10 Things Indie Artists Must Put In Place For Long-Term Success

Most artists think exclusively about being successful in today's market. They worry where their next gig is going to come from. They count their social media followers every day. Unfortunately, many never stop to think about their long term goals and what their career will look like 5, 10, 20, or 30 years from now. It's critical to put in a solid foundation now if you want to develop the kind of following that will stay with you and support you for years to come! Here are some of those foundational building blocks.

1. Put Out Consistent Products - You need to establish a high bar for yourself when it comes to the quality of your songwriting, your recordings, your videos, your fan engagement etc. Everyone must be certain that everything you do will be as good as or better than the last things you did. Not giving your all with every effort will lead to fans losing their interest. Inconsistency will cause your fans to lose confidence in you.?
2. Maintain A Consistent Presence - You need to stay in front of your fans and the public in order to keep their attention. ‘Out of sight, out of mind’ has never been more relevant than it is today. At any moment in time there are 1000s of other artists competing for the same space in your fan’s lives. Some ways you can do this include releasing new music regularly, having a newsletter, growing your social media and being seen or heard on interviews.
3. Convert Your Fans into Supporters - It’s one thing to build a fanbase. It’s another to turn them into lifelong supporters. Think of any artist who has been active and successful for any length of time, and you will find that their fans buy their music and merchandise, come to their shows and help to market them via social media. This will only happen with your fans if you are and remain authentic, engaging and thankful. And most importantly, you must remember that your fans WANT to support you. It makes them feel great inside. It is not a burden. So you must be willing to give them opportunities to help you. Asking for a sale from your fans is not something to avoid. Just don’t stay in sales mode all the time.??
4. Build and Maintain Relationships - No one can build a long term, profitable business alone. Having a business team to support you is always helpful. Having a strong and loyal fan base is critical. But just connecting with people and developing serious relationships with them, whether they are in the music business or not, is priceless. Personal friends and colleagues can and will help you in ways you may never have dreamed of. They will come up with connections you didn’t know they had, ideas you hadn’t thought of, and offer powerful advice when you need to make big decisions. Most importantly, they are the people you can lean on when you need help, no matter what that looks like.??
5. Develop Multiple Streams Of Income - If covid taught us anything, it is that relying on one source of income is never a smart idea. Artists who relied on gigs for their only income lost everything. But those who had other forms of income such as a Patreon fan club, online courses they developed, merch that people buy even outside of their live shows, a book they’ve written etc, were able to weather the pandemic much better. Most importantly in this picture is creating passive income (aka mailbox money, residual income) - money that you continue to earn long after you’ve put the work in. This can include film and TV placements, songwriting royalties, selling online lessons or courses, merch sales, Sound Exchange royalties and much more. The importance of this cannot be overstated. Having residual income enables you to take time off to relax or to write and record. It also covers you if you get sick, or even if you decide to retire. And it can take care of your family long after you are gone.???
6. Learn To Manage Your Money - It is critical that you or someone on your team who you trust 110% understands the ins and outs of financial management. This includes budgeting your money, saving money and making wise investments. It also relates to music-related finances such as managing a label advance or deposits from gigs. It means knowing how much you can afford to spend on new equipment, recording etc. You need to know all of the ways you make money and ensure that you are not leaving money on the table. You need to know how to manage the challenges that come with having an inconsistent paycheck. If your finances aren’t managed properly, you may lose everything you’ve worked so tirelessly to achieve. More importantly, it may drive you to leave the business in favor of something more perciebly ‘stable’.
7. Develop A Working Knowledge of The Music Business (as it pertains to you) - It is critical that you understand how the business works. This includes knowing your rights as a creator. You must know all of the income streams you are due or can tap into so you don’t leave money on the table. You must know how to read and understand your basic contracts such as sync licenses, gig contracts, songwriter collaborator agreements, production agreements etc. Most importantly, know when you need an entertainment attorney to help you. You must be aware of all of the roles in the industry (publisher, publishing administration , manager etc.) and know what they do. You definitely have to know enough to identify and avoid scams, sharks, bad deals etc..? Lack of business knowledge and understanding can leave you in a world of hurt - one you might not be able to easily recover from.?
8. Stay Relevant To Your Fanbase - It’s critical to be aware of what your fans expect from you at all times. Decide up front if you are going to play into current trends or stay consistent with what your fans have come to love about you. Will they embrace something completely new from you, or get turned off? Do they expect the unexpected, or do your changes need to be more subtle? Knowing the demographics of your established audience goes a long way in keeping you relevant to them. You always want to give them what they like and support you for, and keep them engaged. Knowing your fans also helps you determine what merchandise to sell. For example, you may want to change what you offer as your audience ages with you and their income levels rise or fall.?
9. Never Get Complacent - Acts that have longevity are always striving to give more than is expected from them. This might include putting on a dynamic stage show, producing great videos and releasing amazing music. Find new ways to interact with fans and offer new things to your fan club. Always show your fans how much you appreciate them. The minute you start taking them for granted and assume they will love anything you do, that’s the minute you will begin your decline into obscurity.?
10. Stay Physically and Mentally Healthy - All of the success in the world can be useless without being completely healthy. Of course that starts with proper diet and exercise. But it also includes having a strong emotional support system, taking time away to enjoy other activities and maintaining a strong work-life balance. It may even require you to somehow separate your work persona and your personal persona. Be totally aware of if and when you need professional help (a doctor, a counselor, AA etc.) and seek it immediately.

? 2022 Vinny Ribas, Meghan Surace and Michael Scharf