"The Gift of Independence" by Olumide Ogunkanmbi (A&R Strategist & Founder, Unsong Music)

CHAPTER ONE: The Gift

First off, independence is not rebellion. As more and more music companies become less interested in artist development and more focused on profitability, being independent has become a necessity rather than a choice for many artists.

If you find yourself in this bracket, it may seem like a dilemma, but in this dilemma, there is a gift.

There is no better career trajectory than that of an artist who built a community of fans before partnering with a label, publishing, or distribution company.

These artists are almost always unstoppable. The clarity, development, and fanbase built from doing it independently for a period, coupled with the structure, budget, and network that these companies provide, equal an unstoppable force.

It is the reason such artists have become a priority for these companies; they come to the table with a proof of viability, or motion, as we fondly call it.

CHAPTER TWO: The Gift of Clarity

Traditional record deals are not a one-size-fits-all. While many artists have benefited from them, there is proof that many others have thrived outside of them.

There is also no doubt that certain personalities are better suited for traditional label deals. It is the reason labels actively seeking to develop artists often need to consider age and other character traits outside of talent.

Your time as an independent artist is often when clarity begins and you figure out who you are as a creative, and the exact kind of support you need.

Some artists may be able to build solid structures for themselves; from a team to their own systems, and may only require an investor to scale. Others may realize that creative control is non-negotiable, so a distribution and marketing deal will be more suitable.

You might even discover that your true passion lies in songwriting, which would lead you toward a publishing deal, or you may come to the conclusion that all you really want to do is focus on making music while someone else handles everything else; a realization that often leads artists toward a traditional label deal.

This clarity and knowing only come from doing it yourself.

CHAPTER THREE: The Gift of Development

There's no better form of development than that which is gained through experience.

Artist development that also includes character development is a process every artist should sign up for, because in all honesty, some artists need more character development than they need artist development to be successful in the music industry.

Being independent gives you both, at no cost, and at no one's expense but yours.

CHAPTER FOUR: The Gift of a Fanbase

The most important gift of all. Imagine a fanbase that was built by you and for you. Their loyalty is unquestionable. They did not become your fans out of hype, FOMO, or loyalty to an already established structure backing you, but out of genuine love for your music, and for you. This is what you get from doing it yourself.

You know how some artists struggle or fall off right after leaving a label? That's less likely when you've built a solid foundation as an independent artist, and a habit of doing it yourself.