What Moves the Needle for Artists Now?

In today’s landscape, where creation and distribution are more accessible than ever, an artist’s success hinges on cutting through the noise. It’s about tapping into a cultural zeitgeist, building a genuine connection with fans and fostering a strong community. Independent labels have a distinct advantage in helping their artists navigate these opportunities. Their agility allows them to experiment, quickly adapt to market changes and cultivate artist-fan relationships. This empowers artists with what they deeply value: the ability to control their narrative and build a sustainable career.

Authenticity always has and always will move the needle! We live in a time where fans have access to nearly the entire history of recorded music in their pockets, which makes it incredibly difficult for new artists to break through. This, combined with the constant pressure for likes and streams, can make maintaining your authenticity difficult in the short term. But music is about connection, and fans will always seek out the music that speaks to them. The job for us in the indie space is to ensure that great art and great stories cut through the noise.

For me, the emotional connection between artists and their fans is at the foundation of artist development. Helping express an artist’s story, their connection with fans and how to scale that connection changes all the time, and it’s our job to find the most effective ways that work for each artist. It doesn’t start with a song or a TikTok…it starts with a connection between people [around] art, culture and lifestyle.

Artistic meaning, fan connection and smart content strategy are what build careers today — and the most successful artists have label teams who know how to amplify all three.

A real narrative and point of view that can be shared, and a great team. There has always been a need for story, and now, more than ever, the connection happens between the artists’ real lives and the way their fans interact and follow along with them. Bringing that narrative to the concepts, music and lyrics drives so much of the success of each and every artist in today’s world. Adding a smart team to coordinate how that story is shared online and on the road is the key to success.

Vulnerability is like rocket fuel for artists. We stress that, alongside hard work and uncompromising individuality, to move the needle in 2025.

Hard work and hustle. Artists need to be relentless and create their own spark. Once that spark is lit, the label can turn it into a flame, and then a fire. The days of simply pushing a button or jamming a record onto the charts are over.

A strong social presence, a compelling live strategy and artistry that reflects genuine craft and contributes to culture are all key. Building true fandom matters more than ever. The daily demands on artists are immense, and I have deep respect for everything they have to navigate. The only constant is change, so success today requires an open mind, sharp instincts and the courage to trust your gut and course correct when needed.

Performing live in front of large audiences still moves the needle these days and grows organic followers. At Better Noise, we have a touring department to help make tours and packages happen for our acts so they can tour their music and grow their fans.

What moves the needle now is authentic connection, a compelling story and great music. Building a community through strategic touring and being consistent on social media is key to engaging and growing your fan base.

A strategic, worldwide strategy that touches every aspect of their business — from streaming and touring to branding and digital presence. It’s about building a real, sustainable fan base, which requires a deep understanding of how to connect with audiences authentically across regions, platforms and formats, and ensuring that every move reinforces the artist’s identity and long-term vision.

I think authenticity and consistency by the artists across platforms mean everything. Artists who tell real stories — whether in songs, TikToks, livestreams or podcasts — connect deeply. But it’s not just content; it’s how that content is packaged and positioned. Smart digital strategy, targeted advertising, playlist placement and brand partnerships — all anchored in a compelling narrative — are some of the real needle-movers today. But let’s be real honest, no matter how many of those things are in place…it STILL takes an entire music community to move the proverbial “needle” today!

It always starts with a song. The music. However, these days, the artist must also be in tune and hyper-engaged with their fans in real life and online. That engagement must remain true and authentic to the artist and build across emails, socials, text and branding, which in turn contributes to ticket sales, merch, brands, etc. It’s empire building from the ground up that requires basic blocking and tackling at all times.

“Great” still wins, but how you market and connect with “great” is everything. There’s nothing new and groundbreaking in platforms this season, so artists must be remarkable in their own way to claim their place in this attention-based economy.

Of course, one can always list touring, socials, incredible visuals, interesting collaborations and new studio tracks dropping after the album release. But without life-changing music, the rest is just window dressing.

What really drives momentum for artists today is having a strong vision and knowing how to translate that into meaningful fan engagement online. The ability to consistently deliver music and content at a fast pace keeps audiences connected and growing.

It always comes down to authentic connections. Fans want to be part of something — a movement, a scene. They want to be “seen,” and they invest in musicians who represent their world view. Music fans are discerning and expect something real from artists they choose to invest their time and money in.

