LoadingThe music industry has transformed dramatically over the past decade, empowering independent artists like never before. With the rise of streaming platforms and accessible production and distribution tools, it's an exciting time to forge your own musical path. The competition is, however, bigger than ever. This guide will help you identify the key steps and tools to build a successful independent music career.
Your sonic identity vs. the music industry
Your music is your creation, a piece of your soul and creativity, and in a way, it's perfect as it is. However, if you aim for success as an indie musician, it's crucial to invest time and energy into crafting a unique sound. It should be approachable yet distinctly yours.
You're competing against major labels, independent labels, and countless independent musicians. Understanding why your music (your “product”) stands out and appeals to potential fans is, therefore, incredibly important. By knowing the music industry and your place in it, you can set realistic expectations and achieve your goals.
While regularly releasing music and building your repertoire is beneficial, quality will always trump quantity. Ensure your music remains competitive and distinctive.
Music is not just about your sound – but also your branding
Creating good, unique, enjoyable music is key. However, your brand also plays a significant role in your appeal. Branding isn’t just about a logo, though; it’s the story conveyed through all visible elements – pictures, artwork, press coverage, and more.
If you're serious about your indie musician career, you shouldn’t neglect to develop and showcase a visual identity that reflects your style and music, making it easy for your target audience to connect with you as well as remember you.
Consistency across all platforms is crucial. Let your identity shine through everything that features you, from social media to merch.
Content is king, but distribution (= accessibility) is King Kong
Accessibility is crucial – and we don't mean just the presence on all the major streaming platforms. Yes, you do need to choose a distributor that you're satisfied with, ensuring your music is available everywhere, including the option to be added to reels, posts, and stories on social media.
But don't stop there! Be present on platforms like Bandcamp and SoundCloud. These can reach a more dedicated audience and offer potential earnings. Also, consider having a Patreon, doing live streams (on Twitch, for example), and/or creating music or lyric videos. Keep in mind that not everyone uses Spotify or Apple Music, but they might be into what you create nonetheless.
Creating social content with your music will spread your wings even more. Live performances, music video snippets, dancing to your own song… anything that makes you more present works, as long as it aligns with your branding.
If your music finds success, exploring sync licensing (the permission and use of your composition in a moving picture – film, tv series, adverts, video games, or other audio-visual productions) might be the next step, giving you even more, and different kind of exposure.
Connecting with your audience to create a loyal fanbase
Did you know that most of the biggest stars' streams don’t even come from Spotify editorial playlists? Their highest streaming comes from… their own profiles! It's thanks to their loyal fans actively searching for their music.
Engaging with your audience is non-negotiable – one of your biggest long-term goals should be turning them into your fans. Social media, SoundCloud, YouTube, Discord, Twitch, and live gigs are great tools for that. Use your music's unique selling proposition (USP) and your branding to build a community around your music.
It's not easy – it takes time, effort, and consistency. Regularly post content (not just promotional, though; try to be personal and natural), share behind-the-scenes moments, play live, and respond to comments, asking back, being not just interesting but also interested.
Make your fans feel heard, and over time, you'll create a strong fanbase – your most valuable asset in the long run.
The art of live performances
Live shows are where you connect with fans on a very different, deeper level, so they deserve their own part in this article. If you're new to gigs and don't know where to start, start small, by asking local venues whether you can perform there. As you gain experience, don't forget to mention that previous experience when gradually expanding your reach.
To find gig opportunities, searching online might also be a good idea. You can also check Indie on the Move or Sonicbids.
Merchandise can be a valuable asset at live gigs, both for generating additional income and also for strengthening your brand.
Network your way to success
Building relationships is crucial in ANY industry, but in music, it’s especially important. As an indie artist, having people in your corner can make a huge difference. Even if it’s a pain, think about investing in areas where you might lack expertise, be it mixing, mastering, artwork, advertising, or anything else.
Apart from that, try to actively seek out connections, whether by attending relevant venues and events, or by exploring the road of collaborations. These can provide new experiences and help you tap into new audiences by sharing them with another artist or project.
Not sure how to find potential collaborators? Start with communities on Reddit, Hot or Not, or the #artists and #networking chatrooms on SubmitHub. You could also consider a deeper kind of research, going into your Similar Artists on Spotify (and perhaps also the similar artists of the similar artists), reaching out to those who share your vibe. Be honest about who you are and why you’re reaching out, and it might just work out!
Strategic music promotion
To get your music out there, you do need to promote it. Simply being good at music unfortunately won’t cut it – 120,000 to 140,000 songs are released daily, so you can't rely on luck alone to be noticed in such a huge pool of music.
In addition to social media and YouTube presence, ensure you have all the essentials in place to feel professional: Spotify Canvas, updated bios, recent pictures, a website... Then, start building and using (not abusing) an email database, reach out to local and university radio stations (before moving on to the bigger ones), and leverage music blogs for SEO presence with each release, leaving that “trace” with everything you put out. Playlist placements are also worth exploring, as they can boost your Release Radar's reach and trigger algorithms, especially if your release weeks are strong.
With that, consider advertising on social media, especially Meta. Well-used Meta ads can attract more engaged followers than playlists do, and convert part of them into long-term fans. This approach is, however, more costly.
Make sure to experiment with different promotional channels and focus on the combination of them that proved to yield the best results. Ultimately, you should choose what feels natural for you.
Monetization? Possible, but challenging
Making money as an independent artist is tough, and if you’re only in it for the money, you might quit rather quickly. However, there definitely are ways to generate income. Merchandise sales and live performances can be more tangible sources of revenue, especially if you're indie.
Yes, you do get streaming (= mechanical) royalties from streaming platforms, but they may not be enough to sustain you unless you achieve significant success. Consider registering with a Performance Rights Organization (PRO) to collect public performance royalties from radio broadcasts, nightclub plays, and concerts. This can provide some additional buck especially as your music gains traction.
After getting some success, licensing your music for film, TV, or advertising can be the logical next step to earn some serious money – but bear in mind that this field is even more competitive. Approach it with high hopes, but low expectations.
Staying updated and adapting
The music industry is constantly evolving, and so will you – even if you don’t want to ;-) While you shouldn’t chase trends or create songs solely to follow a fad, staying informed about the latest trends, technologies, and platforms can only benefit you. Even if you choose not to adopt them, knowing what’s out there helps you make informed decisions.
Know your enemies (the competition), your friends (the potential collaborators as well as the target audience), and use the tools and feedback available to refine your music and adapt your strategy or targeting, rather than drastically changing your style.
In the music industry, it's eat or be eaten.
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Feeling dedicated, persistent, and motivated? A career as an independent musician demands a lot of work and time, and it's only for you if you have them. It won't be easy, but there are tools and opportunities available if you’re willing to persevere, and we at SubmitHub try to offer some of them as well.