From Branding To Royalties: Varun Murali Shares Key Insights For Independent Musicians

The Indian Performing Right Society (IPRS) continues its mission to educate and empower music creators through its ‘My Music, My Rights’ initiative. The latest session took place in Bengaluru on February 20, bringing together independent artists to discuss key industry challenges, rights, and revenue opportunities.

In an engaging conversation with Loudest.in, Varun Murali—acclaimed music producer, composer, and guitarist from the renowned band Swarathma—shares his insights on navigating the independent music landscape. Here’s what he had to say about some of the most pressing challenges artists face today.

Here ared edited excerpts:

Q1. What are the biggest challenges independent artists face today, and how can they navigate them effectively?

Independent artists often struggle with what to do after creating their music. Many find it challenging to secure live gigs, playlist placements, press coverage, and effective promotion strategies. Additionally, social media creates a culture of comparison, which can lead to self-doubt and misdirected focus. Beyond marketing, artists also face technical and business challenges when performing live, such as understanding sound engineering, stage setup, and negotiating fair deals.

The best way to overcome these hurdles is through networking and continuous learning. Artists should actively seek guidance from industry professionals, ask questions, and observe how others navigate the field. There is no single formula for success—each artist must find their own path through trial, error, and persistence.

Q2. How can independent musicians build a strong personal brand and engage audiences across digital platforms and live performances?

A strong personal brand begins with self-awareness. Independent artists need to clearly define who they are, who their audience is, and what kind of gigs align with their style.

For instance, a folk musician might not resonate with a metal festival audience, and vice versa. Finding the right spaces to showcase their music is crucial.

When it comes to digital engagement, artists should focus on creating content that reflects their identity rather than simply following trends. Social media should be used as a tool for authentic interaction, not just promotion. Additionally, seeking honest feedback from trusted peers and experimenting with different performance formats can help refine their approach. Consistency and authenticity are key to building a loyal audience both online and in live settings.

Q3. What are the key revenue streams independent artists should focus on, and how can they maximize their earnings?

For independent artists, live performances remain the primary income source, but diversifying revenue streams is essential for long-term sustainability. Sync licensing, where music is placed in films, advertisements, and video games, can be highly lucrative, and artists should maintain organized records of raw files, mixed versions, and stems to secure licensing deals. Music publishing and royalties are equally important, and registering with IPRS ensures that artists receive their rightful earnings whenever their music is played on streaming platforms, radio, or live events. Brand collaborations offer additional financial opportunities beyond free merchandise, as artists can partner with brands that align with their musical identity. While streaming royalties may seem small initially, building a loyal listener base can generate passive income over time. By strategically leveraging live shows, licensing opportunities, and royalty earnings, independent artists can create a financially sustainable career.

Q4. How important are collaborations and networking in shaping an artist’s career, and what are the best ways to approach them?

Collaboration and networking are just as important as musical talent, as the industry thrives on relationships. Independent artists who actively build their networks have a greater chance of success. Engaging with fellow musicians, producers, and industry professionals can open doors to new opportunities. Attending music conferences, workshops, and initiatives like ‘My Music, My Rights’ helps artists gain exposure and valuable industry insights. The key to effective networking is to approach relationships organically—treating them as genuine friendships rather than business transactions. Spam tactics, such as aggressively pushing music onto others, rarely yield results, whereas meaningful conversations and mutual support foster stronger industry connections. Strong relationships can lead to collaborations, gig opportunities, and invaluable learning experiences, helping artists grow both creatively and professionally.

Q5. What should every independent artist know about music rights and royalties to ensure fair compensation for their work?

Understanding music rights and royalties is crucial for independent artists to protect their work and maximize earnings. Copyright ownership ensures that artists have legal protection over their creative work, preventing unauthorized use. It is also essential to distinguish between master rights (recording ownership) and publishing rights (song composition ownership), as this knowledge helps artists negotiate fair deals. Performance and mechanical royalties, generated whenever music is played on radio, streaming platforms, or live venues, are vital sources of income, and registering with IPRS ensures that artists receive their rightful share. Streaming platforms like Spotify and YouTube generate royalties based on streams, but proper rights management is necessary to track earnings effectively. By actively managing their rights and royalties, independent artists can secure fair compensation for their work and build a sustainable career in music.

The ‘My Music, My Rights’ initiative by IPRS is playing a crucial role in educating independent artists about their rights, revenue streams, and career strategies. Through networking, branding, diversified income sources, and a solid understanding of music rights, artists can build a thriving and sustainable career in the industry. As Varun Murali emphasized during the Bengaluru session, independent musicians must be proactive, continuously learn, and create opportunities for themselves.