Never before have artists been able to do so much themselves. Recording, releasing, marketing and selling music without a label is now common - and for many artists, it is the best way to build a sustainable career while keeping ownership and control.
Own your masters
As a DIY artist, you typically own your recordings outright. That means you keep the income from them, decide how they are used, and keep a valuable asset for the long term. Many artists who later work with labels or partners use licensing or distribution deals that let them keep ownership.
Releasing
A DIY distributor or label services company puts your music on streaming services and stores. You keep most or all of the income, depending on the service. See the marketing and distribution chapter for release planning.
Income streams
DIY artists typically combine several:
- Streaming and downloads - master income through your distributor.
- Publishing - as the writer, collect performance and mechanical royalties (via a PRO and mechanical collection or an administrator).
- Neighbouring rights - as performer and master owner.
- Live shows.
- Merchandise.
- Direct-to-fan - platforms such as Bandcamp, memberships, exclusive releases, vinyl, signed items.
- Sync - licensing music to TV, film, adverts and games, directly or through a sync agency.
- Commissions and collaborations - production, features, remixes.
Building an audience
- Consistency - regular releases and content keep you in front of people.
- Authenticity - share who you are and how you make music.
- Engagement - talk to fans, respond, involve them.
- An email list and owned channels - social platforms change; a mailing list and website are yours.
- Local scene - gigs, collaborations and community still matter.
- Data - use streaming and social analytics to understand who your fans are and where.
Building a team
DIY does not mean alone. As your career grows, you may bring in:
- A manager - once there is enough activity to manage.
- A publicist or plugger - for specific campaigns.
- A booking agent - once you can sell tickets.
- A lawyer - for any contract.
- An accountant - for tax and money.
- Collaborators - producers, mixers, designers, video makers.
Budgeting
Treat your music as a business:
- Budget each release: recording, mixing, mastering, artwork, video, marketing.
- Track income and expenses.
- Reinvest in what works.
- Keep records for tax.
When to partner up
A label, distributor or publisher can bring money, expertise and reach. The question is always what you give up in return. Partner when they offer something you genuinely cannot do yourself - and when the terms let you keep as much control and ownership as possible.
Do this now
- List every income stream you currently have and the ones you could add.
- Budget your next release from start to finish.
- Start an email list if you do not have one.