Master Peace on Industry Double Standards for Black Indie Artists and His Party-Starting Debut Album

Last week, rising British pop acts Rachel Chinouriri and Cat Burns released the emotional new single “Even.” The song addressed the pair’s respective rise over the last few years. Chinouriri released her debut album What A Devastating Turn Of Events in May and enlisted actor Florence Pugh for the “Never Need Me” music video; Burns, meanwhile, hit No. 2 on the U.K. Singles Charts with “Go” and was nominated for a Mercury Prize for her debut LP, Early Twenties.

The song speaks to the double standards Black artists are held to in the U.K. music industry, as well as the mislabeling of their releases. Despite their love of indie music and varied inspirations across genres, they’ve been frustrated with the battles they’ve faced to be heard.

“Wish I didn’t have to climb twice as high / For them to see me, isn’t it crazy,” Burns reflects on “Even,” while in the chorus, the pair asks: “We talk the same, dress for fame / Why does no one else believe in / Us the same?”

Fellow British artist Master Peace – real name Peace Okezie – is credited as a songwriter on “Even” and knows the issues all too well. He released his debut album, How To Make A Master Peace, earlier this year, which featured contributions from alternative legend Santigold and dance producer Georgia. The record was infused with indie rock stylings and nods to Bloc Party and The Streets, but he says he still faces misrepresentation of his music and feels some opportunities have passed him by.

“We are from a place where we have to work a hundred times harder than the average white guy, because people see as Black artists and just chuck us in the R&B space. It’s a cop-out,” Peace tells Billboard.

In 2020, Tyler, The Creator spoke out against the categorization of his music as rap while collecting a Grammy Award and criticized the use of the ‘urban’ music category. There’ve been similar issues in the U.K. A 2021 study by Black Lives In Music reported that 63% of Black music makers had faced racism in the U.K. music industry, and included testimonies by artists of microaggressions and mislabeling of their music.

“For the work that we’ve put in, we should be further than we already are,” he says of Chinouriri, Burns and himself. “You can easily fall victim to it and think ‘it’s never going to work because there’s no Black U.K. pop stars,’ or you could be like us and step up and cut through.”

How to Make A Master Peace was released in March this year and charted at No. 30 on the U.K.’s Official Album Charts. He’s since landed an Ivor Novello Award for their rising star trophy, collecting alongside fellow ceremony winners like Bruce Springsteen. He supported Kasabian at their massive homecoming show in Leicester, England, earlier in the summer and recently landed a nomination at the Independent Music Awards (AIM) in the best music video category. A run of live dates is now taking place in the U.K., but he still feels like people within the industry and potential listeners need convincing of his credentials.

“On paper when you look at all the achievements you think ‘why would he complain?’”, Peace says. “I wouldn’t say I feel like an outsider in my scene, but do I feel like I’m held up the same way as certain bands or artists? Probably not.”

He signed to Universal’s EMI in 2020 and had a string of releases under the label. He says that hype around his live shows – particularly given the lack of releases – was what got the majors involved. “As a result,” he says, “people had nothing to reference [my music] to” beyond a YouTube freestyle which saw him creatively rap over a-ha’s “Take On Me.”

When his A&Rs left EMI, he followed them and inked a deal with PMR Records, whose previous success stories include Disclosure, SG Lewis and Jessie Ware.

“At EMI it was about dropping tunes, but I don’t think they understood what we wanted to build; maybe at the time I didn’t even understand.” He started again from scratch as an independent artist, but refined his direct, party-starting sound and continued collaborating with songwriters and producers like Julian Bunetta, who has credits on Sabrina Carpenter’s “Espresso” and her 2022 single “Nonsense.”

His album’s release dovetails with the ‘indie sleaze’ hype in recent years, a moment where younger fans on have revisited works by the Yeah Yeah Yeahs, The Strokes and more, and been enraptured by Lizzy Goodman’s Meet Me In The Bathroom oral history and documentary. “Where I’ve come from and my background, I’ve always been in fight-or-flight mode. I’ve always wanted to take a leap and risk things,” he says. “It was a big risk making an indie sleaze-inspired album when no one knew about what that was all about.”

Now Peace is keeping the momentum up with How To Make A(nuva) Master Peace, a new EP that acts as a deluxe record to his debut. “Dropping the album when I did got me so many amazing opportunities, so I want to keep it up,” he tells Billboard.

But most of all, he wants the music world to recognize his work and what his contemporaries are doing without stereotyping. “I’m a Black, alternative artist that makes pop music and sits in that space. I want to be that guy who people look at and think, ‘His thing is valid’.”

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