest personal crowdfunding platform in Holland and Belgium. Over €6 million donated. I became a multi-millionaire by 27. Mindset coaching, Bitcoin mining, real estate, email marketing — I did it all.

Then I lost everything. The platform got hacked. National media cancelled me publicly. I sold everything I owned to pay everyone back. Every last thing.

And I started over. From nothing. Living in a campervan. Busking on the streets of Tenerife with a guitar.

That's when I found what really matters. And that's why I built Selah.fm.

The Problem With Labels and Black-Box Platforms

Here's the thing nobody talks about. When you sign with a label, you're not building an audience — you're renting one. And when you leave? You leave with nothing. No email list. No direct relationship. No control.

Same with the big ad platforms. You spend money, you get views, but you have no idea who actually saw your music. No way to reach them again. It's a black box. You're guessing.

I learned this the hard way. When I was a professional musician, I thought the label was the dream. Turns out it was a trap. A comfortable one, sure. But a trap nonetheless.

So what's the alternative?

• Own your audience. Build a list. Create a community that follows you, not the platform.
• Own your promotion. Know exactly where your money goes and what you get for it.
• Collaborate instead of compete. Work with creators who love making videos while you focus on music.

That's the model I believe in. Artists set budgets. Creators earn per verified view. No middlemen. No opacity. Just real results.

Collaboration Beats Independence Every Time

I think people are a little too focused on doing everything themselves. Independence is celebrated, sure. But how far does it have to go? Do you have to do everything yourself?

My brother, for example. He hates being in front of a camera. I don't mind it — I don't enjoy it, but if it helps, I'll do it. But I love making music and sharing that with people. That's my thing.

So why would I force myself to make videos when there are people who love making videos? Why not work together?

That's the whole idea behind the Creator economy. You don't have to be a one-person show. You can be the musician. Someone else can be the videographer. Someone else can handle the distribution. Everyone wins.

I was sitting on a terrace in Tenerife the other day, drinking a glass of wine. I saw someone I knew from before. She invited me to join her table — her son, the father of her son, her mother. We had a nice conversation. The father turned out to be a musician. He'd recorded a lot of songs but never shared them. He didn't know how.

So I told him about Selah. He created an account. Now he can share his music with a lot of people.

Just by sitting on a terrace, drinking wine, and talking to people. You have a connection for life. That's different from meeting someone online.

Be Open. Be Vulnerable. It Works.

Every time you're being open and vulnerable, it helps. Because the main thing people are afraid of is being open or sharing their own story.

But as a musician or an artist, you're basically doing that already. You're being open. You're sharing emotions. You're telling your story about a loved one or whatever you went through. You wrote a song about it. You're sharing that. You might hit the wrong note. You might make a mistake. You're putting yourself out there.

That takes guts. And people connect with that.

So don't hide behind perfection. Don't wait until everything is polished. Share the raw stuff. The unfinished stuff. The real stuff.

When I lost everything and ended up busking on the streets, I had nothing left to hide. I was just a guy with a guitar, singing about what I'd been through. And you know what? People stopped. They listened. They threw money in the case. They told me their own stories.

Vulnerability isn't weakness. It's the fastest way to build trust.

Trust Your Gut, Not Just the Data

Here's something I've learned. The data won't always tell you the full story. AI is beautiful, but it's dangerous if you rely on it too much.

If something speaks to me because I'm a musician and I know the language, and the data hasn't proven it yet? I still try it. Because I believe it can work. That's trust. Trusting your own experience.

You have to balance data with intuition. The numbers tell you what happened. Your gut tells you what could happen.

I was wrong about this for years. I used to optimize everything. A/B test everything. Let the data decide. But that's how you end up making safe, boring choices. Music isn't safe. Art isn't safe. Sometimes you have to take a leap.

So try the thing that feels right. Even if the data says no. Especially if the data says no.

Time, Love, and Relationships Matter More Than Scale

I think time is the main thing. Time and love and relationships.

People are maybe a little too focused on scaling. Growing fast. Getting big numbers. But what's the point if you lose yourself in the process?

I've been at the top. Multi-millionaire by 27. And I've been at the bottom. Living in a campervan. You know what I learned? The top is lonely. The bottom is where you find real connections.

Now I live by donations. I don't own a house or a car. But He always provides. And I've never been more free.

So here's what I'd say to any artist reading this: Don't sacrifice relationships for scale. Don't trade your freedom for a label deal. Don't let anyone tell you that you have to do it all yourself.

Find your people. Collaborate. Be open. Trust your gut. And own your promotion.

That's what Selah.fm is built for.

Key Takeaways

• Own your audience: Don't rent it from labels or platforms. Build direct relationships.
• Collaborate, don't compete: Work with creators who love what you don't enjoy doing.
• Be vulnerable: Authenticity builds trust faster than polished perfection.
• Trust your intuition: Data is a tool, not a master. Your experience matters.
• Prioritize relationships over scale: Time and love are the real currencies.

FAQ

What is Selah.fm?

Selah.fm is a CPM marketplace where artists set their own budgets and creators earn per verified view. No middlemen, no black boxes.

How is this different from traditional labels?

Labels take 98% of revenue and own your audience. With Selah, you own everything. You set the budget. You see exactly where your money goes.

Do I need to be a big artist to use Selah?

Not at all. Whether you're busking on a street corner or have millions of streams, the model works. Start small, test, and scale what works.

Can creators really earn money this way?

Yes. Creators earn per verified view. If the video performs, you get paid. It's transparent and fair for both sides.

Ready to own your promotion and build something real? Browse music promotion campaigns or see how creator earnings work.