Can Indie Musicians Really Make It Without A Label?

In today’s dynamic music landscape, independent musicians are rewriting the rules of success. The traditional path of signing with a major record label is no longer a necessity.

With digital tools at their fingertips and direct access to audiences, artists now have full control over their careers, shaping their brand and connecting with fans on their terms.

Shilpa Sharda, Director of Artist Services at Believe India and South Asia, highlights the dual approach necessary for this journey. “To truly succeed in their independent journey, an artist must go beyond focusing solely on their craft. They need to either develop a strong understanding of the business side or hire someone who can effectively manage it. Without excellence in the business aspect, even the most brilliant creativity may not receive the recognition it deserves.”

This blend of artistry and business is key to thriving in the independent music space. Take Prateek Kuhad, whose inclusion on Barack Obama’s playlist propelled him to global recognition, or Divine, who brought Indian hip-hop into the mainstream. Both leveraged strategic planning, consistent branding, and a deep understanding of their audience to build long-lasting careers.

Hamza Kazi, Head of Music Division at Dharma Cornerstone Agency, underscores the importance of cultivating a loyal fan base. “In today's music landscape, the most important currency any artist can have is true fandom. No amount of marketing spends by big labels can replace building an army of hardcore fans who will stream your songs, organically promote them, buy your merchandise, buy fan pit tickets to your shows, and maybe even pay a subscription for your exclusive fan club! An artist's brand valuation is directly proportional to the quality, affinity, and loyalty of his or her fans.”

Artists like Arijit Singh and Neha Kakkar exemplify this principle. Arijit’s soulful voice and deeply emotional performances have created a lasting connection with his fans, while Neha Kakkar’s vibrant personality and relatability have built a fan base that feels personally invested in her journey. For independent artists, this means going beyond music—creating experiences that resonate with fans and inspire their unwavering support.

Social media platforms, particularly Instagram, have become indispensable for independent musicians. Singer Madhur Sharma observes, “In today's era, Instagram plays a pivotal role in the success of songs for independent musicians. All they need to do is put their music out there—it's the fans who decide whether it becomes a sensation or fades away.”

Platforms like Spotify, YouTube, and Instagram not only provide artists with the means to distribute their music but also offer tools to understand their audience. Spotify for Artists and YouTube Analytics help musicians identify engaged listeners and fine-tune their outreach strategies, while social media fosters a direct connection with fans, allowing for authentic storytelling.

While big marketing budgets may provide a temporary boost, Kazi warns against over-reliance on such strategies. “Independent artists should focus more on [building fandom] rather than finding investors who will fund large marketing campaigns that will plaster their songs everywhere, only to be forgotten completely in less than three months.”

Crowdfunding platforms like Patreon and Kickstarter further empower musicians to generate revenue directly from their fans. Exclusive perks such as early song access, private performances, or personalized content create sustainable income streams while strengthening fan loyalty.

The independent musician’s journey is equal parts creative expression and business strategy. By mastering the art of storytelling, leveraging digital tools, and nurturing true fandom, artists can achieve success without compromising their independence. As Sharda aptly states, “Even the most brilliant creativity needs a solid foundation in business to truly shine.”

The shift toward independence marks an exciting era in the music industry. With creativity and entrepreneurship at the forefront, artists are no longer bound by traditional structures—they are the architects of their own success.