The independent music scene has experienced massive growth in recent years. Platforms like YouTube, Instagram, and Spotify have become springboards for artists to gain recognition. With Bollywood no longer being the sole gateway to success, indie musicians have new opportunities. But going it alone still has its challenges, so here’s a roadmap for DIY musicians in India looking to navigate the music industry without a label.
In India, platforms like JioSaavn, Gaana, and Wynk offer more than just streaming—they provide visibility in one of the fastest-growing music markets. While low per-stream payouts are a global concern, these platforms help artists build a listener base across different languages and genres.
Pro Tip: Use these platforms not just for streams, but to engage fans. Redirect them to buy your merchandise or attend live shows.
Apart from global platforms, make the most of Indian platforms such as Hungama, or even radio shows like Red FM’s Indie Hain Hum, which specifically spotlight independent talent. Engaging with such localised platforms helps build a solid fan base within India before expanding globally.
For Indian musicians, Instagram Reels and YouTube Shorts are powerful tools. Indian audiences respond well to visually rich and creative content, so show your journey through music, from creation to performance. Additionally, TikTok alternatives like Moj and Chingari have grown popular in India and can help artists gain visibility.
While building a fanbase on social media is essential, nurturing your community through direct interaction is even more powerful. Use WhatsApp or Telegram groups to connect personally with your fans. In India, where personal connections can drive massive support, fan engagement through exclusive content or early access to releases can keep listeners loyal.
To make a sustainable income, diversify your revenue streams. India's massive wedding and festival market is a goldmine for live performances. Independent artists often perform at cultural festivals, weddings, or even corporate events. Additionally, platforms like Patreon, Skillshare, or India’s FrontRow allow artists to teach and engage with fans through workshops, earning extra income.
Collaborations are key to expanding your reach. Partner with fellow indie musicians or influencers in the Indian creative space. Whether it’s a joint track or a music video collaboration, cross-promotion can expose your work to a wider audience. Platforms like Madverse Music can also help distribute your music while keeping control of your rights.
One of the unique opportunities in India is the diversity of regional music. Independent artists catering to languages like Hindi, Tamil, Bengali, or Punjabi have unique entry points to smaller but dedicated fanbases. Keep an eye on regional trends and collaborate with artists or content creators who cater to these demographics.
While making DIY music allows for freedom, Indian audiences are discerning. High-quality audio and visually appealing content (such as music videos) are essential to standing out.
Sync licensing is another growing avenue in India. With the rise of OTT platforms like Netflix and Amazon Prime in India, many indie artists are getting opportunities to license their music for series, movies, or advertisements. Submit your tracks to be considered for sync deals in TV shows or movies through sync services, or approach indie production houses.
Finally, the indie path is exhilarating but can also be overwhelming. Stay mindful of your mental health by taking breaks, setting boundaries, and balancing creativity with marketing efforts. Outsource tasks like PR or distribution if it helps you focus on the music.
Madverse Music offers you tools to distribute your music to major DSPs, keeping your royalties in your control, while you navigate the intricacies of India’s growing indie scene. From helping you with sync opportunities to monetizing your work across social media, we’ve got you covered.
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