Building a successful career as an independent artist is a dream for many, but the path to success can be challenging. Unlike mainstream artists with the backing of major record labels, independent musicians have to wear many hats, from managing their own marketing to booking shows and handling finances. However, with the right strategies and mindset, you can carve out a successful career on your own terms.
This guide outlines the steps you need to take to build a sustainable and thriving career as an independent artist, from growing your fanbase to monetizing your music and everything in between.
Before we dive in...
Playlist placements are a crucial aspect of an artist’s visibility. Pitch-Us offers a tailored Spotify Playlist Pitching Service to get your tracks on the right playlists. We offer a wide range of packages, depending on your needs, budget, and the number of curators you want to reach out to. Getting placed on playlists can significantly boost your streams, increase your audience, and help get you discovered.
How it works:
- Choose a pitching service on the Spotify Playlist Pitching Service page.
- Submit your track and genre.
- The team will pitch your track to relevant curators and playlists in your genre.
Playlist placements are a powerful tool to grow your presence as an independent artist, so don’t miss out on this opportunity.
Now, let’s get started with the key steps to building a successful career as an independent artist.
How to build a successful career as an independent artist
10 ways to build a successful career as an independent musician:
- Find your style
- Build your visual identity
- Use social media to engage with fans
- Play shows and connect in person
- Use distribution services
- Create a Spotify artist profile
- Create an engaging website
- Email marketing and newsletters
- Explore different revenue streams
- License your music
1. Find your sound and style
Your brand as an artist is not just about your music—it’s about how you present yourself to the world. To build a successful career, you need to establish a unique identity that sets you apart from other artists. This starts with finding your sound and developing your style. Consider your influences, your personal story, and what makes you unique.
Case study: Tash Sultana
Tash Sultana, a multi-instrumentalist from Melbourne, Australia, built her career from the ground up. Known for her looping skills and genre-blending sound, Sultana first gained recognition through her viral YouTube videos.
She developed a unique style that reflected her roots in alternative rock and reggae, paired with her incredible instrumental prowess. Tash’s commitment to authenticity and self-reliance has been key to her growing success, as she became an international star without a traditional label backing.
2. Build your visual identity
Your image is also a crucial part of your brand. Create an aesthetic that reflects your music, whether it’s through your album covers, social media profiles, or music videos. Consistency across all your platforms helps build recognition and trust with your audience.
Chris Brown does this really well, blending his artistic creativity with his music and overall identity. From dying his hair with bright colors to his bold fashion style, Chris Brown has built a solid visual identity over the years.
Pro tip: Invest in a professional photoshoot to create high-quality promotional material for your social media, website, and press kit.
3. Use social media to engage with fans
Social media is one of the most effective tools for independent artists to connect with fans and build a loyal following. Platforms like Instagram, TikTok, YouTube, and Twitter allow you to market a song on a budget by sharing your music, behind-the-scenes content, and personal stories, giving fans a glimpse into your creative process.
Tips for social media growth:
- Post consistently and engage with your followers by responding to comments and messages.
- Use hashtags strategically to increase your visibility.
- Share videos, live performances, and even fan-created content to encourage interaction.
Case study: Tyla
South African artist Tyla has mastered the art of connecting with her fans through behind-the-scenes social media content. By sharing clips of her creative process, rehearsals, and day-to-day life, she gives her audience an authentic glimpse into her journey. This approach humanizes her brand and builds deeper connections with her followers, keeping fans invested in her story.
4. Play shows and connect in person
Live performances are still one of the best ways to build a loyal fanbase. Whether it's local gigs or larger tours, performing live allows you to connect with your audience in a real and personal way. Try booking shows in cities where your music resonates, and always make an effort to interact with fans after the show.
Pro tip: Even if you're just starting out, consider performing at open mic nights or local venues to get your name out there.
Success metric: Independent artists who consistently tour and engage with their fans have higher chances of success. For example, Alec Benjamin made a name for himself by performing live to small crowds, and as his audience grew, his touring revenue followed suit. By engaging with his fans in person, Benjamin built a strong, loyal following that helped him achieve mainstream success.
5. Use distribution services
To get your music on major streaming platforms like Spotify, Apple Music, and YouTube, you need to use a digital distribution service. These platforms can get your music to millions of listeners, but it’s important to ensure that your music is available everywhere possible. Services like TuneCore, CD Baby, or DistroKid make it easy to distribute your music without a label.
According to Statista, by the third quarter of 2024, Spotify had reached 640 million active users, making it one of the most lucrative platforms for artists to generate income and visibility.
Pro tip: Ensure you include your music on platforms like Bandcamp or SoundCloud for additional exposure and direct fan sales.
6. Create a Spotify artist profile
Having a verified Spotify artist profile is a must. It's one of the best marketing platforms for independent musicians. A Spotify artist profile allows you to control your page, interact with your fans, and track your stats. With Spotify’s tools, you can submit your music to curators and get on playlists, which is key to growing your audience.
Pro tip: Use Pitch-Us’ Spotify Playlist Pitching Service to help get your tracks placed on curated playlists, which will help boost your streams.
7. Create an engaging website
Having a professional website is a great way to showcase your music, bio, and upcoming shows. It’s a hub where fans can learn more about you, buy your music, and get the latest updates. Platforms like Wix, Squarespace, and WordPress make it easy to set up a website that’s both affordable and customizable.
Key elements to include:
- Music player or links to streaming platforms
- Press kit for media inquiries
- Tour dates and contact information
- Merchandise store
8. Email marketing and newsletters
Don’t underestimate the power of email marketing. Build an email list of fans who want to hear from you. This allows you to send them exclusive updates, tour dates, new releases, and merchandise offers directly. Services like Mailchimp or ConvertKit make it easy to create and manage newsletters.
9. Explore different revenue streams
Being an independent artist means you need to explore multiple revenue streams to sustain your career.
Here are a few ways to monetize your music:
- Streaming royalties: While not huge per stream, streaming royalties add up over time if you have a large following.
- Live performances: Touring and live shows are one of the biggest income sources for independent artists.
- Merchandise: Create and sell branded merchandise such as t-shirts, hats, and posters. You can sell directly to fans through your website or platforms like Teespring.
- Crowdfunding: Platforms like Patreon or Kickstarter allow fans to support you financially in exchange for exclusive content, early access to music, and special perks.
10. License your music
Another great way to make money as an independent artist is through music licensing. You can license your music for use in TV shows, films, commercials, and video games. Signing up with a music licensing platform or pitching your music directly to music supervisors can help you tap into this lucrative market.
Success metric: Indie artist Frank Ocean made a significant amount of money from licensing his music to TV shows and commercials. His album “Blonde” generated millions in revenue, and much of that came from smart licensing deals.
Building a long-term career as an independent artist
If you want to build a successful career as an independent artist, know that it takes time, consistency, and dedication. By developing your unique brand, growing your fanbase, distributing your music widely, and monetizing your efforts, you’ll be on the path to a sustainable career in music. Remember, there’s no one-size-fits-all approach—your journey will be unique to you.
And as you continue to grow, consider using Pitch-Us’ Spotify Playlist Pitching Service to help boost your visibility and get your music heard by new fans. With the right tools and a clear strategy, you can build a thriving career on your own terms.
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