American singer/songwriter Holly Henry has recently released “The Orchard,” her second extended play (EP) in two years. Produced at Minneapolis’s The Library Recording Studio, this Alternative music album was funded by fans through an IndieGoGo campaign. The six tracks in the EP lyrically play to Holly’s diversely international audience of multi-generational fans. They are her catchiest songs yet, which may leave listeners with hooks and melodies hard to get out of their head.
Since Holly’s September 24, 2013 appearance on “The Voice” (US), she has experienced rapidly increasing popularity as a YouTube cover artist. Her hollymaezers YouTube channel increased from 1,500 subscribers before appearing on “The Voice”[1] to 20,000 soon after her elimination from the show[2]. By mid-September 2015, she had over ten times the subscribers and video views. Thus, her YouTube popularity, coupled with having reached Alternative #6 album rank with her debut EP, “The Immigrant,” likely have contributed to her success more than from appearing on “The Voice.”
To better understand Holly’s choice of songs in “The Orchard” EP, it helps to explore the lyrics to a quintet of original, related songs: “The Ghost,” “Katie,” “Hide and Seek,” “Grow,” and “Better.” I asked Holly, “How would you describe that lyrical saga?” She responded:
“These songs were all written for different reasons at different periods of my life. But, I feel like these songs could be connected through a similar theme of feeling out of place or thinking maybe you aren’t being the best version of yourself. There is an underlying idea of inadequacy in these songs.”
We are imperfect/ what a lovely thing to be hints in “Katie” of the wisdom Holly gained from challenging her agoraphobia in her Knockout Round elimination on “The Voice.” Originally released concurrently with Holly’s “The Voice” Blind Audition, “Katie” was re-released 15 months later as a YouTube-subsidized music video. YouTube’s commitment to her career development hints to the geographic expansion and growth of Holly’s fan base. I asked Holly to explain that change:
“My YouTube channel is how I view most of my international activity so it’s really the only source I have. So, from what I’ve seen, The Voice helped me gain a following [which following “The Voice”] plateaued for a few months but after a while my YouTube began to grow again and now I have a following of 200,000. Nearly 50% of those following me are from Russia. Many different countries follow and support me and I’m very grateful for it.”
Holly’s new fans maybe learning about her persona through her commitment to autobiographical songs. Holly held back the single “Hide and Seek” from her December 2013 release of “The Immigrant” EP, for more elaborate studio production in California by Christopher Tyng’s Grow Music Project team (see Holly Henry, Ready to Present a Different Voice). Its timing and deep, revealing lyrics like hiding in the corner/ I swear that I adore ‘ya/ but I’m stuck in the corner,” depicted a debilitating anxiety sink in which powering through emotional blocks to recovery is a temporarily unattainable goal. I asked Holly “What it was like to be called perfect when you are in a long anxiety sink?” Holly responded:
“When people compliment, encourage, and look up to me it makes me want to be a better and stronger person. It makes me want to be what they believe me to be. And it is always very therapeutic to write about what you’re currently struggling with. Releasing it into the world is even more therapeutic because it’s almost like you come to complete terms with your issues and are willing to share your experience with others.”
To read fan comments posted since the August 21st release of “The Orchard” EP, is to confirm continuing, divergent lyrical preferences among Holly’s fans. Divergent preferences create marketing challenges. Can Holly sell entire EPs, versus only single tracks playing to specific fan preferences?
On the one hand are fans who desire romantic and upbeat lyrics. They commonly project her in their social media comments as being “perfect” or “a queen.” I asked Holly if that “was symbolized by the crown in her cover art?” She responded that “the artist, Rit Suchat, had drawn me previously before I had even commissioned his work for the EP. The picture he drew of me had a crown similar to the one on the EP cover so I’d say it’s more the artist’s creativity than mine.”
Will fans learn enough about Holly Henry to embrace a multi-dimensional persona beyond their projections of perfection or frailty? Holly challenged fan perceptions of perfection with lyrics in “Hide and Seek” like: My baby thinks that I’m weak/ An antique/My life’s hide and seek. Her candor and honesty has helped foster an empathetic fan base over the last two years. Those fans commonly post how Holly has been “lifesaving” to them. Perhaps this is symbolized by the hummingbird totem in the cover art – an animal totem representing resiliency and adaptability while keeping a playful and optimistic outlook?
I asked Holly if “the process of writing and singing songs, then getting such feedback, is equally therapeutic?” “It sometimes feels like a group therapy session (in a good way),” Holly responded. “And, my favorite thing in the world is hearing that people feel calmed and comforted by my music.”
Fans are used to her timely, innovative, and seemingly triumphant rebounds from career setbacks. But, financial considerations may ultimately limit how many more Holly can weather as a professional musician. By soliciting production assistance in producing “The Orchard” EP, her IndieGoGo campaign successfully staved off that day.
Might too few of her fans, used to free covers, be willing to pay for her original songs? For an artist who typically gets 1,500 to 3,000 likes per Instagram post, only about 325 unique donors funded her IndieGoGo campaign. The campaign generated about $15,000 (after IndieGoGo’s fees), requiring Holly to modify her stated goal. “We had to stay in Minneapolis to record the EP,” Holly explained. “But it turned out to be a wonderful decision because we had an incredible [time] recording it at The Library Studio. I wouldn’t have it any other way.”
