Indie artist marketing (Without a music Label)

So, you’re an indie artist, huh?

Nowadays, quite literally everybody can be a musician. The bar for entry is lower than it’s ever been - whether it’s the equipment, the access to learning materials (I know a SWEET blog you can read through!) or, perhaps most important, access to media for marketing yourself. Today’s artists have TikTok, Spotify, free tools from their music distributors and access to paid advertising channels across social media. With all of those avenues being available to any indie artist, it begs the question: what is the purpose of a music label in today’s music industry and how do we, as artists, fit into that ecosystem?

no, but really, who are you?

One of the most crucial roles that a music label (of yesteryear) played was helping a fledgeling artist develop their persona and their brand. When it comes to making a mark in the music industry, your image is just as crucial as your sound. So, you're an indie artist, huh? Ready to take on the world armed with nothing but your guitar and a dream? Well, hold on to your beanie because we're diving into the wild world of branding - strap in, suckers.

Embrace Your Quirks

Among friends, it may be enough to be the singer of the group, but really we live and we die by our quirks and idiosyncrasies as indie artists. Whether you're a ukulele-strumming troubadour or a ivory-tickling jazz pianist, embrace what sets you apart from the mainstream masses. Do you only wear overalls onstage? Well damn, I gotta see this in person. Eccentric stage persona? I can’t wait to see that once-in-a-lifetime performance. The key is to be authentic to yourself while still capturing the attention of folks who are hungry for entertainment.

What do all of the artists above have in common?

“Easily. Recognizable. Branding. Look through each of the images - there are common color palettes, common images, striking concepts that tend to stick with their fans. Whether it’s Olivia Rodrigo leaning into her Gen-Z rage and using dramatic irony or The 1975 using dark, nostalgic and minimalistic imagery, you can see an album cover or a social post and immediately associate it with the artist and their story.”

Tell Your Story

Every indie artist has a story to tell, and yours is what sets you apart from the rest. We all have our own reasons for wanting to be a part of the music industry. Were you trying to get the girl? Maybe you needed a bit of an outlet for what you were feeling? Maybe she broke up with you (sad :/) but then you wrote a super catchy song (not sad!) Whatever your journey, weave it into your brand narrative - create a story around you and your music. Nowadays, fans aren't just looking for talent; they're looking for storylines. Fans want to feel like they’re a part of your story, they want to see you grow, they want to root for somebody. Give them somebody to root for!

the clothes - more than just what ya wear

Now you definitely can wear a hoodie and sweatpants on stage, but the clothes you wear can be an integral part of your musical identity. Whether you're rocking thrift store chic or an all-leather fit (scandalous!) make sure your style reflects your music and personality. Sometimes it helps to think of your artist persona as a totally different person from yourself - you know what you would wear, but what would they wear? Maybe you love cargo shorts (hopefully not, though. That would be terrible.) but your artist persona may be somebody who wears a suit and tie every time they’re out on the town.

twitter? I barely even know her

Listen, you don’t need to be Charli D’Amelio or Kim Kardashian, but love it or hate it, social media is a necessary evil for indie artists looking to make a name for themselves in the industry. I know, it’s immense and overwhelming to think about establishing and maintaining a social media presence. Let’s break it down into some smaller, bite-sized chunks - choose a few platforms that align with your brand and focus on cultivating a genuine connection with your audience. Some artists prefer sharing short-form videos. Some might want to share some BTS of their time in the studio. Whatever it is, you can share some glimpses into your creative process, engage with fans, and don't be afraid to show off your quirky personality. After all, it's called social media for a reason.

be a marketing bro, bro

I know, I know, I know… you want to be a MUSICIAN - I can hear you screaming at me from behind the screen. I know nobody wants to wear all of the hats when it comes to marketing their music. Frankly, if you’ve got enough budget you certainly can outsource to other folks (I happen to know some great folks that can help at a very reasonable price), but it certainly is a good move to try to at least understand your marketing efforts and sort out how to build your brand. The point of a music label really used to be one of driving exposure to new artists - now that artists can “break” themselves on social media - it is incredibly helpful to know the steps that go into getting yourself that kind of exposure.

The four P’s of your music marketing strategy

The (capital P) Primary function of a music label is to strategize, ideate and implement a marketing strategy from inception to execution. Think of a music label as your bankroll, your mentor and, unfortunately, your final source of truth for how to be a success in the music industry. That was then, though, and now is NOW - you really only need The Four P’s (TM) to get your music heard:

Your Network is your net worth (at least according to drake)

The Art of Schmoozing

Okay, nobody really calls it schmoozing anymore, but I bet that caught your eye didn’t it? Networking used to be a key feature that a music label could offer. I know what you’re probably thinking: “I’d literally rather swallow glass than try to hit up a networking event” but you don’t need to worry about it - networking doesn't have to be painful. If there’s one assumption I can make about you, it’s that you probably enjoy live music - so go hit up a local show, get to talking with the band, talk to some of the folks in the crowd, tip (and chat up) your bartender! Networking doesn’t have to feel like a business transaction - it’s just as valuable to be a nice person as it is to be savvy musician/marketer.

Hit the ‘gram… and the… Tok?

In the digital age, networking has never been easier – or more essential. Platforms like Instagram, TikTok and even (yes I know, crazy) Facebook can be invaluable tools for connecting with industry professionals. So, make sure your profile is up to snuff and then you’re off the races: Start engaging in conversations in Facebook groups, follow some folks in your local scene on Instagram, post something fun on your Tiktok. Don't be afraid to slide into their DMs too - after all, the internet is the ultimate equalizer when it comes to making connections.

Leverage Your Existing Network

Networking isn't just about meeting new people – it's also about nurturing the connections you already have. Your friends, your family, your college roommate - anybody that you know that wants to see you succeed is a part of your musical network. Take stock of the people that you know and reach out to them - people are the most valuable resource that you have as a musician. You never know who might be able to open doors or make introductions on your behalf. After all, it's not just what you know – it's who you know.

Stay True to Yourself

The digital ecosystem moves so incredibly fast that it can difficult to keep your feet planted on the content treadmill if you’re always chasing a trend. Staying true to yourself is your greatest asset. Don’t forget - embrace your quirks, hone your craft, and never compromise your artistic vision for the sake of pleasing music labels or chasing fleeting fame.

Remember, Rome Wasn't Built in a Day

Building a successful music career takes time, patience, and a whole lot of perseverance. So, don't be discouraged if success doesn't happen overnight. A good content strategy is a strategy with longevity - build a content calendar that will stand the test of time. Your consistency will be the key factor between an upward trajectory and stagnation. Don’t worry about short term growth - consider each piece of content as a seed planted that you’re going to continue to water.

So what does it all mean?

So, I hope you have at least a better understanding of the power dynamic in today’s music industry. You can be a one-person marketing agency with no need for the backing of a music label. From building your brand to forging industry connections, the power to make your mark in the music world is in your hands. Don’t forget, there are hundreds of thousands of online resources to help you hone your skills as a music marketer - and if you need a hand along the way, you’ve got a killer team at Liminal Space Recordings to reach out to. So, go forth and conquer, my friends, and remember – the only limit is your own imagination.