Build the Stack, Own the Fan: How Independent Artists Can Create a Sustainable Music Business
Making a Scene Presents19 Aug

Build the Stack, Own the Fan: How Independent Artists Can Create a Sustainable Music Business

Making a Scene Presents - Build the Stack, Own the Fan: How Independent Artists Can Create a Sustainable Music Business
Stop Waiting for One Check to Save Your Career

Independent artists have spent decades being sold different versions of the same dream. There is always supposed to be one thing that changes everything, whether that thing is a record deal, radio airplay, a viral video, a giant playlist, a million streams, a social-media breakthrough, an NFT collection, or whatever shiny object arrives next Tuesday.

The problem is that sustainable businesses rarely depend on one source of income. A recent Warner Music Group earnings report provided a useful reminder of this because the company's growth was spread across streaming, physical music, artist services and expanded rights, and several publishing categories rather than coming from one magical royalty stream. That does not mean an independent artist should try to become Warner Music, but it does mean there is something worth stealing from the business model.

The lesson is simple. Stop looking for one revenue stream that will support everything, and start building several connected ways for the music, the rights, the audience, the live show, and the artist's skills to create income.

That is the revenue stack.

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