Having a label that is able to offer a platform and audience that is symbiotic with the artist. Examples would be labels that specialize in specific genres or formats like Enhanced or Monstercat.

The ability to translate diverse experiences into authentic, creative expression has become a key factor in driving both the artistic and commercial success of today’s artists.

Empowering fans to connect and bond over music, something that’s driven music fans forever! Whether by speaking to fans directly in a newsletter or building moments and creative worlds they can pore over and dissect together, there’s a way for every artist to build community in a way that’s authentic to their practice.

Individuality. Artists who know who they are and aren’t afraid to be unapologetically themselves are cutting through the noise. It’s not just about the music anymore; it’s about presence, perspective and personality. Artists who win are able to translate their star power into a brand, naturally. People crave authenticity, and when an artist lives comfortably in their truth, it resonates. That kind of legitimacy builds lasting impact, not just viral moments.

Honesty, sincerity and a genuine reflection of who they are. It may sound trite, but never has such reflection been a truer North Star.

It used to be access to capital, audience and media gatekeepers. That access has been democratized to a large extent. So now it’s all about being creative and differentiated in every aspect of the value chain, from radical marketing ideas to innovative product development to commercial partnerships with our artists that fit their individual needs.

Fans want to buy into a story of an artist and be along for the journey. They want to have an emotional connection. The 15-second clip of a song may soundtrack a moment for them on social, but the artists with staying power are able to transfer that flash of excitement into a breadcrumb into their world.

Always great music, but also knowing your audience and how to directly speak to and reach them. Understand how to connect with them and offer insight into the artist’s world.

Relentless, high-volume self-promotion — driven by a scientific mindset of testing, tweaking and scaling what works. A fierce spirit of self-motivation: the artists who hustle, experiment and stay in motion are the ones who cut through. Hyper-awareness of audience and culture: understanding the community they’re creating for (and with) is no longer optional — it’s life or death.

Visibility and the ability to grow a sustainable career are what truly move the needle. In the streaming world, it’s crucial that artists not only have fair access to exposure but are also properly valued when their music connects with listeners. Growing the market means creating opportunities for more artists to succeed, not just the top players. It also involves ending the dilution of revenues and removing thresholds that prevent emerging talent from earning fair income. IMPALA’s 10-step streaming plan addresses these issues, aiming to create a more transparent, balanced system that supports both established and emerging artists in a fairer digital environment.

Great art is still, and will always be, the thing that moves the needle the most.

Artists today aren’t just competing with other artists — they’re up against the entire global content economy. A song on TikTok isn’t just fighting for space with other music; it’s going head-to-head with brand campaigns, influencer drops and comedy skits. The artists who break through are the ones who work — who have as much output as any content creator, and simultaneously deliver innovative, great music. Consistency and creativity both matter, and the best know how to do both.

I feel like this will always remain the same: good music that evokes an emotional reaction from an audience. If you combine that with the right team, good tech and infrastructure, and proper capital, you have a recipe for success.

Building a community and having consistency is more important than ever. The sheer volume of weekly releases is overwhelming and has created a landscape of musical chaos. Fans want to feel rewarded, seen, heard and have more they can lean into and engage with beyond a song. TikTok, for better or worse, calls music on their platform “sounds,” not songs. You must have a strategy to overcome the noise.

Moving culture. As we’ve seen with RAYE and countless independent artists, when music has real impact, it affects the culture.

It’s never been more important for artists to have direct, authentic connections with their fans, be that through social media, fan communities, direct-to-consumer goods or live shows. When it comes to artist brand building, fostering authentic direct connections with their most passionate fans is so important in sustaining artists over the long haul.

Artists need real support systems: fair policies, transparent revenue streams and legislation that protects their rights. A2IM has been pushing for the HITS Act, which would allow artists and labels to deduct recording expenses the same year they’re incurred, something that’s especially impactful for independents. A2IM, along with the Artist Rights Alliance, is the driving force behind the Protect Working Musicians Act, which would give independent artists and labels more leverage to negotiate fair terms with dominant platforms. These kinds of policies won’t just tweak the system; they’ll fundamentally shift the balance toward sustainability and long-term success for the independent music sector.

