Awareness is the Root of Discovery: The Key to Success for Independent Artists
Awareness is the Root of Discovery: The Key to Success for Independent Artists
Why Reaching a Global Audience Isn't Always the Best Strategy for Independent Artists
In the past, artists relied on A&R scouts to discover them and get signed. Then the label machine kicked in to get their music to music lovers. But nowadays, most artists directly engage with music fans to get discovered. However, with so many artists competing for attention on platforms like Spotify and Apple Music, it's challenging for new artists to get their music heard. To succeed, artists must first build awareness and create a buzz since discovery often follows the level of awareness.
While the internet allows artists to reach anyone, the sheer amount of noise makes it difficult to get noticed. Some artists attempt to reach a global audience right away, but this can be counterproductive. In the early days of pop music marketing, records were often promoted in regional radio markets, aiming to build heat in one region and then “spread” the record into other markets. Similarly, artists must focus on specific markets and communities to build awareness and engagement rather than trying to reach a global audience simultaneously. By creating heat in one region or community, artists can more easily expand their reach to other regions and, eventually the world.
Here are some examples of artists who created hotspots first.
Bruce Springsteen: Springsteen first gained a following in Asbury Park, New Jersey, playing in local bars and clubs. He eventually caught the attention of Columbia Records, and was signed in 1972. In 1975, Clive Davis said the following about Bruce. "He's received tremendous acclaim for his fascinating use of words and his lyric ideas. He is building a small cult, but it's been difficult to break him commercially. Bruce is so unique that I know he will make it, but without that trademark single, its a slow build." Springsteen went on to become one of the most successful rock musicians of all time.
Nirvana: Nirvana was a key part of the grunge scene in Seattle in the late 1980s and early 1990s. They built a strong local following, and eventually caught the attention of major labels. Their album "Nevermind" became a massive commercial success and helped to popularize grunge music around the world.
Taylor Swift: Swift got her start playing in local cafes and bars in Nashville, Tennessee, and built a following in the country music scene. She eventually signed with Big Machine Records, and went on to become one of the biggest pop stars in the world.
Kendrick Lamar: Lamar first gained attention in the West Coast hip-hop scene, and built a strong following in his hometown of Compton, California. He eventually signed with Top Dawg Entertainment and Interscope Records, and went on to become one of the most critically acclaimed and commercially successful rappers of his generation.
Bon Iver: Bon Iver is the musical project of singer-songwriter Justin Vernon, who got his start playing in local bands in his hometown of Eau Claire, Wisconsin. He eventually released his debut album, "For Emma, Forever Ago," which gained critical acclaim and helped him to build a global fanbase.
Billie Eilish: Eilish and her brother Finneas first gained attention on the SoundCloud platform, and built a following in their hometown of Los Angeles. They eventually signed with Interscope Records, and Eilish's debut album "When We All Fall Asleep, Where Do We Go?" became a critical and commercial success.
Khalid: Khalid first gained attention on SoundCloud and built a following in his hometown of El Paso, Texas. He eventually signed with RCA Records and his debut album "American Teen" was certified platinum and helped him to build a global fanbase.
Megan Thee Stallion: Megan Thee Stallion built a following in the Houston rap scene, where she was known for her freestyling ability. She eventually signed with 300 Entertainment and released her debut studio album "Good News" in 2020, which received critical acclaim and helped her to become one of the most popular rappers in the world.
Post Malone: Post Malone first gained attention on SoundCloud and built a following in his hometown of Dallas, Texas. He eventually signed with Republic Records and his debut album "Stoney" became a massive commercial success, helping him to build a global fanbase.
Rammstein: Their early success was largely based in Germany. Their first album, "Herzeleid," was released in 1995. Though the album initially sold poorly, the band gained popularity through their live performances and the album eventually reached No. 6 in Germany. They gained a strong following in the German music scene with their unique blend of metal and industrial music, and their theatrical live performances helped to set them apart. It wasn't until their third album, "Mutter," was released in 2001 that they began to gain more international recognition. From there, they went on to become one of the most successful and influential metal bands of all time, with a dedicated fanbase around the world.