Você está lutando para ser notado como um músico independente online. Como você pode se destacar?

As a Music Consultant, not having a clear and recognizable unique brand is a commun and frequent mistake. I usually ask the artists I work with to pitch me their project/identity in no more than 2 short sentences, the idea being to capture the essence of the project. From there, artists will be able to build a unique branding that will be clear and consistent. All assets (social content, video etc.) will all take its source from it, and fans will be able to relate.

I’ve worked with countless artists over the past 15 years, watching many go from being underground acts that no one paid attention to, to topping the charts with tour schedules they could barely keep up with. And you know what the common factor was for each of their successes? Just being themselves. We are all unique in our own way as individuals, and that’s what makes each artist stand out. The key lies in recognizing that uniqueness, and building on it. The qualities that set you apart—your story, your journey, where you come from—are your gold. By focusing on those aspects and nurturing them, you create something truly authentic. That’s what makes the difference between blending in and breaking through. That's what makes you unique.

Have you considered doing live covers? Maybe you're really struggling for social media content, it's a great way to have something to record regularly and also connect with a new audience and gain fans.

Social media has transformed how artists connect with fans, making direct engagement easier than ever. I always advise artists to build genuine relationships by sharing more than just their work. Let fans see who you are offstage and away from the studio. Authenticity—like sharing moments from your daily life or going live on off days—helps create a deeper bond. Fans love to feel like they're part of your journey, not just spectators of your music. You don’t need to reveal everything, but giving fans a glimpse into your world fosters a deeper human connection. This personal touch builds loyalty and sets you apart, turning casual listeners into true dedicated supporters of your art.

Engaging with fans is very strategic, as they will be the ones supporting you all the way, listening to your music first, sharing it with friends etc. Artists need to nurture their relationships with fans by connecting with them through socials, sharing exclusive piece of content or making them contributing to the project by asking for their opinion.

Collaboration can be a powerful tool. A common practice in the wider business world is partnering with aligned businesses to cross-pollinate audiences, mutually benefiting both parties. We can do something similar in music to tap into new and relevant audiences. This can happen through flagship releases or elsewhere in a more ad-like format. For example, perhaps it would make sense artistically and commercially to release a single on streaming services or to feature it on another's profile on a more limited basis.

Quality is key for everyone. If you want to stand out, you must act like a pro and share high quality pieces. Even though time and ressources are limited, it is crucial to focus on quality to build your credibility and raise interest.

Yes, your content definitely needs to be high-quality, but it also has to be relatable. Sometimes, there’s a thin line between quality and relatability. For example, look at Amapiano stars TitoM and Yupee with their hit song “Tshwala Bam.” They promoted the song with a series of high-quality posts, but it was a low-quality TikTok video that made the release go viral. Someone posted a poorly made video of three guys dancing to their song, and even though the video was subpar, it was highly relatable. That video ended up going viral, sparking over 5 million imitations of the challenge. It just goes to show that relatability can sometimes outweigh quality and the trick is to find a balance.

Does this really apply in 2024? Maybe it does, but we also need to recognize that some artists have released songs and seen their songs go viral on TikTok and become number one on the music charts, even surpassing those with planned “strategic” releases. I’ve observed that after such viral success, big record labels and management companies may approach the artist, offering this same “structure” and strategy. Unfortunately, this has sometimes lead to a downward spiral if the new strategies overshadow the artist’s originality. While I agree that planning releases and creating build-ups are important, they should align with the artist’s originality. Balancing strategy with maintaining authenticity is crucial for sustained success.

The numerous testimonials from underground artists who have achieved notable success on platforms like SoundCloud really underscore the value of diversifying your presence as an independent artist. While platforms like Spotify and Apple Music are indeed essential for reaching a broad audience, they are also highly competitive, and often saturated with mainstream “Top 40” artists. This intense competition can make it challenging for emerging artists to gain visibility. On the other hand, platforms such as SoundCloud, ReverbNation, Bandcamp, and MixCloud provide meaningful alternatives. These platforms offer unique opportunities for independent artists to distinguish themselves, often with less competition from established mainstream acts.

Being specialized in Music Streaming, I confirm that platforms diversification is good to connect with different audiences (and consequently have a broader reach). The more you are visible, the greater chances you have to be discover by fans, but also by Music editors and eventually to be playlisted in editorial playlists. Use the tools from app for artists at your disposal to engage with fans and learn about them, so you will be accurate when creating campaigns or content.