True artistry. Audiences connect with vision — not just with songs, but with character, story and presence. Artists who craft a compelling identity, communicate authentically on short-form platforms and release music that carries cultural weight are the ones breaking through. Talent alone isn’t enough anymore — artists need to be creators, storytellers and brand-builders to stand out.

The flexibility to have control of their destiny and partners they can rely on.

A combination of deeper fan insight, the smarter use of data, and strategic use of technology drives growth and measurable success for the modern artist. Creators who truly understand their audience, who may have very specific, tailored needs, work in collaboration with partners like Downtown, who provide the tools and platform to delve deeper, so that they are able to act on that knowledge and capability to develop sustainable careers. Localized campaigns that speak directly to specific markets, paired with a strategy to scale globally, can also build strong momentum.

Music is always first. Storytelling and brand identity are second. Content is not first — we can get lost in trying to crack Reels and TikToks all day, but without building great habits in the studio and an authentic story, it won’t always hold.

Artists have never been more capable of moving the needle for themselves. Whether that’s via touring, slow-growing word of mouth, or a big viral moment, it’s our job to add value to what our artists bring.

The combination of coordinating the DSPs, social media and radio to build positive streaming and overall consumption.

Authenticity, star power and the tenacity and ambition to keep going.

Authenticity, singularity and purpose.

A clear vision, a strong will and team spirit. We are committed as a label to bringing these same principles to our individual artist campaigns as well.

What moves the needle for artists today isn’t a single metric — it’s the convergence of authenticity, agility and strategic visibility. In an algorithm-driven, fast-paced landscape, what matters is resonance, not volume. The real challenge is longevity: building a career, not just a moment. That means clear vision, direct access to platforms and fans, adaptive partnerships, and the ability to react fast. Artists need freedom and support to stay relevant and connected in a global, fragmented environment. At Because, we believe in enabling sustainable careers and long-term cultural impact.

Through strong copyright laws around the world, artists are able to earn from their recordings and compositions through licensing. This is why the global music community and other creative sectors are speaking out against big tech AI developers taking their hard work for free and without consent. As someone who has worked in tech, I’m excited by the possibilities of AI to enhance human activity across business and creativity (as well as wider societal advances), but this will only be a mutual benefit with music if we build a licensing market together. To do this, governments need to strongly support intellectual property rights, as well as educate the public and AI developers about the value of music and the vital importance of IP for artists’ incomes and careers into the future.

Artists who are creating work with depth are the ones breaking through. The music has to hit a nerve — something that feels intentional, fully realized and rooted in identity. That level of artistry stands out. But it doesn’t move on its own. The ones who are growing are pairing that vision with structure. The artists who are growing have a plan, a timeline and a story that’s easy to follow. They study what’s working, track what’s connecting and treat every release like a campaign.

Finding the right partner that will take them from access to success. There are plenty of solutions for artists to distribute their music, make it accessible. Access is not success. Success is about cutting through the noise to find the right audiences. More than ever, the single most important thing in an artist’s career, what really moves the needle, is to find the right partner, choose expertise and quality of service demonstrated by a track record of success. Success is about the right partnership, and Believe is solely focused on one objective: building the best success track record in our industry for the artists and labels we partner with.

In addition to transcendent artistry, a lot comes down to culture and community. Whether artists are building that in-person touring across the country, or purposefully creating connections among their fans online, we’re seeing that community and consistent engagement with one’s audience are among the most important factors for artists to grow and sustain meaningful careers in the long run.

Authenticity. Consistency. And ownership. People want to feel connected to something real — and artists who know who they are, who stand on their own two feet, will always cut through. At PRE, everyone has their own lane, but they’re all self-made and self-driven. That’s what moves culture. That’s what moves the needle.

It’s all about authenticity and impactful content these days. Fans can feel what’s real. Dropping great music, building a brand, tapping into culture and showing up consistently. That’s what cuts through the noise and moves the needle.

Beyond creating great music, cultivating an authentic social media presence is more essential than ever for building a genuine connection with fans and fostering a loyal community.

For artists, the key to success increasingly seems to lie in how they build and grow their fan base. As influence continues to shift from labels and media toward the artists themselves, a strong fan base directly impacts not only the success of their music but, perhaps more critically, their touring business. While great music is, of course, the foundation, beyond that, it’s becoming more and more akin to the business of social media content creator or influencer. Their microphone goes beyond the music, and success can be found if artists lean into how they are communicating and connecting with their fans, just like a YouTube creator or indie podcasters might do.

