"Independent Artists Must Think Beyond Streaming Revenue"-Sangeetha Rajeev

Sangeetha Rajeev, an accomplished singer-songwriter known for her dynamic performances and unique musical style, shares her perspective on the evolving independent music landscape. With years of experience in the industry, she has witnessed firsthand the challenges and opportunities that independent artists face today.

In this conversation, she highlights the importance of building a strong personal brand, maximizing revenue streams,and protecting music rights—key factors in sustaining a successful career.

Her insights come in the backdrop of ‘My Music, My Rights’, an initiative dedicated to empowering independent artists by raising awareness about music rights and royalties.

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

The biggest challenge for independent artists today is standing out in an increasingly competitive industry while maintaining financial stability and securing proper support. With new music being released daily, cutting through the noise requires consistent content creation, strong audience engagement, and a unique artistic identity. Financial sustainability is another concern, as independent artists often lack the backing of major labels. However, diversifying income streams—through live gigs, brand collaborations, sync licensing, and registering with IPRS for royalties—can provide long-term stability. Staying adaptable, continuously evolving, and understanding the business side of music are key factors in overcoming these challenges.

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

Personal branding is essential in today’s digital age, and authenticity is the key to building a loyal fan base. An artist’s unique sound, visual identity, and storytelling ability help in creating a strong connection with listeners. Social media platforms play a crucial role—regular engagement through live sessions, behind-the-scenes content, and interactive Q&A sessions can strengthen the artist-fan relationship. When it comes to live performances, artists should go beyond just playing music; interacting with fans, offering exclusive experiences, and making audiences feel involved can make a lasting impact. Consistency and originality across all platforms help in establishing a recognizable and memorable brand.

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

While streaming platforms provide some income, independent artists should diversify their revenue sources to build financial stability. Live performances, including virtual concerts, remain one of the strongest income streams. Registering with IPRS ensures fair royalties from streaming platforms, radio, and public performances. Other viable revenue avenues include brand collaborations, sync licensing, music publishing deals, and fan-driven models like crowdfunding and subscriptions. Additionally, artists should own their masters and negotiate fair contracts to retain control over their earnings. By strategically managing multiple income sources, independent artists can sustain their careers more effectively.

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 at the heart of the music industry. Collaborating with fellow artists, producers, and industry professionals helps expand an artist’s reach, spark creativity, and open doors to new opportunities. Networking through industry events, online platforms, and partnerships with like-minded creators is essential for career growth. Building strong relationships within the music community often leads to performance opportunities, mentorship, and increased visibility. Engaging with organizations like IPRS can also help independent artists connect with industry stakeholders and explore new possibilities.

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 fundamental for independent artists to protect their work and secure fair earnings. Every artist should be aware of the difference between copyright, publishing rights, and performance rights to ensure they are compensated correctly. Registering with IPRS allows them to collect royalties whenever their music is played on streaming platforms, radio, or at public events. Artists must also know whether they own their masters or have a split-rights agreement, as this impacts revenue distribution.

Proper metadata tagging during music distribution is crucial to ensure royalties reach them correctly. Before signing with labels or distributors, artists should carefully review contracts to avoid unfair terms. Additionally, using Digital Rights Management (DRM) tools can prevent unauthorized use of their work. By staying informed and actively managing their rights, independent artists can build a financially sustainable and creatively fulfilling career.