Navigating the Long Road to Musical Success: Why Patience, Persistence, and Strategic Growth Matter More Than Viral Moments in Building a Sustainable Career as an Indie Artist.
In the fast-paced world of music, it's easy to get caught up in the allure of instant fame. We've all heard stories of artists who seemingly came out of nowhere, dominating charts and racking up millions of streams overnight. But here's the truth: these "overnight successes" are often the result of years of hard work, persistence, and strategic planning.
The music industry has changed dramatically in recent years. Gone are the days when a select few gatekeepers controlled access to audiences. Today, indie artists and labels have unprecedented opportunities to reach listeners directly.
Now, more than ever, is the best time to be an independent artist. The landscape of music discovery has changed so drastically in the past ten years and has created a perfect environment for independent artists and labels to grow. Independent artists have never made more money than they made this past year, in 2023 indies accounted for about half of what the entire industry generated on Spotify, which totaled $9B+, making this the first time indie labels have been toe to toe with the big three (UMG, Sony and Warner).
Furthermore, discoverability on social media platforms like TikTok has created a shift towards indie music. Only this past year we’ve had multiple hits that have gone viral on TikTok from indies: “Austin” by Dasha, “Beautiful Things” by Benson Boone”, “End of Beginning” by Djo, “Million Dollar Baby” by Tommy Richman, “Alibi” by Sevdaliza featuring Pabllo Vittar and Yseult, “Nasty” by Tinashe, among so many others over the past four years.
So, if you're an indie artist or label owner feeling overwhelmed by the pressure to "make it" overnight, take a deep breath. Success in the music industry is rarely instantaneous. It's a journey that requires patience, perseverance, and a willingness to learn and adapt. Let's dive in.
This is the best time to be an indie artist
The digital revolution has completely transformed the music industry landscape. In the past, making it as an artist often meant catching the eye of a major label and hoping they'd invest in your career. Today, the barriers to entry have never been lower. With just a laptop and some basic equipment, you can record, produce, and distribute your music to a global audience. Streaming platforms like Spotify, Apple Music, and SoundCloud have democratized music distribution, allowing indie artists to reach listeners without the backing of a major label.
But it's not just about distribution. Social media platforms have given artists direct access to their fans, allowing for deeper connections and more authentic relationships. You no longer need a big budget PR team to get your message out there. With creativity and consistency, you can build a loyal fanbase organically.
However, it's important to note that these opportunities come with their own set of challenges. The low barriers to entry mean more competition than ever before. Standing out requires not just talent, but also savvy marketing, a strong work ethic, and a willingness to adapt to new technologies and trends.
How can indie artists and labels leverage this newfound discoverability?
Social media has revolutionized the way artists connect with their audience. Platforms like TikTok, Instagram, and YouTube have become powerful tools for music discovery. But simply having a presence on these platforms isn't enough. To truly leverage social media, you need a strategic approach.
First, understand that each platform has its own unique
culture and best practices. What works on Instagram
might not work on TikTok. Take the time to learn the
ins and outs of each platform you're using and the culture
that rules the content that lives there. Study successful
artists in your genre. What kind of content are they posting?
How often? How do they engage with their followers?
Consistency is key. Regular posting keeps you on your audience's radar and helps algorithms favor your content. But don't sacrifice quality for quantity. It's better to post less frequently but with high-quality, engaging content.
Remember, social media is about building relationships, not just broadcasting. Engage with your followers, respond to comments, and create content that invites interaction. Behind-the-scenes glimpses, live Q&A sessions, and user-generated content campaigns can all help foster a sense of community around your music.
Collaboration is another powerful strategy. Partnering with other artists or influencers can expose you to new audiences. Look for opportunities to cross-promote or create content together.
Finally, don't put all your eggs in one basket. While it's important to focus on platforms where your audience is most active, having a presence across multiple channels can help insulate you from algorithm changes or platform shifts.
Remember, social media is a tool, not a magic wand. It's one part of a larger strategy to build your career. Use it wisely, but don't let it consume all your time and energy. At the end of the day, your music should always be your primary focus.
The truth is, even if you go viral, it doesn't mean you've made it
In the age of TikTok and Instagram Reels, it's easy to get caught up in the allure of going viral. We've all seen it happen: an artist posts a video, it catches fire, and suddenly they're everywhere. It's tempting to think that this is the key to success, that one viral moment can catapult you to stardom.
But here's the harsh truth: virality is often fleeting. While a viral moment can certainly give your career a boost, it's not a guarantee of long-term success. In fact, many artists who've had viral hits struggle to maintain that momentum. The problem lies in mistaking attention for connection. A viral video might get millions of views, but how many of those viewers will stick around? How many will become true fans who support your career long-term?
Moreover, focusing too much on chasing viral moments can be creatively stifling. It's easy to fall into the trap of trying to recreate what worked before, rather than pushing yourself artistically. This can lead to burnout and a loss of the passion that drove you to make music in the first place.