Genre fusions. Collabs in cross-genres are huge these days. Now you have corridos collaborations, not only working with urban or reggaeton. Electronic, cumbia and dembow are in many playlists. A song can go viral overnight on TikTok way before it’s caught up in any traditional media.

Being real. Audiences today want to feel represented — in the lyrics, the style, the message. Artists who stay rooted in their culture while speaking to the moment are the ones making real impact.

The same thing that has always moved the needle — financial and human energy directed by people who know what they’re doing in support of great music that connects artists and fans in a meaningful way.

Establishing authentic connections with fans is the key ingredient for artists’ success, especially with the presence of superfans growing exponentially in not only the K-pop industry but also the global music landscape. Fans are not just mere viewers of content or listeners of music. They are active participants in every creative process of their favorite artists. They crave personal connection and to have their voices heard. With the growing demand for transparency and accessibility, it’s no longer enough to just release music and perform. Fans want to engage with the artist on a deeper level — whether that’s through social media interactions, live streams or behind-the-scenes glimpses into the creation of music. This shift has pushed artists and labels to rethink how they communicate, focusing on building a two-way relationship that goes beyond the traditional fan-artist dynamic.

No amount of talent offsets the need for an artist to have a fan base. The best music on earth will fall flat if no one is there to hear the release or buy tickets to the show. Large, engaged audiences activating around an artist or artist release have and will always be the bellwether of artist success and longevity. Without that audience, nothing else matters. Leveraging our digital tools like TikTok, Instagram, Discord, etc. to build, cultivate, grow and engage with those fans needs to be front and center for artists looking to succeed in 2025.

Engaging with your fans in a way that motivates them to leave home and meet you at your live shows is essential. In-person experiences are what truly move the needle today. Why? Because artists now engage so deeply and frequently with their fan base that fans begin to see them as friends — and friends want to connect face-to-face. They’re tired of “online dating” their favorite artists; they want to experience you in person.

Great music will always be the most significant asset and the foundation of everything. Playlisting is not marketing, but great marketing can impact playlisting. We have found podcasts and syncs are tremendously helpful in getting attention to our artists. Smart radio also makes an impact. We used to spend millions chasing chart positions, and when we hit No. 1, we didn’t see insane streaming increases. When we would fall off, we didn’t see significant drops. This showed me we were doing it wrong. Now we use radio in developing markets. We get the artists to those markets at the same time, and when we do this, we see audience growth. We also see increased list sign-ups, increased D2C sales, and, ultimately, audience growth. Growing an audience we can reach consistently without needing paid social media to increase that reach is the most powerful thing we can do. That’s what moves the needle.

Using and interpreting the wealth of available physical and digital data is still the most important aspect these days. It’s the basis for marketing strategies and audience development, as well as figuring out efficient logistics for the continued growth of D2F business.

Social media, of course, but we are still big believers in press, radio, indie retail and touring. It takes several impressions to dent the consciousness of consumers, and we try to emphasize those mediums that facilitate long-form narrative or a direct, visceral experience with the act and their music.

Prioritizing the artistic integrity and excellence of the music is the single most influential factor in elevating both the artist and the broader industry. Music possesses an innate power to transcend generations, borders, and cultural barriers — its universal resonance is unmatched. We have consistently expanded the boundaries of K-pop and redefined what global pop music can be. Looking ahead, SM remains steadfast in its commitment to its core: music.

Touring is still an incredible way for artists to express themselves and connect with audiences. We have had a lot of success in the last year with TINI, almost monday, Andy Grammer, Adrian Lyles and others.

Being authentically us is what has always been our winning ticket. We love to experiment with our sound and try new things, but we make sure to keep our essence, and that’s why fans resonate with our music.

At Dirty Hit, moving the needle doesn’t mean chasing hits. It means building legacy, growing culture and creating ecosystems where artists can thrive on their own terms. That’s what indie power looks like in 2025 — and that’s what we’re proud to lead.

