Alexis Strum has revealed what happened after she appeared on BBC Morning Live (Image: Instagram/alexisstrum)
A woman who performed live before millions on BBC One has revealed the disappointing aftermath of her latest opportunity for musical stardom.
Alexis Strum has experienced several elements of misfortune in her colourful musical career so far. Having secured a recording contract with WEA Records, distributed by the Warner Music Group, back in 2002, according to Xenomania.
Yet after recording her first album, it was shelved, and she was dropped from her deal, with two of her songs given to other performers including Kylie Minogue and S Club 7’s Rachel Stevens. Three years on, Alexis signed with Universal Music, though once more fortune evaded her.
Her first single, ‘Bad Haircut’ failed to make an impact – and once again her album was shelved. In a third near-miss during her career, Alexis had been scheduled to appear on ITV’s Lorraine – only for the programme’s producers to cancel her slot over concerns her track, ‘Addicted’, referenced drugs due to its lyric: “I’m a junkie, I’ve overdosed on Chunky Monkey.”
However, Alexis subsequently clarified to Metro: “It’s a Ben and Jerry’s flavour – banana ice cream.”
Now, Alexis has confessed she was left feeling “embarrassed” after singing one of her own tracks on Morning Live, hosted by Helen Skelton, Gethin Jones and Michelle Ackerley.
“So embarrassed to share this, but is anyone else going through this?” she questioned on TikTok alongside footage of her performance. “Had a massive opportunity and it doesn’t necessarily connect?”
Alexis exposed the brutal realities of the music industry, revealing that her television appearance led to her selling just one CD.
“I’m sharing this because I think it’s important to share,” she added: “I was on TV performing in front of millions of people a couple of weeks ago and I don’t think I expected the world would change – but I sold literally one copy of my album, ‘Swim’ on the back of that.”
Today, Alexis hopes to offer fellow aspiring musicians a “reality check” drawing from her own difficult experiences. She revealed that major labels had previously dropped her and she has since “poured her heart” into creating music.
“The song in particular was about my mum who passed away from Alzheimer’s and music means the absolute world to me,” Alexis continued.
She cautioned other artists that appearing on television might appear “life-changing” and generate a “tsunami of interest” – but in truth, she drove home after her BBC appearance, tidied her house and resumed being “Alexis Strum, mum and living my normal, if not best, life”.
“Nothing really changed,” Alexis stated. “This is the reality of being an independent artist. But nobody is asking me to do it, so I can’t really blame anyone.
“I just wanted to share that with you. I’m pretty sure Swim will find its people because it is such an emotional song and it’s bigger than me. So this is why we do it, right?”
All isn’t lost, however. For Addicted finally got the release it deserved in 2023 in digital form via Warner Music Group. And a physical release followed in May this year courtesy of the label, Back on Wax.
In response to her video, one viewer remarked: “People don’t physically buy music anymore just stream it and also not many watch TV anymore too so online is a better platform for selling and streaming so keep plugging away here!”
A second concurred, stating: “That is not a judgement on your music. It’s modern technology. I used to have a top of the range hi-fi system, had a few CD players and now I just stream. They don’t even put CD players in cars anymore. Sadly from a consumer point of view, there really is little point in buying CDs anymore, especially if you have nothing to play them on.”
While a third provided encouragement: “I had a song from 10 years ago make it onto a George Clooney film a few years ago. Songs always find a home. Keep going.”
If you want to support Alexis and her music journey, check out her music here.
