MAKING THE CUT

Artist teams seeking a unique new angle for visibility are finding opportunities with Gunpowder & Sky's video brand CUT, which prioritizes unscripted moments in the service of insightful and often hilarious results.

The platform, which is both a website and FAST (free ad-supported) network, features a host of short-form video franchises increasingly attracting the attention of such musicians as Latto, who appeared in an episode of Truth or Drink with her sister, Brooklyn. The clip, in which the pair debate a variety of sexual queries, (live) performance anxiety and the Latto song that's Brooklyn's least favorite, has generated nearly 2m views on YouTube alone.

The Kid LAROI, meanwhile, participated in an episode of The Button, during which the Australian artist speed-dated 15 women in less than 12 minutes. We can't even button a shirt that quickly, but nobody wants to date us anyway.

Much in the way Hot Ones has drawn big names like Post Malone, Lizzo and Billie Eilish to talk shop and eat the spiciest of chicken wings, CUT's franchises look like a low-risk, high-reward method of getting the word out about new artists and music.

If we ever appeared on Truth or Drink, you'd quickly learn the truth: We can't hold our drink.