Why Brands Are Turning To Independent Artists Over Mainstream Celebrities

As brands rethink their marketing strategies in an increasingly fragmented digital landscape, a noticeable shift is underway: independent music artists are fast becoming the collaborators of choice over mainstream celebrities. Driven by cost efficiency, perceived authenticity, and deeper community trust, this pivot is reshaping how brands aim to build long-term cultural relevance rather than short-term visibility.

Industry observers note that while film stars and celebrity influencers continue to command massive reach, that scale often comes with high costs and diluted engagement. Independent artists, on the other hand, bring tightly knit communities, cultural credibility, and creative flexibility,qualities brands are now prioritising.

Music media entrepreneur and world record-holding artist Vineet Singh Hukmani believes originality is at the core of this shift. “Independent music artists, as opposed to generic celebrities, are always about original and relevant content creation,” he says. “Our music connects more meaningfully, whether locally or globally, with listeners who identify strongly with its relevance.”

Hukmani adds that flexibility plays a major role in brand decisions. “Independent artists call the shots themselves. That makes it far easier to align with brands compared to navigating the layers of red tape that come with mainstream celebrities,” he explains. He also points out that independent musicians offer brands a wider and more relatable creative canvas. “Today, indie artists have a diverse catalogue rooted in real-life situations, not fictional playback sequences. That realism matters.”

Singer, composer and songwriter Aabha Hanjura echoes the sentiment, noting that scale does not always equate to impact. “While mega celebrities do bring mega reach, that reach is often fragmented when compared to artists working within their own niches,” she says. “What independent artists uniquely bring to the table is a strong, authentic connection with their audience and deeper engagement.”

Drawing from her own brand collaborations, Hanjura highlights the importance of organic storytelling. “All the collaborations I’ve done have felt natural and never forced. Whether it’s a song or another creative format, it feels organic for the artist, and audiences connect with it more genuinely. That’s where brands see real long-term value. Artists are an integral part of the larger ecosystem.”

From a distribution and artist-development standpoint, Akhila Shankar, Head of TuneCore South Asia, says brands are increasingly recognising the cultural capital independent artists hold. “Independent artists today are not just musicians; they are community builders,” she notes. “They’ve earned trust over time by being consistent, relatable and deeply embedded in their audiences’ lives. For brands, this translates into partnerships that feel credible rather than transactional.”

Shankar adds that the economics also make sense. “Working with independent artists allows brands to experiment, scale creatively, and build sustained narratives without the prohibitive costs associated with celebrity endorsements. It’s a more agile, long-term approach to brand building.”

As marketing moves away from one-size-fits-all endorsements toward community-driven storytelling, independent artists are emerging as powerful cultural allies. For brands seeking authenticity, trust, and lasting resonance, the indie route is no longer an alternative,it’s fast becoming the preferred strategy.