The question is not whether an indie artist can thrive outside commercial record labels or contractual promotional services offered by music groups. Instead, we should discover why marketing agencies for indie artists are an essential part of artists’ success stories. Why is it much easier for an artist to thrive under a marketing agency compared to being the handler of his publicity.
You may or may not have heard of independent or indie artists. But you do know a couple of good singers who are cashing out now and then. The word is not alien. It is a term used to describe the kind of system of production and ownership an artist practices in his career.
Independent or indie system is a do-it-yourself kind that involves the artist recording and producing his songs independently and not under commercial record labels or in a contract with any of the many commercial subsidiaries. Chance The Rapper, Ben Reneer, AJ Edwards, Coldplay, and Lana Del Rey are examples of indie artists.
When it comes to finding a marketing agency and getting a good one, artists are usually lost in the forest of landing the right agency that fits their dreams and intentions. As a result of this, some eventually end up being indie artists because they could not find mutual ground with an agency. One of the myths flying around is that marketing agencies tend to suck out the creative in musical artists. This is a very wrong notion as with the right marketing team, you can have as much freedom as you want while effectively promoting your music.
We will soon see why it is beneficial for an indie artist to work with a marketing agency. It is also essential to establish that being an indie artist does not mean you have to be totally independent as far as your music career is concerned. Many artists think to be independent means doing everything by themselves. To them, you literally have to do everything that involves music creation by yourself. In other words, they consider the writing, producing, mixing, marketing, and even mastering of their production their responsibilities. This is just another myth. Everyone needs a team. A town planner does not measure all lengths and breadths of the city all by himself. He needs a team to do that.
Therefore, an indie artist, who, although manages his production, needs a team to work with. He needs people that will help in the recording, mixing, and ultimately production of his music. Knox Fortune is a good example. He writes and produces his music, does the artworks for his releases, and also manages his music promotion. In essence, all that being independent means is owning and controlling your career autonomously.