In a bold move against the tide of digital music consumption, Newcastle singer-songwriter Lachlan X. Morris has launched his fifth album with a striking condition: you cannot stream it.
Illusionaires was released on Friday, November 21, 2025, but fans won't find it on Spotify or Apple Music. The retro-rocker is offering his new work exclusively on vinyl and CD, a deliberate attempt to reclaim the listening experience from the algorithms that dominate modern music.
The Ethos of Active Listening
Morris, a veteran of the Newcastle music scene for over a decade, says his decision is rooted in a desire for quality over quantity. He wants listeners to engage with his music in a physical, focused way, free from the distractions of apps and endless content feeds.
"The active listening thing is the ethos of what I'm trying to go for here," Morris explained. "I want to bring it back to a physical moment with the music. You put the needle down and you can enjoy it."
He has witnessed firsthand how talented local artists, including himself, can be swallowed by the relentless churn of new releases on streaming platforms. With an endless ocean of content, even appreciated music often gets a single listen before being forgotten in the ever-growing list of recommendations.
A Local Label Championing Physical Media
Helping Morris's vision come to life is Mitchel Eaton, the owner of Wallsend's Hiss & Crackle Records. The local label has released Illusionaires as part of an incredibly busy month, which also saw albums from Newcastle bands Maids Of Horror, FAHM, and IV.
Significantly, only one of these four new releases is available on Spotify, highlighting a growing local trend of prioritising physical media and direct fan engagement.
"I love the way Lach is doing it," said Eaton, who also plays guitar in FAHM. "The no streaming, full stop. It's a brave thing to do... it can be a punish when you don't get a response."
Eaton's approach at Hiss & Crackle is deeply grassroots. He focuses on creating a tangible connection with buyers, offering rewards for pre-orders like stickers, coasters, and guitar plectrums. This strategy is proving successful, with recent vinyl pressings of 150 copies selling a third of their stock within a week.
An Experiment on His Own Terms
Morris is fully aware that refusing to put his music on streaming services will drastically limit its potential audience. He describes the venture as an experiment, but one he is deeply passionate about.
"It's an experiment for sure," he admitted. "But it doesn't mean it can't work. Hopefully people catch on that I'm really passionate about trying this and they might jump on board."
Whether or not Illusionaires finds its audience, the outcome will be on Morris's own terms. For him, the goal is to create a lasting impression, something that "sticks with people" in a way that a fleeting stream on a playlist rarely can.
Lachlan X. Morris will officially launch Illusionaires at the Stag & Hunter Hotel on Saturday, offering fans a chance to experience his new music in the communal, live setting it was made for.
