In today’s music industry and with the rise of digital music platforms and social media, more and more independent artists are choosing to forgo record labels and pursue success on their own terms, with more opportunities than ever to reach a wider audience and build a loyal fan base.
That said, while we seem to be moving away from recording contracts, there really is no one-size-fits-all answer and there are a number of things to consider when deciding whether or not to pursue a music career independently or with a record label. It’s important to keep in mind that both paths have their advantages and their challenges, and the right choice often depends on your goals, your values, and the specific circumstances of your musical career.
Let’s look first at the role that record companies play in the music industry, and then look at some tips to help you thrive without a record label as an independent artist.
1. What are record labels and what is their role in the music industry?
To set the scene a little, let’s look at the record companies. Three major record companies dominate the global music market and are known as the ‘big three’: Universal Music Group (UMG), Sony Music Entertainment, and Warner Music Group (WMG). These companies have always exercised significant influence and control over the production, distribution, and promotion of music. All three have an extensive roster of artists spanning genres including pop, rock, and hip-hop… and they each represent some of the biggest names in the music industry.
Apart from the ‘big three‘, you also have a lot of smaller record companies, and the advantages of signing with one of them are numerous. The first advantage, and perhaps the most important, is that record companies can provide financial support for recording, production, marketing, and touring. This support can be crucial, particularly for artists looking to invest in high-quality production and extensive promotional efforts.
However, in some cases, it can be a poisoned apple and some artists find themselves waiting years after signing with a record company before receiving the funding they need to produce their debut album.
But another advantage that tips the scales in favor of record labels is that they usually have experienced professionals who can provide advice in areas such as marketing, promotion, and contract negotiations, and they offer greater reach as they often have extensive distribution networks. Not only can this help you hone your artist and brand image, but it can also help you book and promote tours, which will help you reach new audiences and build your fan base through live shows.
Ultimately, the decision is yours and depends on a myriad of factors. Some artists find success and fulfillment as independent musicians, while others benefit from the resources and support that a record label can offer. It’s essential to weigh the pros and cons carefully, consider your long-term vision, and make decisions in line with your artistic and professional goals.
Now, before we move on, we need to look at indie labels, short for independent record labels. These play an important role in the music industry and are something of a cross between a record label and an independent musician.
Among the advantages they offer is artistic freedom, as independent labels often allow artists to exercise greater creative control over their music than major record companies. This autonomy can be crucial for artists who want to express themselves freely without commercial constraints. Independent labels may also be able to offer more favorable terms when it comes to retaining the rights to an artist’s music. This can be attractive to musicians who want to retain ownership and control of their work, and it at least gives the artist more power to negotiate.
In addition, independent labels, who are generally looking for new artists to sign and new music, are often more willing to take a chance on emerging artists who may not yet have proven themselves commercially. They will be open to unsolicited demos. Demos allow artists, songwriters, or bands to showcase their musical ideas, compositions, or performances by communicating the musical vision, arrangement, and potential of the songs.
Now, with all this information, you’ve decided that the independent route is for you. What’s the next step?
2. Learning the business side of the music industry as an independent artist
With the rise of digital distribution and online platforms, independent artists can now monetize their music directly without depending on a record company. And while we’ve just seen the advantages of signing with a record company, there are many advantages to remaining independent.
By forgoing a record label, you can retain greater creative control over your music, your image, and your career decisions, and you don’t have to take outside feedback into account. Another huge advantage of going independent is that you retain the majority of your income and also have more flexibility to release music at your own pace.
You can experiment with singles, EPs, or albums without adhering to a label’s release schedule. Finally, you can communicate directly with your fans through direct communication channels such as social media and email newsletters.
But now that you’ve decided to do without a record company, you have to tune your mind to the business side of the music industry. Do you remember all the roles we’ve just seen that record companies fill, these are things you’ll have to do now and you’ll have to manage your own career.
So it’s time to learn about music publishing, music licensing, music distribution, record sales, copyright, and royalties. These are all things you need to master, and you also need to understand the basics of marketing and promotion to effectively reach your target audience.
By learning about these topics, you can make informed decisions about how to monetize your music and maximize your revenue streams.
