02/09/2025
So You Want to Be "Discovered?"
Once upon a time, artists and bands struggled to catch the attention of major record label A&R reps. These reps would guide up-and-coming artists through the development and production process, eventually exposing them to the world through their powerful marketing machine, which included major radio airplay, television appearances, and concert tours.
But music streaming services and the internet have drastically changed the game. Take Rick Beato’s latest post, for example, where a record executive struggles to articulate their value to an artist. (https://www.youtube.com/watch?v=SjPXrvm9lRY&t=29s)
In today’s music industry, being “discovered” has shifted from a macro to a micro level. Musicians now have the power to reach listeners like never before, but they’re expected to do the development work for major labels before they can expect any attention or assistance.
Musicians are now tasked with winning over listeners one by one on the social media battlefield. If they’re incredibly successful, major labels may swoop in to provide support. But if you’ve already built a successful social media presence, why would you need a major label?
In this new environment, musicians have to become their own A&R, publicist, and distributor.
Here are some key factors to focus on:
Build a Strong Personal Brand: Creating a unique and authentic personal brand is crucial. This includes having a distinctive image, sound, and message that resonates with your target audience. A strong brand helps musicians stand out in a crowded market and fosters a deeper connection with fans.
Engage with Your Audience: Engaging with your audience is equally important. By actively listening to your fans and responding to their feedback, you can build a loyal following and create a sense of community around your music. Musicians can engage with their audience through live streams, Q&A sessions, and social media interactions. Personal connections lead to dedicated supporters who are more likely to attend concerts, purchase merchandise, and promote your music. Fans value artists as individuals, not just as social media personas.
Leverage Crowdfunding and Fan Support
Platforms like Patreon, Kickstarter, and GoFundMe enable musicians to fund their projects through fan support. By offering exclusive content, early access to new music, and other perks, artists can generate income while maintaining creative control over their work.
Collaborate with Other Artists
Collaborations introduce musicians to new audiences and present unique opportunities for growth. Working with other artists, whether through features, joint projects, or live performances, can expand your reach and enhance your creative output. The adage “better in numbers” applies here. Seek out like-minded musicians and collaborate.
Prioritize Live Performances
Live performances remain a substantial revenue stream and a means of connecting with fans. Whether through local gigs, virtual concerts, or touring, performing live helps build a musician’s reputation and fanbase. Additionally, live shows provide a platform to sell merchandise and promote new releases. Get out and play!
The music industry is in a state of flux, with lots of unknowns but also numerous opportunities. As we transition from being “discovered” by a major to “self-discovery” fan-by-fan, we’ll witness the emergence of leaders who find innovative ways to bypass corporate gatekeepers and reach their fans on a larger scale.
