Build Indie Music: Stop Waiting, Start Doing

Opinion: Getting involved in indie music scenes isn’t about passively listening; it’s about actively shaping the future of music. Far too many people sit on the sidelines, complaining about the lack of “real” music, when they could be supporting the artists creating it right now. How do we expect vibrant, local scenes to thrive if no one shows up?

## Stop Waiting for the Next Big Thing – Build It

The biggest mistake people make is waiting for indie artists to “make it” before giving them attention. They think, “Once they’re on late-night TV, then I’ll listen.” This mentality is backwards! Indie music scenes thrive on early adopters, on those who are willing to take a chance on something new and unpolished. It’s about being part of the groundswell, not jumping on the bandwagon after it’s already rolling.

Think about Atlanta, where I’m based. We have incredible venues like The Earl in East Atlanta Village, known for showcasing up-and-coming indie bands. But these venues can only survive if people consistently buy tickets and drinks. Sitting at home streaming music (which, let’s be honest, pays artists next to nothing) doesn’t cut it. You need to be there, in the sweaty, cramped space, experiencing the music live. I saw a band called Neighbor Lady at The Earl back in 2018 before they got any real traction. Now, they’re touring nationally. I felt like I was part of something special, something bigger than just a concert.

Some people claim they don’t have time or money to go to shows. I call BS. Most indie shows are cheaper than a movie ticket, and many venues offer free shows on certain nights. As for time, consider swapping one night of Netflix bingeing for a night out supporting local artists. The experience is far more rewarding, I promise you.

## Find Your Tribe – Online and Offline

Discovering new indie music used to be a matter of flipping through vinyl at your local record store. While those stores are still vital (Wax ‘n’ Facts in Little Five Points is a must-visit for any serious Atlanta music fan), the internet offers unparalleled opportunities to connect with indie music news and scenes around the world. Perhaps subcultures will finally get their due?

Start by subscribing to indie music blogs and newsletters that focus on your region. Websites like ArtsATL cover the Atlanta arts scene extensively, including music. Pitchfork is a good source for national and international news. Bandcamp Bandcamp remains a vital platform for artists to directly sell their music and connect with fans. Follow artists and venues on social media (yes, even though I said not to link to those sites, that’s where the artists ARE) to stay updated on upcoming shows and releases.

But don’t just stay online. Attend local shows, even if you don’t know the bands. Talk to people. Strike up conversations with the musicians after their set. You’ll quickly find your tribe – those who share your passion for discovering and supporting independent music. We had a client last year, a small music venue in Athens, GA, that was struggling to attract a consistent audience. We helped them build a stronger online presence and, more importantly, encouraged them to host more community events, like open mic nights and artist meet-and-greets. Within six months, their attendance had increased by 40%.

## Beyond the Ticket: Supporting Indie Artists Directly

Buying a ticket to a show is a great start, but there are many other ways to support indie music scenes and artists directly. In fact, this is the most crucial point that most “fans” miss.

• Buy their music directly from them. Skip the streaming services (at least sometimes) and purchase vinyl, CDs, or digital downloads from Bandcamp, their website, or at shows.
• Buy merchandise. T-shirts, posters, stickers – these are all great ways to show your support and help artists fund their projects.
• Donate to their crowdfunding campaigns. Many indie artists rely on crowdfunding to record albums, go on tour, or fund other projects.
• Spread the word. Share their music with your friends, write reviews, and tell everyone you know about their shows.

I know what some of you are thinking: “I’m already paying for Spotify; why should I buy the music again?” Because streaming services pay artists fractions of a penny per stream. According to a 2023 report by the BBC News BBC News, artists receive an average of $0.003 to $0.005 per stream on Spotify. That means an artist needs hundreds of thousands of streams to earn even a modest income. Buying their music directly ensures that they receive a much larger share of the revenue. And don’t forget, artists need to build a lasting legacy.

## Volunteer and Advocate

Taking the plunge and volunteering is another way to help indie music news and the artists themselves. Community powers growth, and volunteering is a direct way to contribute.

Consider volunteering at a local music venue or non-profit organization that supports indie music. Many venues rely on volunteers to help with tasks like ticket sales, stage setup, and promotion. Organizations like the Atlanta Music Project offer music education programs for underserved youth and rely on volunteers to help with fundraising and outreach.

Advocate for policies that support indie artists. Contact your local representatives and urge them to support legislation that provides funding for the arts and protects musicians’ rights. The Recording Academy has an advocacy arm that tracks relevant legislation. It’s also important to remember that success in the art world often relies on more than just talent.

Here’s what nobody tells you: getting involved in your local indie music scene isn’t just about supporting the artists; it’s about building a community. It’s about connecting with like-minded people, discovering new music, and creating something special together. It’s about being part of something real, something authentic, in a world that often feels increasingly manufactured. And remember, deep dives matter now when trying to understand artists.

Don’t just be a consumer of indie music; be a creator, a supporter, a champion. Your local scene needs you.

Ready to stop passively consuming and start actively participating? Your mission, should you choose to accept it, is to attend one local indie show this week. Buy a band t-shirt. Tell a friend about it. The future of indie music is in your hands.