The band so niche, it’s nice. Coyote Theory is an indie band from Orlando, Florida. Formed in 2010, the Coyote’s have reached millions of fans with songs like the 2020 viral, platinum selling record, “This Side of Paradise” that awakened a new generation of fans to their music. Now with a new album, Still you can visit www.coyotetheory.com for latest show dates and songs.
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LET’S KICK THINGS OFF WITH THE ORIGIN STORY. HOW DID COYOTE THEORY COME TOGETHER, AND WHERE DID THE NAME COME FROM? WAS THERE A MOMENT WHERE IT ALL JUST CLICKED?
If there was a moment when it all finally, “just clicked” then it hasn’t happened yet. We started this band in 2010, because Grayson [Guitar/Bass] and I (Jayson Lynn) wanted to be in a band together. We had been in different local groups, but never together. The music and everything else kind of sprouted out organically after that — With good chemistry, the music kind of finds its way out naturally. We would’ve never sat down and purposefully tried to create “jazz-pop” music.
The name is funny because some names grow up well, others don’t. I’m not sure where Coyote Theory sits these days for us, but it came from weeks of tossing out names that not everyone liked. Ice Cream, The Danger Field, the list was long. Us coyote’s came to this name because I found it while researching for my economics class and liked the idea of the old Looney Toons. Those cartoon laws of physics telling the coyote if he never looks down, he’ll never fall. It really encompassed how we felt about chasing music coming right out of high school.
YOU’VE DESCRIBED YOUR JOURNEY AS A BIT OF “FAILING FORWARD.” CAN YOU SHARE A MOMENT WHERE SOMETHING DIDN’T GO TO PLAN, BUT ENDED UP MOVING YOU IN THE RIGHT DIRECTION?
Having our song go viral on TikTok. Honestly. That was such a fail forward — we had gotten back together after splitting up for half a decade, only to really stall out with writing new music. A suggestion from a friend that I make sure our music was added to TikTok in 2019, which was hurting for more music in its sounds library at the time, really gave us an open door. Fast forward to mid-2020, and the rest is history.
This sort of thing has been a trend for us coyotes. We were the first band to be “featured” on the homepage of the old pirating website, The Pirate Bay — because I just offhandedly asked them to do it after downloading our own EP from the site. Getting on ESPN Sports Center, opening for Twenty One Pilots — we really look at failing forward as another way to say keep knocking at every door until one opens.
We don’t let the reality that we’re not on the “traditional” path for a career in music slow us down. DIY band or signed to a label, I think the current environment is rewarding artists who are willing to find a non-traditional path up through the old tower of song.
WHEN YOUR SONG “THIS SIDE OF PARADISE” WENT VIRAL ON TIKTOK, WAS IT A TOTAL SURPRISE OR DID YOU FEEL LIKE SOMETHING WAS BUILDING?
Total surprise! As a bunch of guy’s in our late-20’s at the time, we weren’t on TikTok. We didn’t even know until friends started reaching out about the whole thing, and then labels came snooping around (only to find out we weren’t as young as they hoped). And honestly, trying to capture that sort of surprise, from a business side — converting people to followers or listeners — isn’t an intuitive process.
Content marketing isn’t taught alongside learning drums or guitar, you know? It’s hard to replicate others, and more so than thinking something was building, it became more of a how do you actually build something from this. The surprise now has been the sustained interest. One hit wonder, maybe. But it wasn’t a flash in the pan. The song, and our newer songs, have had more staying power with people than we ever could have imagined. We feel truly lucky.
WITH ALL THAT INTERNATIONAL STREAMING AND BUZZ, HOW DID YOU START WRAPPING YOUR HEAD AROUND THE ROYALTY SIDE—MAKING SURE YOUR SONGS WERE PROPERLY REGISTERED AND YOU WERE GETTING PAID?
