In July, Hawkins launched his 90 Days to a Packed House campaign, a series of social media videos sharing advice to aspiring musicians. Some of the videos detail how to properly market and promote oneself, understand contracts and pricing models and plan out a run of performances. This new series leads up to a performance on Oct. 10 at The Alley Music House, where Hawkins will perform new music.
It’s been nearly five years since Hawkins released a full-length album. After being eliminated from The Voice in 2022, he took the reins on his career, embracing creative control and cooking up ideas. But with the new knowledge he had attained, he wanted to make sure that when he came back, he was more strategic than before.
“All of the music that I had ready to go, I knew I wanted to go back into the studio and clean some things up,” says Hawkins. “And then, I was just so focused on other things. I’m at school at Berklee College of Music, getting a music business degree. This past semester, I took Music Marketing 101, and we talked about publicity stunts, and I'm like, ‘How can I, how can I come out with new music without just saying I'm coming out with new music?’ I have to create an experience.”
Hawkins cites Beyoncé and her approach to her subtle-yet-immersive album rollouts, particularly with the Renaissance and Cowboy Carter eras, as one of his inspirations. He also said Durand Bernarr’s merch bundle deals during his recent tour were a great example of how he wants to give fans the most for their money.
In addition to 90 Days to a Packed House, Hawkins is also the founder of a program called Singing on the Go. “It’s a tiered system for singers and artists to build their brand,” he says. “And start the foundation, whether you're a beginner or an artist looking to level up.”
Singing on the Go offers three different tiers — Open Mic for new vocalists, looking to tap into their craft and learn the basics of the industry; Studio Session for established artists looking to expand their audiences; and Headliner for those who intend to make a long-term career out of their artistry.
When he’s not making music or helping others level up in their careers, Hawkins is instilling a love of music in the youth. He currently teaches piano at a middle school in his hometown of Lancaster. Hawkins believes it is important that his students see him persevere in a regular 9-to-5 setting, as this is the reality for many artists.
“The kids had already seen me on TV the year prior, and they were like, ‘What are you doing here? You're already famous?” Hawkins recalls. “And I'm like ‘OK, that may be true,’ — and, I use a Bible verse, Luke 12:48, — ‘To whom much is given, much is required.’ Why not teach these kids what I've truly learned? I want these kids to learn the business side early on.”
In between The Voice and his ongoing 90 Days campaign, Hawkins has maintained a steady flow of music. In summer 2023, he dropped “Red Car,” a bouncy, Prince-inspired pop-R&B track, perfect for riding with the top down during that sun-kissed season. Valentine’s Day of 2024 saw Hawkins release “I’d Be a Fool,” a lamenting ballad on which he reflects over a tumultuous relationship, one he says resulted in him seeing a therapist.
“When I first wrote the song, I was singing the song from a place of hurt, anger, and pain,” Hawkins says. “And now when I perform it live, I'm singing it from a place of happiness.”
Hawkins still hasn’t given up on love. Ahead of the Oct. 11 performance, Hawkins will release a new single titled “Love, I Miss You,” over which he expresses that he’s willing to give love another shot — only this time, he’s approaching it with caution.
“This is me dreaming of a love that I feel like I've never actually had,” says Hawkins. “Have I truly experienced love? I don't know. But I'm hoping for the best.”
Whether Hawkins is singing of romance or teaching the next generation of artists the love of the game, he feels that he’s nailed the timing for his new era. “Everybody's been asking for this new album for quite some time, and I'm finally ready to give it to them.”
It’s been a minute since Hawkins has dropped, but that doesn’t mean he hasn’t been putting in the work. And yes, he knows you’re watching, even from afar. But with his 90 Days series, along with the fans — both longtime and new — Hawkins is looking out for other musicians, and sharing the knowledge that has helped him survive a rapidly evolving landscape.
“It's a challenge to myself, because I know some people, they're going to watch, — and it's for aspiring artists, — but some people are also going to be like, ‘I'm going to see if he actually going to pull this off,’” Hawkins says. “And what I’m saying now is that we're going to pull it off.”
Join Kevin Hawkins' 90-day journey to building a sold-out hometown show from scratch.
Anthony Ferrell
