BY Jules NARTEY-TOKOLI
Web 2.0 has revolutionized business and the way we interact with each other as well as how we obtain entertainment. It has also opened the way to make it easier for independent artists to develop their craft and circumvent the need for a big record label to market their music.
However, as an independent artiste, for you to succeed without a record label you need to position yourself as being credible, unique and authentic. Two ways to achieve that are producing high quality music and unique sound. How can you succeed in doing this? This article provides a guide that a prospective artist can make good use of.
Good production
When it comes to creating exceptional music, as in the case of podcasts, and voiceovers, investing in good production is essential. While that doesn’t come cheap, this investment can have a significant payoff in the long run, enhancing your sound, building your brand, and attracting more listeners. So, what does it mean to invest in good production, and how can you do it effectively?
One of the most critical aspects of investing in good production is collaborating with skilled producers. These can bring fresh ideas and expertise to your project. They can help refine your sound, arrange tracks, and mix your recordings. To get the most out of this collaboration, it’s crucial to find a producer who understands your genre, whether it’s highlife, hip-life, jazz, or reggae.
To find such a producer would mean that You should have an artistic vision. What is an artistic vision? It is the definition of your unique identity. Your artistic vision is the driving force behind your creative expression. It’s the distinctive concept or idea that shapes your work, reflecting your unique identity, style, emotions, and message. This guiding principle influences how you convey your thoughts and feelings through your music
It also includes your distinctive sound, which may blend different genres and influences to create something unique; the themes and emotions you convey through your lyrics; and your visual aesthetic, including album covers, music videos, and stage presence. Ultimately, your artistic vision shapes the experience you create for your audience, leaving a lasting impression on those who engage with your work.
A strong artistic vision is essential for you to stand out in your field. Yet it is also imperative that you remain authentic in order to build a lasting connection with your audience. By embracing your unique artistic vision, you can create a sense of continuity and coherence throughout your body of work, ultimately leaving a lasting legacy.
Once your artistic vision crystalizes and is consistent with your personality, clearly communicate it, along with your goals, to the producer, ensuring they tailor their approach to meet your needs.
Another vital aspect of investing in good production is setting up a home studio. This requires investing in quality recording equipment, such as a good microphone, preamp, and audio interface. These tools will help you capture high-quality recordings. Choose a digital audio workstation (DAW) that fits your needs, such as Ableton Live, Logic Pro, or Pro Tools.
Create a dedicated recording area with minimal echo, reverberation, and background noise. Invest in acoustic treatment, using acoustic panels, bass traps, and diffusers to control the sound in your recording space. If setting up a home studio is currently beyond your reach, use the foregoing as a guide to selecting a good commercial recording studio.
Developing your production skills is also essential. You can do so by taking online courses, watching tutorials, and practicing to improve your skills.
Monitoring equipment such as a good pair of monitor speakers or headphones to accurately hear your recordings is also a very important investment.
Finally, do not shy away from using reference tracks to inspire and guide your production decisions. Sometimes you may even sample a chord or a bassline. Don’t allow what they say against Kuami Eugene, even while bopping their head to his music discourage you. Remember, there’s nothing new under the sun, even as the good old book tells us.
Yet, sometimes, you have to experiment and take risks, trying new ideas and techniques to develop your unique sound. Allow yourself to dream and imagine sounds that reverberate within you.
By investing in good production, you’ll be able to create high-quality recordings that showcase your talent and artistry. This investment will pay off in the long run, enhancing your sound, building your brand, and attracting more listeners.
Get to market
Streaming platforms like Spotify, Apple Music, Audiomack, Boomplay, and YouTube, among others provide independent artists like you with direct access to a global audience, ensuring global availability. Encourage your fans to stream your songs, create playlists and engage with your music on these platforms.
Social media has become a game-changer for music marketing. Independent artists use platforms like TikTok, Instagram, Facebook, and Twitter to promote their music and interact with fans. So, employ such strategies using reels to create short, engaging videos that can go viral. Host live sessions to connect with fans. Indeed, even global entertainment icons from the prior era have come to appreciate this as a veritable way to remain relevant. Engaging in challenges, memes, and trends can also boost your visibility. Afinally, do well to encourage user-generated content where your fans create videos using your songs.
Monetizing live performances
Live performances remain a major revenue stream for independent artists. Hire a good manager to facilitate gigs to perform at local festivals, club events, and private parties, even if for free at times. Learn from Sarkodie. Sometimes, it can be disappointing when the cash is not flowing but as those platforms expose you and your brand becomes more visible, you can, in time, host self-organized concerts in partnership with event planners and sponsors. At that time, you can also begin cashing in on merchandise sales by offering branded apparel like T-shirts, hoodies, and accessories; produce limited-edition physical albums and autographed merchandise to loyal fans; and organize personalized experiences such as meet-and-greet packages or private concerts.
In today’s digital age, independent artists have more opportunities than ever to succeed without a record label. By prioritizing high-quality production, a unique artistic vision, strategic use of digital platforms, and innovative marketing techniques, you can build sustainable and profitable careers. The key to success lies in consistency, authenticity, and adaptability.
Embrace the tools available, stay committed to refining your craft, and seize every opportunity to connect with your audience. With dedication and perseverance, you can carve out your place in the music industry, leaving a lasting impact and building a thriving career on your own terms.
Please let’s interact: +1 (914) 259-0242
The author is a dynamic entrepreneur and the Founder and Group CEO of Groupe Soleil Vision, made up of Soleil Consults (US), LLC, NubianBiz.com and Soleil Publications. He has an extensive background In Strategy, Management, Entrepreneurship, Premium Audit Advisory, And Web Consulting. With professional experiences spanning both Ghana and the United States, Jules has developed a reputation as a thought leader in fields such as corporate governance, leadership, e-commerce, and customer service. His publications explore a variety of topics, including economics, information technology, marketing and branding, making him a prominent voice in discussions on development and business innovation across Africa. Through NubianBiz.com, he actively champions intra-African trade and technology-driven growth to empower SMEs across the continent
