Jon Stojan
Image credit: Unsplash
Changing industry dynamics and the power of social media have influenced many rising musicians to remain independent, protecting their artistic DNA in place of professional support. Depending on their skills and objectives in the industry, this decision can lead to ultimate success or hinder them from expressing themselves fully. For 26G, a prominent rapper, producer, social media influencer, and entrepreneur, staying independent was one of the best choices he made for his career. The prolific artist weighs in on this contentious discussion, sharing his side of the story and advocating for aspiring talent to choose what path suits their vision best.
Maintaining creative control over their music is one of the top reasons why artists choose to be independent. Research shows that 83% of musicians not associated with a label find this important, compared to only 74% of those who have a record deal. While this could be a simple attitude difference, it’s clear that the priorities of a record label and that of an independent musician aren’t always aligned.
Naturally, record labels are mainly focused on creating a return on their investment in the form of royalties and revenue from merchandise, concerts, and other deals. Independent artists find these things important too, but they often value authenticity and flexibility over the continuous churn of producing song after song just to keep up with market trends.
Before the widespread use of the Internet and social media, independent artists struggled to reach the same levels of visibility as musicians at record labels. Nowadays, the world is at their fingertips, with 60% of the world’s population owning a smartphone. Given that approximately 132 million Americans spend five to six hours daily on their smartphones, the potential to be ‘seen’ is immense. This doesn’t mean marketing is simple, but it certainly enhances the likelihood for independent artists to go viral and generate organic traffic with lower budgets.
One thing to note about being an independent artist is whether it aligns with a musician’s long-term goals. A singer who lacks the skills in songwriting and production may benefit from seeking a record deal even if that means they reduce their creative ownership. Alternatively, an artist who plays several instruments understands production fundamentals and aims to build a lifelong career out of music would probably prefer managing himself. Reflecting on what matters most to an artist is the first step to ensuring they make the right decision about their future.
Influential rapper, fashion designer, entrepreneur, gamer, and producer 26G can offer unique insight into this internal battle because he’s lived on both sides. He has spent long hours in professional recording studios working with famous producers, negotiating deal contracts with record label executives, and producing for himself and others from his home studio. What has he learned from each experience? Knowing one’s worth and personal values is key to making an informed decision.
26G, who rose to prominence since curating over 10,000 songs he’s written and produced, along with producing jingles for large corporations and supporting numerous artists through his independent collective WeOnline Enterprise, was almost swayed to accept record deals under the impression that they may provide better financial outcomes. Looking back on his choice to remain independent, 26G is grateful for thinking things through.
“I had so many chances to sign a record deal, but deep down what I was being offered didn’t feel right,” he explains. “I know other artists can relate on that basis, whether it’s because they felt uncomfortable with the compensation being offered or the terms of their contracts.” 26G finds it important to have these discussions, where talented musicians don’t compromise on their artistic freedom for corporate support.
“The media raves about artists who had connections and backing from the biggest players in the industry. That’s great, but it only represents a tiny percentage of musicians out there. I know I’m not the only one who is happy to say my creativity is boundless thanks to my independent status,” 26G shares.
Studies illustrate a similar picture to what 26G describes. Out of the seven million artists releasing music globally, 95% are independent artists, and they’re on the rise. More than one-third of the music business in 2023 was dominated by this demographic, showcasing how many consumers prefer ‘homegrown’ talent over ‘industry plants’ that have an overly curated public image.
This new era creates hope for the millions who are already producing music and the growing wave of people seeking to go viral in non-traditional ways. It also reflects the inherently emotional nature of music: it’s an art form that should place authenticity before profit.
As 26G continues to release music, offer songwriting and production services through WeOnline Enterprise, and experiment with AI in his creative process, he is excited to see what success lies ahead for independent artists who have put their all into their craft and join the movement for a more equitable music industry.