Instead of fixating on streams and charts, it's crucial
to focus on building a sustainable career. This means
developing your craft, building genuine connections
with your audience, and creating a body of work that
stands the test of time, it’s not a formula that you’re
after, it’s a strategy.
Remember, digital strategy isn't a miracle—it's a construction. It's built brick by brick, day by day. Each post, each song, each interaction with a fan is a brick in the foundation of your career. Viral moments might come and go, but it's this steady, consistent work that will sustain you in the long run.
Leveraging Virality
While going viral shouldn't be your end goal, it can certainly be a powerful tool if leveraged correctly. If you do find yourself in the midst of a viral moment, here's how to make the most of it:
Strike while the iron is hot. Have follow-up content ready to go. This could be more music, behind-the-scenes content, or anything that gives your new audience a reason to stick around.
Engage with your new followers. Respond to comments, create content that addresses their questions or reactions. Show them that you're not just a one-hit wonder, but an artist worth following.
Use the attention to build direct communication channels. Social media algorithms can change, but having a direct line to your fans is invaluable.
Analyze what worked. What about your content resonated with people? Can you incorporate those elements into future work without losing your artistic integrity?
Don't neglect your existing fans. While it's exciting to gain new followers, remember the people who've been supporting you all along.
Use the momentum to forge new partnerships. A viral moment can open doors to collaborations, press opportunities, or even label interest.
Remember, virality is a tool, not a destination. Use it as a springboard to build something lasting, not as an end in itself.
Case Study: Sabrina Carpenter
Sabrina Carpenter's journey in the music industry showcases the power of persistence and growth. Born in 1999, Carpenter began her career as a child actor, gaining recognition for her role in the Disney Channel series "Girl Meets World." However, her passion for music was evident from an early age.
At just 13, Carpenter signed with Hollywood Records and released her debut single, "Can't Blame a Girl for Trying," in 2014. Her debut EP of the same name followed shortly after. While these early releases garnered attention within the Disney fanbase, they didn't immediately catapult her to mainstream success.
Over the next few years, Carpenter steadily built her music career alongside her acting work. She released four studio albums between 2015 and 2019: "Eyes Wide Open," "Evolution," "Singular: Act I," and "Singular: Act II." Each album showed growth in her artistry and songwriting, but mainstream success remained elusive.
Despite the challenges, Carpenter continued to hone
her craft and expand her musical range. She
collaborated with various artists, experimented with
different sounds, and gradually built a loyal fanbase.
Her persistence paid off in 2021 when her single "Skin"
became her first song to chart on the Billboard Hot 100.
However, it wasn't until 2022, nearly a decade after she started her music career, that Carpenter achieved her big breakthrough. Her single "Because I Liked a Boy" went viral on TikTok, leading to increased streams and chart success. This momentum carried into 2023 with the release of her fifth studio album, "Emails I Can't Send," which debuted in the top 25 on the Billboard 200.
She then went on to have an American tour for the album and was able to build hype around every single performance through expectation variation. On this tour she performed her song called “Nonsense”, and depending on what city she was in, she would come up with different outros for the song that showcased her personality and sense of humor, which fans would eagerly await both at the live shows and on social media. She went on to open for Taylor Swift’s The Eras Tour in Latin America and Australia and won the hearts of swifties all over the world.
This year, however, has been her biggest yet, as she released her first #1 single on the Billboard Top 100 titled “Espresso”, which blew up both on radio and digital platforms. She then topped that success with a second single titled “Please, Please, Please”. She has now become the 9th most listened to artist on Spotify and is sure to make a tremendous impact with her upcoming album “Short n’ Sweet”.
Carpenter's journey illustrates the importance of artistic growth and persistence. She didn't achieve overnight success, but rather built her career steadily over time, improving her craft with each release. Her story also highlights the unpredictable nature of the music industry – sometimes, it takes years for an artist to find their breakout moment.
Case Study: Chappell Roan
Chappel Roan's journey in the music industry is a testament to the power of perseverance and artistic authenticity. Born Kayleigh Rose Amstutz in Willard, Missouri, Roan began writing songs at a young age, honing her craft in the privacy of her bedroom.
Her talent didn't go unnoticed for long. In 2014, at just 16, Roan was discovered on YouTube, catching the eye of industry professionals with her unique voice and songwriting ability. This early recognition led to a record deal with Atlantic Records when she was only 17, a dream come true for the small-town artist.
In 2017, Roan released her debut EP "School Nights" under Atlantic. The EP showcased her potential, with tracks like "Die Young" hinting at the theatrical pop style she would later fully embrace. However, despite the early promise, mainstream success proved elusive.
The next few years were challenging for Roan. She continued to release singles and work on her craft, but struggled to find her footing in the competitive pop landscape. Eventually, Atlantic made the decision to drop her from the label. For many artists, being dropped by a major label might signal the end of their dreams. But for Roan, it was just the beginning of a new chapter. Rather than give up, she used this setback as an opportunity to refine her artistic vision.
