Indie Artist Success Laws.
The number one thing young indie artists forget is that it’s really all about the music. If your song doesn’t instantly and strongly connect to people who don’t know you, you’re not going to make it very far. In my post Indie Music to Subconscious Mind, I have discussed about a song that an indie friend of mine is in the process of recording a video for. I had the pleasure of listening to it before it is even released. The beauty of the song compelled me to think about one of the facts about the operation of human mind that is not known to everyone- everything that you hear or see programs your mind. For example, a child who is constantly called names like dumb or fool grows up thinking that he really is dumb. A person who always watches comedy movies tends to be more optimistic. A person who is constantly told by people (or himself) that he cannot succeed, will eventually become a failure.
I mention this here because I think young indie artists should not depend completely on the advice of their friends and relatives. They love you and want to see you win. Watch the reactions to your music from listeners outside your circle. You did not set out to compete with some rapper who got signed and his songs suck. That’s not the bar you set for yourself. If you want to get noticed, make or find hot beats, and write an undeniable hit. Then do it again, and again, and you’ll get a deal. I keep repeating that it is not going to be easy. If it was easy, everybody would do it. It takes a ton of thankless, draining work, coupled with tons of rejection and soul searching. But there are a few who will emerge to the top every year.
Putting yourself at the mercy of a major label is career suicide, unless you’re the rare few. The other way to say this is- if you want a major record deal, you must invest a lot of money into your music ‘business’. Yes, it takes a lot of investment if you want large returns; which, by the way, is the only thing that interests labels. So, along with effort and talent, both ways cost time as well as money. However, the truth is that in this age of internet, an talented indie artist doesn’t really need the major labels. You can instead invest your time and money in your loyal fans and generate a sufficient income from your indie music ‘business’ until the revenue starts coming.
Consistency
In today’s market, the most important thing is to be visible. They say only what is visible, sells. And why not! Even if you make the best music in the world, who would buy it, if nobody knows it exists? This is one reason why major record labels have had a monopoly in the industry for so many years; they had the power to make artists famous! Fortunately, we have the internet today! Use it to be visible, to be seen and heard! Do a lot of shows, even if they’re free shows, even if it is only at a friend’s party; perform your music! Master it, get it air tight and record it. YouTube has made a sensation out of many someones; and there is no reason why you cannot be on that list, if you have the talent, you are consistent and you have your music uploaded and linkable there! Give away your music for free, and make people love it so much that they eventually end up spending money to buy it.
If you want people to know you, in this competitive world, you will be smart if you give some music away for free, to build an audience and fan-base. I have always emphasised on the importance of social networking. Being active and visible of Facebook, Twitter, Instagram etc. definitely pay off. The more people know what you’re doing and how good it is, the more they’ll care about the music, and the more they’ll spread the word.
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