As Steph Strings concluded her first headlining show in Brooklyn this March before a packed, cheering club crowd, she signed off with the declaration: “I’m 25 years old. I’m from Australia. And this is just the beginning.”
And what a beginning it has been.
In January, Strings’ self-released album Feel Alive debuted at No. 2 on the ARIA Australian Album Chart. In March and April, she played headlining shows in the U.S. and Europe — and on Saturday (June 13) she’ll play a midday set at the Bonnaroo Music and Arts Festival on the Which Stage. The set will be part of the Bonnaroo livestream on Disney+ and Hulu.
Strings has been steadfastly independent to date. Starting her career as a busker on the streets of her native Melbourne, she has declined so far to sign a record or publishing deal. And, nevertheless, she has landed summer bookings not only at Bonnaroo but other high-profile festivals including Summerfest in Milwaukee on June 19 and the Sea.Hear.Now Festival in Asbury Park, N.J. on Sept. 19. She also has a support slot on Jesse Welles’ summer tour.
“It’s been a rock star year,” says Strings. She spoke to Billboard on a Zoom call hours before a flight to Denver where she played before a crowd of some 3,000 in a free concert at the Levitt Pavilion, on a bill with Colorado-based singer-songwriter Patrick Dethlefs.
Strings’ rise highlights the role of music festivals and booking agencies — often ahead of music publishers and record labels — in the industry’s global A&R process today, and in the discovering and development of tomorrow’s superstars.
Strings’ growing fan base demonstrates how social media has become a promotional tool as powerful as a PR campaign or radio play. She has a combined social media reach of more than 1.5 million across platforms.
A Bonnaroo booking for an unsigned artist is “unusual, but not unheard of,” says Josh Knight, senior vp of music at The·Team, the agency that represents Strings for North America and Europe. “I’ve built my whole career around artists that are independent and most of them have played Bonnaroo and the larger festivals,” adds Knight. “You don’t always need to be on a label to sell tickets and have people listen to your music.”
The·Team first saw success booking Strings in Europe where her virtuosic guitar playing, engaging songs and charming personality won over fans in multiple countries. When the opportunity arose to work with Strings in the U.S., “I jumped at the chance,” says Knight, who succinctly summarizes the young artist’s draw:
“She plays great guitar and has a great voice and a story to tell. I knew that if we just gave it a shot, that we could build [her career] the way I’ve done so many other bands, which is on the road first.”
Here are six things to know about Steph Strings.
