Are there elements in the process of indie musicians building their careers that we writers can follow? I say hell yes! I’ve long patterned my own career after independent musicians because they get it. They’ve figured out how to skip the label and speak directly to their audience in waves. And they’ve ridden that wave to some profitable careers and record breaking accomplishments.
Publisher=Label
What’s the difference between a publisher and a label? Essentially nothing, except that one deals with literature the other with music. But the systems are so similar that we can make some pretty direct comparisons.
First, it’s nearly impossible to get a deal from either. I’d say labels are slightly more flexible about who they allow in compared to the gatekeepers in publishing, but both are near impossible to penetrate.
Both of these entities today also expect that you enter their realm a near finished product. Neither are buying into your potential. They want to see that you’ve already carved a path for yourself that they can capitalize on. There’s no grooming in these industries anymore. For the most part, those days are behind us.
Both, however, remain the standard. Even the most accomplished indie artists would always consider signing to a major label or publisher. They still have the money, resources, and influence to dramatically alter your trajectory. And while their systems seem somewhat outdated, publishing in particular, you can’t deny their ability to turn an independent into a star. That type of allure is hard to ignore.
Independent Musicians Have Found a Path
Looking at how independent musicians today have excelled, it’s clear they’ve done a much better job than writers at finding a way to engage their audience. And it’s not like we writers lack an audience. The publishing industry is sold over 825 million print books in 2021. That’s just physical books and doesn’t take into account e-books or audiobooks. In other words, there’s plenty of pie.
But how do we get it? Musicians use platforms such as Soundcloud, YouTube, TikTok, and other social media platforms to speak directly to their audience. It’s much the same as how we writers upload blog posts to Medium or share our thoughts through a newsletter.
But indie musicians are having more success. So what are they doing better or what are they doing differently? In my opinion, there are a few things we can point to:
Personality — Indie musicians do a much better job at showcasing their personality than writers. They understand that fans aren’t just buying into their music, they’re buying into the person creating the music. Why do you think so many musicians connect with fashion? It’s a way for them to distinguish themselves from other artists apart from their music. Scroll through a musician’s IG feed and you feel like you know who they are. Writers don’t stand out nearly as well. We hope our readers fall in love with our words and don’t think about putting our personalities on display.
They do a better job of gathering people — Independent musicians don’t only gather for their album launch like we writers do for book launches. They find ways to do shows even if it’s in small or very small venues. They understand that seeing fans in person gives them a much better idea of their true audience while allowing them to perform their work. And while their performing, guess what else they get a chance to do?
They sell merchandise — That’s right, it’s something authors just don’t do. Not many of us, anyway. But musicians do this even at the independent level. I should say, especially at the independent level. They understand that as an independent artist, you have to create multiple revenue streams. Selling merch at their live shows and online is another opportunity for fans to buy into the character of the artist separate from their music.
What’s next
Think about what you really want to accomplish as a writer. Consider if this is something you want to be profitable at or if it’s totally OK as a hobby. If the former is your goal, then you need to start strategizing ways to engage and expand your audience because it doesn’t happen by accident.
Ask yourself how you can better engage with your readers. No, not how your book can appeal to readers, I mean how YOU can be more engaging and appealing. What parts of yourself are you comfortable sharing? It doesn’t have to be super personal, but it should be authentic to who you are.
And don’t be afraid to collaborate. Selling merch might sound intimidating, but there are ways around this. I know someone who designs clothing. He’s not famous, but in Toronto, he’s made a name for himself. We’re currently working on a collaboration that would include my ideas incorporated into his designs. We do a drop and split profits. It can be that simple.
Don’t fall into the trap
As an author, it’s so easy to write a book and say “if the writing is good, people will find it.” OK, maybe. But why not give people reasons to find it? Why not step front and centre into your story, YOUR story, and speak to communities that reflect who you are and what you and your book represent.
Don’t fall into the trap of believing that the work is done once the writing is done. If you’re trying to build a sustainable career, that can’t be the case. You’re competing for attention and that takes doing things to get people’s attention. You don’t necessarily need to be dancing on TikTok, but you do need to be building community somehow, and that takes more than just writing your book. You need to let people into your world.