Seven essential steps every independent artist needs to know before releasing their music to the world
2016 has seen the rise of the independent artist with everyone from Frank Ocean, Chance The Rapper to Skepta, building their own empires and creating chart-making moves. You’re sat in the studio, you think you’ve made the ultimate banger and the Internet is calling. Releasing music is the easy part but what steps do you need to really think about before you press the upload button and share your music with the world?
1) Know who you are…
It seems really simple but this is the only place to start. The questions that I ask every artist that I work with are… Who are you? What is your story? How did you come to make music? What do you stand for and how do you want the world to see you? What are your strengths? And most importantly, what makes you stand out from others? Most people have never thought about it or even had to answer these questions before. Brainstorm it, talk about it, ask the people closest to you. Write down the answers in as much detail as you can and keep them as something to go back to. Save them in your phone, pin them up on the wall or record your answers. The clearer understanding you have of yourself as an artist, the easier it is to develop your ideas.
2) Understand your brand and what makes you stand out…
It can seem daunting, but as an independent artist you have to look at yourself as a business and ultimately every business must develop its own brand. Think about how you would like to be seen by your audience and what those people will expect from your brand. Create a logo and think about the font, colour scheme and images that represent you best. What type of language are you going to use and which social platforms suit you the most? Do you need a website? Is fashion important to you and do you want to sell merchandise? Study the brands that you follow and analyse what you like about their approach. Understand why you buy in to their world, what makes you stay loyal to them and then bring that in to your own plan.
It is crucial to find your unique selling point and develop this aspect of your brand so that people can very clearly see what they are buying into.
The Internet has democratised communication between artist and fan so it is now within your control to raise your profile on social media channels. Artists no longer need to wait to be discovered; you can make this happen by hard work and by standing out clearly.
3) Know your vision…
Your imagination runs wild and what was once a late night conversation with one of your pals starts to seem like it could actually happen if you put the work in. Okay, this might change along the way but where do you want to be and what does that look like? Do you want to be a live or recording artist (or both)? Do you want to play stadiums or intimate settings? Why are you making music and for who? The brighter the picture you paint in your own mind the easier it will become. Spending time making a vision board can be invaluable and help to keep you on track. Save it as the screen saver on your laptop or wallpaper on your phone. Talk about it, imagine it and then do everything possible to make it happen. No excuses.
4) Refine your sound…
The most important part is always the music. When you are laying down your tracks, producing or remixing, find the sound that defines you and you are totally happy with. Not a sound you’ve been told to create or something that in your heart doesn’t feel authentic. Your music should be your blueprint. Make sure that every detail is perfect. If there are lyrics think about the words you are using and the message within them. How will that be taken by the listener? Play your music to trusted ears. To people that are going to be honest with you and not just tell you what you want to hear. When you feel in your heart that what you are listening to is the best representation of who you believe you are sonically, you might just be exactly where you need to be. Years ago we used to have to wait for things to be printed, pressed or delivered. The magic of the Internet means that you have more power than ever before and you can reach a global audience instantly. Before uploading your songs, artwork, lyrics or even fashion choices double-check everything you work on. Things can travel so quickly online and it is impossible to take them back.
5) Research the competition…
The music industry is a competitive and fast moving scene. Other artists aren’t your competition as such, but you should look at other artists that you admire. Who do you rate right now and what are they up to? What does their music sound like and how are they releasing it? What is it about them that you like and is there anything that you aren’t sure about? It is down to you to be unique and stand out for your talent. Knowing what other people are doing can not only ensure that but can also inspire you to push yourself beyond where you thought you could go. Why not approach them, share your project, ask for their advice and even jump in the studio together. Collaboration is key.
6) Understand your audience…
Whether it’s your Mum, your best mate or one of your closest super fans bring them into your inner circle. They are going to be the foundations of your fan base. Not only do they get you, they know why they love your music and have your best interests at heart. Show them your plans, play them your tunes and ask them for their ideas too. If they are really honest with you they will help you to see what works and what doesn’t. Even if you don’t like what you hear it will cement your vision. Become aware of other musicians, key journalists and music industry players, as they are also your target audience and their views and opinions can have a powerful impact. Their perceptions, whether good or bad, right or wrong will drive their decisions about whether they want to work with you, buy your music or support you.
7) Step outside of your comfort zone…
The biggest decisions can be the most terrifying especially when you don’t know what is on the other side. Taking calculated risks and being fearless with not only yourself but your brand and your sound will set you apart. Connect and network with people that you think could help to move your project forward and let them in to your world.