Songtrust! Seriously though, it was about understanding every avenue royalties can be collected. Music business classes dabble in this topic, but they also tell you registering a trademark in Europe, as a tiny local band from Orlando, is equally important. It’s hard to make sense of all this stuff, so the first thing we had to do was validate what we already knew — things like being ASCAP members and collecting from all sources via whatever distro partner we picked. But then we had to accept that we needed to confirm what we didn’t know — were we thinking of publishing in the right way, were we splitting things right? Are we withholding the right amounts for taxes? A partner like Songtrust, legal counsel, advice from friends in the industry, as well as a great CPA (shoutout to June Wong, CPA) come in clutch. I’d suggest assembling this type of team before you start sourcing a manager or press agent.- First Step: get on the same page, as a group
- Second Step: bring in legal council and a CPA to set thing’s up right
- Third Step: reach out to other bands a few levels above you, and check your work
- Fourth Step: start thinking about if you need management, press agent, booking, etc.
YOU’VE JUST WRAPPED UP A BIG WRITING AND RECORDING SESSION, BUT SINCE YOU DON’T ALL LIVE IN THE SAME PLACE, HOW DO YOU STAY CONNECTED AND KEEP CREATING WHEN YOU’RE NOT PHYSICALLY TOGETHER? HAS THAT CHANGED THE WAY YOU COLLABORATE OR WRITE SONGS?
A pretty active text chain, weekly band meetings on Zoom or Muse, and good planning so we can get together for more than just gigs. We’re coming back to this music thing well into our middle age (or early 30’s, I guess), but it means we’ve got lives and families planted — Doing this again meant respecting and preserving that, while enriching it with music.
At the same time, finding ways to keep connected through a shared language is so important when operating as a group. We have a little book club we do together, listen and share new music constantly, and are really thoughtful about keeping all of us as connected as possible. One of the best ways to create together is to share a common language of art with everyone. It removes so much friction from the creation process — from music to lyrics to press photos and music videos.
YOU’VE BEEN THROUGH LINEUP CHANGES, MAJOR CAREER SHIFTS, AND EVEN DECISIONS LIKE SIGNING WITH A LABEL. HOW DO YOU STAY GROUNDED IN YOUR IDENTITY AS A BAND THROUGH ALL OF THAT?
It’s all a part of this journey, right? Every group goes through different moments — these are ours. You take it all in at the moment. Even with signing with labels, it’s such a gift, right — but at the same time, like I alluded to already, we come at this music career thing without the same desperation that we might've had in 2010. Having that presence of mind is helpful because it’s allowed us to really appreciate all of this as extra— I call it all cherries.
Anything that happens now and next for us coyotes is the cherry on top of a really rich life we’re already living.
LOOKING BACK AT EVERYTHING YOU’VE LEARNED, WHAT’S ONE PIECE OF ADVICE YOU’D SHARE WITH ARTISTS WHO ARE JUST STARTING OUT, ESPECIALLY THOSE NAVIGATING THE EARLY, MESSY PARTS OF BUILDING A MUSIC CAREER?
Don’t pretend you’re above any opportunity. Use your best judgement, but remember you’re just at the beginning. Accept you’re nothing… yet. Build a foundation internally and externally that is void of ego.
Internally, be equals from the start and make sure everyone does more than just play their intrument. It’s a big journey, so having someone dedicated to fufilling merch shipments, someone managing socials, etc. Put it all in a band agreement and sign it together. Hold everyone accountable to the greater goal.
Externally, don’t put a wall between you and the listeners. Play those shows that bring out 12 people, but take it seriously and get 12 new fans. If it costs less than $50, do the nice thing for those who support you. Ship a free shirt to Minnesota. Share the fan art when it’s made. Comment on the cover videos. Promote bands you’d love to build a community between listeners. Investing in people who invest back into you matters right now, it matters tomorrow, and will pay off throughout a long career.
AFTER EVERYTHING—THE UPS, THE BURNOUT, THE BREAKTHROUGHS… WHAT’S KEEPING YOU EXCITED AND INSPIRED ABOUT WHAT COMES NEXT?
Same thing that’s always inspired me about us coyotes. Getting to play shows and write music with friends. Millions of people listening to those songs and supporting us? That’s cherries! 🍒
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