Journal 002: What It Really Means to Be an Independent Artist

Estimated reading time: 3 minutes

There are few phrases in modern music that get used as often as this one:

"I'm an independent artist."

It's become a badge of honour.

Almost a statement of identity.

But the more I hear it, the more I find myself asking the same question.

What does that actually mean?

For a lot of people, the answer is simple.

"I'm not signed to a record label."

And while that's technically true, I don't think it tells the full story.

In my opinion, independence has very little to do with the absence of a label.

It has everything to do with the presence of responsibility.

That's the part I think gets overlooked.

Freedom Has a Price

Every artist wants freedom.

Creative freedom.

Financial freedom.

The freedom to release music when they want, how they want, without anyone telling them what to do.

And honestly, I understand it.

There's something incredibly satisfying about owning your masters, making your own decisions and steering your own career.

But here's the trade-off.

The moment you choose independence, you also choose responsibility.

You don't just become an artist.

You become the person responsible for building an entire business around that art.

That's a very different job.

You're Not Just Making Music Anymore

When you're genuinely independent, you're wearing more hats than most people realise.

You're the artist.

You're the A&R.

You're the marketing department.

You're the content creator.

You're the social media manager.

You're the release planner.

You're the accountant.

You're customer support.

You're the strategist.

You're the networker.

You're the project manager.

And somewhere amongst all of that...

You still have to find the time and energy to make great music.

That's independence.

Not simply uploading a track through a distributor.

Building something from the ground up.

Releasing Music Isn't the Same as Building a Career

This is where I think the conversation becomes blurred.

I've met artists who proudly tell me they're independent.

Then I ask a few simple questions.

Who's growing your audience?

Who's collecting email addresses?

Who's planning your releases six months ahead?

Who's building relationships in the industry?

Who's analysing what's working?

Who's creating consistent content?

Who's finding new opportunities?

Too often, the answer is...

"No one."

That's not independence.

That's simply releasing music without a label.

Those are two completely different things.

Independence Isn't an Excuse

I sometimes think we've romanticised being independent.

We've made it sound like freedom without acknowledging the workload that comes with it.

The truth is, a record label doesn't just release your music.

A good label provides structure.

Planning.

Marketing.

Industry relationships.

Strategy.

Investment.

When you choose to remain independent, you're choosing to replace those functions yourself.

That doesn't mean you need to do every task personally.

It means you're responsible for making sure they happen.

Whether that's through your own effort or by building a team around you.

The Artists I Respect Most

Some of the most successful independent artists I've met don't spend much time talking about being independent.

They're too busy building.

They treat their music like a craft.

Their audience like a community.

Their career like a business.

They're constantly learning.

Adapting.

Experimenting.

Improving.

They're not waiting for opportunities.

They're creating them.

And I think that's the real mindset behind independence.

Ownership.

Not ego.

The Opportunity Has Never Been Bigger

Despite everything I've just said, I genuinely believe this is one of the best times in history to build a music career.

You can release music globally from your laptop.

Build an audience directly.

Sell your own products.

Create memberships.

Teach.

License your music.

Develop multiple income streams.

None of that required permission twenty years ago because, quite simply, it wasn't possible in the same way.

Today, it is.

But with that opportunity comes responsibility.

No one's coming to build your career for you.

So... What Does It Really Mean?

To me, being an independent artist isn't about rejecting labels.

It isn't about proving a point.

And it certainly isn't about wearing the word "independent" like a badge without understanding what sits behind it.

It's about ownership.

Owning your decisions.

Owning your mistakes.

Owning your successes.

Owning your growth.

Owning your future.

Because if you're going to call yourself independent...

Don't just own your music.

Own your career.

—

Raff Di Renzo

Founder, Eleven One One Audio

"The artists who build the strongest careers aren't always the most talented. They're often the ones who take the greatest ownership."