Digital Marketing and Independent Artists

Independent artists have been empowered to sit at the helm of their careers.  They now have power to influence their audience directly with no interference from their labels.  They are in charge of their own creative edge and will feel the immediate impact of their creativity at a moments notice.  Take a moment to consider this scenario.  A background singer who is a principle lead vocalist for a platinum artist decides to take his/her career to the next level.  An LP is produced and they are left with entering the market on the wind of the artist they have supported over the years.

How can they impact a market in the shadow of someone else?  Are they at a disadvantage?  Yes and No.  In an perfect world an accomplished singer would be endorsed by his peers, past influences, and current artists.  He would most like be in a bidding war with label executives because the artist development phase was successfully completed with his/her tenure as a recording artist for others. 

The reality of the new artist experience is more challenging than ever.  The new artists goals must now shift from producing a marketable project to now attracting his/her own audience.  The artist story to labels is now interpreted via followers on social media via likes, shares, and posts before he can be considered for national distribution to retail, film and television in both national and global markets.  The challenges are apparent but the message is clear.  Independent artists want their freedom and are up for the challenge. 

Indie artists are a primary source of inspiration and are not easily swayed at the carrot dangling from record labels.  They want a return on life long investments.  They are in pursuit of the American dream and will fight for the right to retain ownership of their own journey and the way it creatively manifests to the world.  Artists are mastering the social media game and using it as a primary took to digitally launch their sound to the world. 

More and more we are seeing film, television, and music being authored by creatives, produced by passion, and distributed by resourceful people who enjoy entertainment.  The digital world has inspired creativity beyond the A&R selections of times past and made it an equal opportunity for all.