Independent Artist: You need to change your mindset
What's the answer to finding your audience? How can you leverage streaming platforms? How do you create a sustainable business as an independent artist?
The answer is simple yet profound: Relationships.
The Power of Human Connection
In today's world dominated by algorithms and automated systems, we've become increasingly impersonal. But here's the opportunity: as an independent artist, you have something the algorithms don't - the ability to be genuinely human.
Your fans don't just want to consume your music. They want to connect. They want to feel part of your journey. They want to belong.
A Practical Example
Here's a simple strategy that can transform your relationship with fans:
When someone comments on your post or sends you a message, don't just reply with "Thanks!" Instead, try this:
- Thank them personally
- Ask them a specific question about themselves
- Show genuine interest in their response
- Remember details for future interactions
For example:
- "Thanks for listening! What part of the song resonated with you the most?"
- "I appreciate your support! Are you a musician too? What instrument do you play?"
- "That means a lot! Where are you listening from?"
Building a Community, Not Just a Fanbase
Every action you take should contribute to measurable growth. But growth isn't just numbers - it's depth of connection. A hundred engaged fans who feel personally connected to you are worth more than ten thousand passive followers.
Your fans want to:
- Be part of your creative process
- Feel valued and heard
- Share in your successes
- Support you through challenges
The Mindset Shift
Stop thinking like a broadcaster and start thinking like a community builder. You're not just releasing music into the void - you're inviting people into your world.
This requires a fundamental mindset shift:
- From "How can I get more streams?" to "How can I create deeper connections?"
- From "Look at what I made" to "Let's create something together"
- From "Buy my music" to "Join my journey"
Take Action
The music industry has changed. The old gatekeepers are gone, but that means you need to take responsibility for building your own success. And that success starts with relationships.
Start today. Reply to one comment with a genuine question. Send a personal thank you to a supporter. Share something vulnerable about your creative process.
Remember: In a world of algorithms, being human is your superpower.
Want to learn more about building a growth mindset as a musician? Join our Growth Mindset for Musicians Webinar and discover how to transform your music career through the power of community.
Platforms aren't where the real relationships happen — I wrote a longer piece on why.
I eventually turned all of this into a book: Entrepreneurship for Musicians.
Six months in a mentorship taught me how much of this is also about who you're building with.
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