Working independently, Roan began to develop a more distinct sound and image. She leaned into her theatrical tendencies, crafting elaborate personas for her performances and music videos. Her lyrics became more openly queer, reflecting her own experiences and connecting deeply with LGBTQ+ audiences. She embraced the character of Chappel Roan as her drag persona, which led her to be able to lean into a more camp approach to music.
In 2023, Roan's persistence began to pay off. Her single "Casual" gained significant traction on TikTok and Spotify, resonating with listeners who appreciated its catchy melody and unapologetically queer themes. This online buzz translated into real-world success, with Roan selling out shows and building a devoted fanbase.
The momentum continued with the release of her debut album "The Rise and Fall of a Midwest Princess." The album, arriving seven years after her initial signing, was met with critical acclaim. It showcased Roan's growth as an artist, blending pop hooks with narrative songwriting and theatrical flair.
Roan's story illustrates the often non-linear path to success in the music industry. Despite early recognition, she faced setbacks and had to rebuild her career independently. Her willingness to stay true to her artistic vision, even when it meant starting over, ultimately led to her finding her audience and critical success.
Moreover, Roan's journey highlights the changing
landscape of the music industry. While being dropped
by a major label might once have been a career-ender,
the rise of social media and streaming platforms allowed
Roan to connect directly with fans and build her career
on her own terms.
Chappel Roan's case serves as an inspiration to indie artists facing setbacks. It shows that success often comes not from overnight viral moments, but from years of hard work, artistic growth, and unwavering belief in one's vision. Her story is a powerful reminder that in the music industry, perseverance and authenticity can ultimately triumph over early obstacles.
Case Study: Charli XCX
Charli XCX, born Charlotte Emma Aitchison, has been a force in the pop music scene for over a decade, but her journey to mainstream success has been far from linear. Starting her music career at the tender age of 14, Charli began by posting songs on MySpace and performing at warehouse raves in London.
In 2008, at just 16, she signed with Asylum Records. However, her debut album was scrapped, and it wasn't until 2013 that she released her first official studio album, "True Romance." While critically acclaimed, the album didn't achieve significant commercial success.
Charli's breakthrough came later in 2013 when she co-wrote and featured on Icona Pop's hit "I Love It" and Iggy Azalea's "Fancy" in 2014. These collaborations put her on the map, but she was still primarily known as a featured artist rather than a solo star.
Over the next few years, Charli continued to release music, including the albums "Sucker" (2014) and "Charli" (2019), as well as numerous mixtapes and EPs. She built a dedicated fanbase and critical acclaim for her forward-thinking pop music, but mainstream success remained had always escaped her.
In 2022, Charli released "Crash," her most commercially successful album until then. The single "Beg For You" featuring Rina Sawayama became a hit, marking her first entry on the UK Singles Chart in seven years.
However, it was in 2024, 12 years after starting her career
in music, that Charli truly cemented her status as a pop
powerhouse with the release of "Brat." This album, which
blended her experimental pop sensibilities with commentary
on the experience of being a woman, trauma, and complicated
emotions, finally brought her the widespread recognition she
had been working towards for more than two decades.
The success of “Brat”, however random and sudden it might have felt, is a masterclass in effective marketing strategy. In a year where Ariana Grande, Billie Eilish, Beyoncé, and Taylor Swift all released their own albums, it seems Charli xcx’s “Brat” is all everyone is talking about. But, as we’ve discussed, her career didn’t start out this way, so what changed?
Her strategy is what changed. She devoted herself to the worldbuilding of “Brat”, and who it would resonate with. It was very clear what type of person would listen to this album, what they liked, what other music they listened to, where they like to go, who they hang out with. Charli made a conscious effort to build an idea of who “the partygirl”, or more accurately, “the brat” is, and to audiences it felt like listening to the album meant being a part of this community.
Charli XCX's journey underscores the importance of artistic evolution and perseverance. Despite facing setbacks and periods of limited commercial success, she continued to push boundaries and refine her craft. Her story is a reminder that success in the music industry often comes to those who stay true to their artistic vision while being willing to grow and adapt.
Conclusion: There is no rush
The stories of Sabrina Carpenter, Chapel Hart, and Charli XCX all underscore a crucial truth in the music industry: there's no such thing as an overnight success. Each of these artists spent years honing their craft, building their fanbase, and navigating the ups and downs of the industry before achieving mainstream recognition.
Their journeys remind us that success in music is not a
sprint, but a marathon. It's about consistent effort,
continual growth, and unwavering belief in your art. It's
about weathering the storms of rejection and setbacks,
and using each experience as a stepping stone towards
your goals.
But perseverance alone is not enough. These artists also made strategic moves along the way. They collaborated with other artists, experimented with their sound, leveraged social media, and seized opportunities when they arose. They balanced staying true to their artistic vision with being open to growth and change.
Remember that in the digital age, success can come in many forms. It's not just about chart positions or streaming numbers. It's about building a sustainable career doing what you love. It's about creating art that resonates with people and stands the test of time. There's no rush. The music industry is not going anywhere, and neither should your passion for creating art.
