Being an Independent Musician During a Pandemic

By Ryan Oldenburger

Even in ‘normal’ times, the  music industry can be an uncertain place for many independent artists. This is especially true for young artists that are trying to gain a foothold in an industry that can feel inaccessible and is founded on the further strengthening of already established reputations. But now with the COVID-19 pandemic raging around the world, many starting artists are feeling completely lost. The pandemic has stripped them of many of the ways they could otherwise market themselves and to get their music heard, and has made finding a lasting place in the industry even more difficult.

In this video, I examine the effect the crisis has had on upcoming, independent musicians, and whether or not it influenced their creative process and overall mindset regarding being a musician. Furthermore, I will discuss strategies that musicians can employ in order to market themselves regardless of the pandemic, and how streaming ‘levels the playing field’ for new artists that want to be heard, be that a positive or a negative. Finally, I will talk about the at times ‘touchy’ subject of monetization, and point out various methods that independent artists can utilize to still earn some money off of their work.

All of these topics will be discussed in reference to existing literature, plus an interview I did with one such independent artist, Andrew Fernandez. Andrew spearheads his own project Data Kiss, whilst also being a full-time member of the Groningen-based, indie-pop band No Shame Rosé. His personal insights are very telling and truly encapsulate how many musicians have felt during this pandemic.

This video is meant mostly for upcoming, independent artists (musicians, producers, etc.) who are trying to find ways to thrive and build a successful career, despite the current external factors.