Tips for independent artists

The music industry is changing in front of our eyes. The internet has leveled the playing field and provides a direct line from artists to listeners, but it also means there is more competition than ever before. Major labels still dominate the charts and the balance sheets, making up 80% of music industry revenue, but nevertheless there are multiple paths to building successful and sustainable career as an independent artist.

We asked experts across the music industry—from booking and distribution to management and radio—for their advice for independent artists. Take it all in below.

• Build a team.

  

  "Every artist needs a strong team around them. Just because an artist is independent, it doesn't mean they have to do it all by themselves. Look for people who you can trust, who understand the vision, and most importantly, who can do the job! You can work with your family and friends as long as they are accountable for the responsibilities given. Having a solid team going into any situation, especially when signing with a major, is a huge leverage, because you've already built that safety net, that foundation for yourself."—Julie Rene Tran, Founder of All The Best Media

• Define your own success.

  "The main fallacy of being an independent artist is that you're competing with major label artists, that it's your job to replicate the resources they're provided by the label. In reality it's two separate worlds and there's no competition to be had. The most important initial step is to define what success means to you. Figure that out and don't lose sight of it. Try not to compare your progress to anyone else's. Seriously, don't, it will fuck you up. Just focus on your end goal and chip away at it day by day... As long as you're recording music you love and it's connecting with literally anyone it won't be time wasted however it eventually turns out."—Roger Gengo, Editor-in-Chief of Masked Gorilla

• Don't rush your releases.

  

  Images via Spotify and Soundcloud

  "Plan your releases in advance to make room for marketing. Releasing your music with a great distribution partner is only the beginning. There’s so much competition for placements, so it’s important that you have a solid plan for how you will tell your story and drive fans to engage with your music. Take advantage of the data that your partners provide you. Whether it’s streams & earnings in Stem, or fan information from Spotify Artists—this information is invaluable to you. Check it regularly, ask questions, start to recognize trends, and use it to make stronger decisions about everything from choosing a date to to drop your next single to routing a tour.”—Shanna Jade, Director of Brand Strategy at Stem
• Don't rush into signing a deal.

  "If I'm ever going to sign a deal I need more leverage to get the terms I want so I can make sure it's entirely something that's done the intelligent way and is going to benefit me. Because at the end of the day, labels need me more than I need them. If anything, being independent means I'm cashing out more because everything's going directly to me, and my manager, and my band, and my team. It's not going through a label."—Cuco

• Know how you're unique.

  

  "There's no formula to breaking in 2018—but we've found that it is important to have a combination of unique, compelling content and intelligent marketing that capitalizes on the right channels such as YouTube, Spotify playlists, SoundCloud reposts, and influencer support. Understanding who you are, your sound, and what makes you unique is critical to finding the pipelines to audiences that will most greatly appreciate your work."—Shav, CEO of Indify

• Don't worry about radio too early.

  

  "Don't go to radio straight off the bat. Spend some time putting out music and figuring out who you are as a band or artist. Build strength online, get your music out there to see how it reacts and have fun with it. Once you've spent a while developing that way then the radio beckons. You don't need a radio plugger to start with, find your station and the best new music tastemakers on it and get in touch. They want to find good shit and if you have it, then you are doing their job for them."—Phil Taggart, BBC Radio 1/Hometown Records/Slacker
• Work on your live show.

  

  Credit: Coyd Jordan for Pigeons & Planes

  “When you are starting to build your fan base as an emerging artist, treat every opportunity to perform as an opportunity to create a moment, to write a key piece of your story in real time. Do everything you can to make sure your fans, or the people that support you, are at the show. Line up the release of a new project, your social media content, etc. around the date of the show. Put the preparation in to make sure you stand out once your on stage. You can create visuals to play during your performance, you can be creative with lights. Practice. Get the show down pat. Go out there and kill it, and for the love of everything please don’t rap over your own vocals.”—Alex Damashek, Founder of Move Forward Music

• Then find a booking agent.

  

  Image via Getty/Johnny Nunez

  "Having the right team of agents is crucial for any artist. For most artists, touring is the main source of income. It’s your team's job to translate your artistic vision into sustainable touring. In order to do that, they have to understand your vision, have the time to execute and the patience to not skip any steps."—Joe Hadley, Agent at CAA

• Trust is earned.

  

  Image via Getty/Dave Pedley

  “The best advice I can give is to not trust anyone who hasn’t been there since before your were profitable. If you start popping off and all of suddenly people come out the woodwork offering loyalty and to help you, you have to assume there’s something in it to gain for them. Otherwise, why would they be there at all? They certainly weren’t there when you weren’t doing anything, so assume everyone is a piece of shit until proven otherwise. And beat your meat frequently.”—JPEGMAFIA
• Just do it.

  

  Image via Getty / Jonny Nunez

  "My advice for a brand new artist starting out would be: Just Do It! I see a lot of new artists get lost in their own heads, making extremely detailed plans and timelines and creating scenarios before releasing any music and getting any feedback. I think it’s great to have concrete goals and a purpose from the jump. And as Styles P once said, 'You should ask yourself, what you trying to do this for,' but don’t let those goals be so locked into a timeline or strategy that it becomes a handicap." 

  "To let things grow, you've got to let them go. So, if you’re new and just starting out, enjoy this time to try new ideas, share songs in unique ways and kind of treat the early stuff like experiments. If things go well, soon there will be eyes, there will be expectations, and you’ll have a lot of people looking at you. That’s when you start stressing over timelines and shit. But in the beginning, set your goals and work your plan, but don’t let your plan work you. Release music, track the results, and adjust accordingly.”—Alexander Fruchter, Co-founder of Closed Sessions