It’s also important to keep abreast of any new innovations or developments in the industry as the music industry is evolving and many artists are finding innovative ways to balance independence with strategic partnerships and collaborations.
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3. Creating high-quality original music that stands out as an independent artist
While this is important for everyone, it’s particularly important for an independent artist because when you’re on your own, no one will help you sell your music and you need to concentrate on creating high-quality original music that stands out.
When it comes to recording new music, independent artists have more options than ever. Thanks to advances in technology and the rise of DIY recording studios, artists can now create high-quality music for a fraction of the cost. Just make sure you invest in the right equipment for production, mixing and mastering to ensure your tracks sound professional. If you don’t have a DIY studio, you could also consider hiring studio time.
One of the advantages of being an independent artist is the freedom to be as creative as you like. So don’t be afraid to experiment with different genres and styles to find your unique sound and keep creating and releasing music regularly.
4. Releasing your music without a record label
We are in the age of digital music and the best way to distribute your music is on the major streaming platforms such as Spotify, Apple Music and Amazon Music or sites such as Soundcloud and YouTube.
The best thing about distributing your music as an independent artist is that you retain control over your music and keep a larger percentage of your income. Don’t forget that you won’t have people to help you, so you need to understand how streaming royalties work and promote your music to increase the number of listens.
But the ways you can get your music out there as an independent artist are endless and you’re totally free to do it however you want.
To illustrate this, take a look at Nine Inch Nails (NIN), an influential American industrial rock band formed by Trent Reznor in 1988. Trent Reznor has been a staunch advocate of artistic independence and has pioneered innovative approaches to music distribution, experimenting with different distribution models, including distribution direct to fans via the internet. Radiohead have also explored unconventional distribution methods and embraced digital distribution. Particularly with the release of ‘In Rainbows’, Radiohead adopted a more independent approach, allowing fans to pay what they pleased for the digital download.
5. Building a solid fan base as an independent artist
Another key aspect of success as an independent artist is building a strong brand and fan base, because by building a loyal fan base you can generate buzz around your music and attract industry attention.
The best way to do this is to create a professional website and maintain active social media profiles (Instagram, Twitter, Facebook, etc.). Also regularly share engaging content, including updates, behind-the-scenes footage and snippets of your music, and use platforms like YouTube and SoundCloud to showcase your music.
It’s really about creating high-quality music and communicating with your audience. And one of the benefits of being an independent artist is that you can communicate directly with your fans. Make sure you respond to comments, messages and mentions on social media. And why not organise live Q&A sessions, virtual concerts or other interactive events to get in touch with your audience.
Another thing you could do that could really help is to build a mailing list and send out regular newsletters with updates, exclusive content and special offers.
6. Promoting your music on your own
There’s a saying that says good things float to the top, but in today’s oversaturated market, that’s just not true anymore. You have to have good stuff and you have to push it.
When it comes to promotion, independent artists can use social media, music blogs, playlists, and streaming services to reach new audiences and gain exposure. By creating compelling music videos, and engaging with fans on social media, independent artists can increase their visibility and attract new fans. A great way to boost your song and reach more listeners is for your song to be included in a playlist, so don’t be afraid to submit your music to influential playlists.
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Touring is also an essential part of being a successful independent artist and is a great marketing tool, especially for promoting a new album.
By playing shows and meeting your fans in person, you can build up a loyal following and generate income from ticket sales, promotional products (t-shirts, posters, CDs, cassettes, limited-edition items, etc.) and sponsorships.
Organise concerts and local performances to build up a fan base and use platforms like Bandsintown to promote and manage your concerts, as well as crowdfunding platforms or fan subscriptions to support your projects.
Concerts also provide valuable opportunities to network with other musicians, industry professionals and potential collaborators. Get into the habit of connecting with other independent artists, producers and influencers in your genre and collaborating on projects, cross-promoting and leveraging each other’s networks.
Conclusion
In conclusion, succeeding as an independent artist without a record label takes hard work, dedication and a good understanding of the music industry. By focusing on building a strong brand, engaging with fans, touring, releasing high quality music and promoting your music effectively, you can succeed as an independent artist on your own terms in today’s music industry.
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