Ever since music became profitable, record labels have been there. They’ve been there to finance the artists they believe in to record and distribute their records while capitalising on their success. But many artists don’t think they’re getting a fair deal or the freedom they need to showcase their full range of creativity. After all, authenticity and expression are the fuel behind the machine.
Now, with streaming platforms offering game-changing exposure for all artists, the tides have shifted. Artists no longer need to subscribe to major record labels. But if they decide to go at it on their own, they need to be innovative, proactive and consistent in their approach to exposure. If you’re curious about some techniques to help you or your band grow a following, read along to learn some time-tested measures.
Merch, in all its appealing forms
Merchandising is a staple for generating revenue in the music industry. Today’s independent musicians are using the tried and tested merch methods for their income and making it their own. From custom merchandised stickers to t-shirts and posters, the same mediums to merch exist, but the graphic design provides endless room for creativity.
Independent bands each have their own identity, a personality that attracts their followers to be part of something beyond their music. Identity is something that wants to be expressed. Independent artists that catch wind of this and capitalise on it with merchandise give their fans something they want, and something they can make money with.
Independent bands deal with fewer marketing constraints. They also have a smaller budget, but merchandising has minuscule upfront costs. This empowers them with the ability to create the graphics they want from the mind behind the music that their fans love. They can create controversy through their designs, advocacy that may attract a wider audience or simply on-trend designs that fans actively want to wear.
Merchandising is a multipronged marketing strategy. There’s the direct revenue in the sales, as well as the loyalty it creates in fans and the exposure it provides to bands. No one is wearing a band t-shirt they aren’t passionate about, save the Guns N’ Roses shirts circa Glastonbury 2020. When eyes catch the merch, it’s more than free publicity, because people are willingly promoting it. It’s publicity with credibility.
Showing the people behind the music via social media
Today, the public can get a glimpse into the lives of celebrities and icons easier than ever before. Platforms like TikTok and Instagram allow independent artists a way to connect with their fans. This has fantastic benefits for growing a loyal fanbase. When the audience sees the face, mind and voice behind the music they love, they grow closer and can develop a more nuanced and deep relationship with artists.
However, it’s also a powerful tool for exposure. Artists that use their social media platforms to showcase their music, or simply by posting comedy, insights and hot-takes can reach far more people than their followers. With quality social media content, people will find their profiles through algorithms and they will gain free and valuable exposure. You can post any and everything related to your music – stream your live small-stage performances, behind-the-scenes pics or share a reel of a cover.
Being present on the music platforms they need to be
The tides are turning on a monopolised music industry, where industry connections governed the success of an artist. While streaming services have been criticised for unfair pay proportions to bands per stream, they do provide positive exposure to bands. They enable fair and equal accessibility and global reach to independent artists. Platforms like Spotify, Soundcloud, Apple Music, and YouTube eradicate the traditional gatekeepers of the music industry, which only push music assigned to a record label. Self-releases can generate billions of streams, and when paired with the virality of social media, this is much more common than you might think.
Independent bands can connect directly with listeners worldwide, and given the suggested music features on these platforms, bands can receive new listeners from streamers listening to similar music. However, there has been a backlash against the small sum of money artists are paid on some of these platforms. But being on the platform and uploading their music is a direct way to overcome the industry giants and achieve substantial success with the support of an industry label. Many independent artists are aware of the positive shift that streaming services have brought to the industry and recognise that these platforms promote their success through exposure.
Tour for growth and income
Live music is a totally different experience from solo listening. Many people live for shows and the energy and passion present in them. This portion of the market goes to shows of bands they’re either unfamiliar with or have only heard about. Touring is a revenue-making venture for bands selling tickets across the country, however, it has great exposure benefits that are less considered.
A touring band is a bit like a small tornado ripping through a city. It awakes the love for the music and the desire to see the band in fans. This starts conversations, people ask friends if they know the band and if they’d like to come. New listeners may or may not come to the gig, but they’re now exposed to the band. This happens in city after city, and an independent artist can expand their listener and fan base every tour, as well as make a decent income from shows that can fund the next stage of the band’s journey.
It’s also a great time to create and sell merch. At shows specifically, energy and excitement are high, so fans love to buy merch at shows, which will go on to grow the artist’s exposure for years to come. It’s a perfect win-win.
Smells Like Teen Spirit: The Passion Behind Grassroots Music
One thing that independent bands have is a love for their craft. For generations, this love has reverberated through passionate bands and musicians who have gone against industry giants and record labels to go at it alone. But today, the obstacles are different than what they faced in the 70’s or 80’s.
There are platforms where anyone around the world can instantly find an artist’s music. Exposure is possible, but competition is also higher. Making an impact requires an effort to be seen often and regularly. This is done through the physical and the digital. Remember, the key to independent musician exposure is merchandising, and staying creative with the merch, harnessing the power of social media (even when it doesn’t feel ‘rock ‘n’ roll’), being present on streaming platforms and touring regularly.
Today, it is easier than ever to make a living off your music without needing a record label behind you. But overnight success is a myth. Take tips from how artists survive times of crisis and work hard every day, not just at your craft, but at promoting yourself, and you’ll be taking real steps towards music success.