In the intervening months between EP releases, Holly has capitalized on numerous opportunities beyond Grow Music Project. She won a 2014 Upper Midwest Emmy in musical composition/arrangement for a television promotion of the Sochi Olympics. She was also featured in numerous soundtracks to indie short films. Ultimately, she reappeared on stage for three live performances between February and April 2015. They were her first since November 2013.
I asked Holly what the highlight was of her most recent live performances:
“I loved playing at The Varsity this year. It was a really energetic atmosphere which I’m not used to because most of my gigs are really low key acoustic vibe kind of performances. For this particular show, I had band with me. The crowd was really attentive and involved. It was a cool night in general.”
“The Orchard” EP represents what Holly can accomplish given sufficient money for production. Before her IndieGoGo campaign, I asked Holly, “If you had $25,000 to spend on only your music, what would your priorities be for spending it?”[3] Holly prophetically responded:
“I definitely wouldn’t change my style. But I think I would use the money to enhance my style. Make it more what I hear in my head than what I have the money to give you. So, it would probably sound like me, but a little bit more in depth”
It is evident in “The Orchard” EP that her IndieGoGo campaign allowed her to enhance her style and to more fully record what she mentally composes and arranges.
To help listeners interpret the lyrics in the EP, I asked Holly to provide a two-word description to each song, as follows. She described her 46 second prelude, “Arbor,” as “dreamy entrance.” It sets a sophisticated air to the EP and reassures us of the fine artistry which can arise from successful collaborations among musicians. In “Hotel” (“detached crush”), Holly sings her own harmonies, as in her “Sweet Dreams” cover, with nearly 1.8 million views on YouTube. She also repeats the hand-clapping style so successful in “The Immigrant” EP. “Hotel” reaffirms her desire to contribute to music soundtracks, TV and commercials. It is the top selling track and was promoted by Holly and some fans as a song for “American Horror Show.” “The Orchard” (“safe place”) is joyful, dream-like poetry, offering a reassuring message of transition from midnight fears to creative dreams. “Skin” (“soul bearing”) especially appeals to fans desirous of an original duet between her and Josh Dobson. Show me your skin, skin, skin/ show me what’s within lyrically reveals a delicate caress arising from Holly’s romantic persona. Like her duet with Jamison Murphy in his song “Remember When” (released April 2015), “Skin” is far more intimate as a duet than as a solo. “Foolish Heart” (“sarcastic infatuation”) is Holly’s most upbeat offering, representing a lyrical continuation of the youthfulness of “The Immigrant” EP. Its bridge shows off a delightful instrumental collaboration with Josh and producer Matt Patrick.
Holly describes “Better,” the closing track on “The Orchard” EP, as “euphoric recovery.” It builds like her popular, full-length acoustical rendition of “Creep.” With lyrics like I was overwhelmed/ but I’m getting better, it is a thematic sequel to her quintet of songs depicting inadequacy. The strength of an empathetic fan base shows by “Better” being her third best-selling track off the EP.
Holly ends this “The Orchard” EP with the lyrics, Did you miss me when I was lost? I asked Holly, “How do you wish fans would answer your concluding lyrics?” “I feel like those lyrics can mean something different to everyone,” she said. “For me, the meaning is, when I’m going through a rough time I hope you don’t forget who I really am underneath all the craziness.”
Will Holly’s hummingbird totem guide her through her goal of at least three more years of professionally creating music? Fans post their appreciation of Holly’s honesty and accessibility on social media, but fans I know also want to see her perform live. As a Minneapolis-based musician, Holly would benefit from broadcasted or recorded performances. She needs, at the least, to utilize StageIt performances over the Internet to reach distant fans, helping to retain them over the long haul. Additionally, she should schedule gigs while on her periodic trips to Florida, where her musician fiancé Josh Dobson regularly performs solo and in the band “East Harbor.” 
“The Orchard” EP successfully plays to audiences attracted to Holly’s angelic voice and allegorical lyrics. The EP represents a sophisticated evolution of Holly’s musical talent, combined with a remarkable collaborative achievement by producer and backup instrumentalist Matt Patrick. Josh Dobson provided lead instrumentation, plus duet vocals and collaborative songwriting in “Skin.” The EP was released by Garden Ghost Records and is available on Bandcamp, iTunes and Amazon. Holly Henry’s official website can be found at hollyhenrymusic.com.
*This entry was written by a guest blogger. Author Gary Reese, known online as pcacala, contributes postings, photos, videos, and interviews about musicians, including those who have appeared on “The Voice.” He is an Original Poster on Idolforums (IDF) and The Voice Forums (TVF). The “Holly Henry Fan Thread” (on IDF) and the “Holly Henry Fan Page” (on TVF) have combined page views of over 151,000, making Holly has the third most viewed fan discussions of any contestant who has competed on “The Voice.”
Works cited
[1] Holly Henry. (2013). “Hollyhenrymusic” [blog post]. Retrieved from
http://hollyhenrymusic.tumblr.com/
[2] Boneyarddog. (2013, November). “Holly Henry Fan Thread.” Retrieved from
http://idolforums.com/index.php?s=&showtopic=706360&view=findpost&p=26015851
[3] Holly Henry. (2014, October 5). “Very Exciting Questions & Answers Video” . Retrieved from
https://www.youtube.com/watch?v=ypcD4CRo_Ow
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