Choice — specifically, the freedom to choose business partnerships that align with their unique career visions. Independent record labels are key in this regard, offering artists alternatives to traditional arrangements, which often involve significant creative compromises and unfavorable economic terms. This variety enables artists to forge partnerships that complement their artistic goals, audience development strategies and financial priorities — whether that means prioritizing ownership, leveraging specialized promotional expertise or accessing specific distribution channels.

Being open to adapting to new methods of marketing, sound and promotion as the internet evolves and fandoms change.

Marrying vision with execution. Authenticity and world-building also feel crucial, as fans seek an escape and want to relate to some aspect of the story being told. Scaling creative output and striking a balance between artistry and the business is the exciting challenge both artists and executives face daily.

It’s about genuine and meaningful connection. You have to have intention behind every move, from socials to creative to releasing your first single.

It’s all about having the right content, worked by the right team, at the right time. Great music is still the foundation, but strategy and execution are what truly move the needle. Artists need teams that not only understand the market but also understand their unique value and how to build around it. You’re only as strong as the people you surround yourself with — and the ones who can align timing, creativity and opportunity are the ones driving real results.

Offering artists all the services of a major label in a boutique setting, with a personal feel, with a team that supports their creative visions and helps execute them. Caring for their physical and mental health, providing trainers, therapists, etc. We encourage them to have their own business managers and independent counsel and accounting, full transparency. That’s what we feel moves artists these days.

Establishing strong, long-term partnerships across all aspects of their business, whilst having a team that supports their creative vision and goals.

It’s age-old to try to cut through the clutter, and it has not gotten any easier for artists and labels. All the new social media platforms, touring back in effect, the ability to pull off direct fan engagement in a more sophisticated way and just plain good music is the key. I’d say an underutilized marketing tactic is indie retail. Yes, it’s a retailer, but it’s also a community hub. It’s targeted marketing, so if an artist isn’t engaged with their local indie store and the indies along their tour routes, they are missing out on some needle-moving fun! It’s a part of any solid marketing rollout — at least it should be.

I would argue the same things that have always moved the needle. Great music and storytelling are the only things that matter in true artist development. This has to be delivered across formats on a global basis. To build something real, it has to be both online (DSPs, social media) and offline (live shows, physical goods, press, radio). Building this engagement creates lifetime connections between fans and artists.

Creating a long-term, value-added bilateral relationship with super fans is what moves the needle for artists — one where the artist generates value for the fans, and the fans generate value for the artist.

Fan connection. You can spend a ton of money on marketing, get that viral TikTok, land a big playlist and still not fill a small venue. On the contrary, we’ve spent no money, had no viral moments and no major playlisting and had acts sell tens of thousands of tickets worldwide. If there’s one thing I’ve learned, there aren’t any shortcuts. You have to do the hand-to-hand combat. What keeps a fan invested as they move through life? After they’ve graduated high school, college, etc.? There are more ways than ever to connect with fans based on who you genuinely are. If you can figure out how to build a real relationship with the fans, you’ll have a career for life.

Like always, artists want greater control of their rights and the agency and freedom to find the right partner for their recordings. More than ever, labels need to demonstrate they are adding value in order to continue successfully partnering with artists.

Patience, a strong and steady team, and an understanding that artist development is often brick by brick.

In today’s music landscape, artists who authentically share their stories and foster real connections with fans are the ones who create a lasting impact and sustainable success.

We’ve seen that artists like Father John Misty, who are willing to thoughtfully consider how they want their fans to receive their music and how best to communicate that, tend to have more interesting and successful marketing campaigns. A lot of attention gets paid to encouraging participation in social media platforms, and while that’s often a very rewarding way to develop meaningful relationships with an artist’s fans, it’s far from the only option and often ancillary.

The market is saturated with noise, but what cuts through is clarity of identity, story, and most importantly, the music. Fans are looking for more than just the next viral moment; they want to understand what an artist stands for and to feel part of something that lasts.

If an artist doesn’t know how to market themselves, they have no shot. For me, every artist I’ve signed knew exactly who they were and knew how to market themselves, and could do it outside of a label. We just added to what they were doing, with more information to grow, but they already had an understanding of what they wanted to do, and they just needed the tools to do it. If I have to tell you who you should be and all these other factors around your artistry, then you’re probably not the one. If you look at all these great artists, they all have a vision of what they want to do and how, and then they have a team to execute that. The music has to be amazing, but I want to hear you tell me how we should roll this out.