Artist Development is the critical piece that independent artists need at all stages of their careers. Learn how to stay on track!
Written by Cari Cole, this article outlines the five essential phases of artist development that musicians must go through to build a successful, sustainable music career. The traditional model of record label-driven artist development has faded, leaving independent artists responsible for shaping their own image, sound, and business. The article details how artists can take control of their careers and develop holistically through a structured, step-by-step process.
1. Artistic Development – Honing Your Craft
This phase focuses on mastering musical talent and developing foundational skills:
- Vocal training: Strengthening vocal technique to build a professional-quality voice.
- Song repertoire: Learning cover songs to develop vocal abilities and stylistic direction.
- Musicianship: Music theory, piano/guitar skills, and ear training to enhance musicality.
- Songwriting: Refining skills through practice, collaboration, and structured training.
- Performance skills: Playing live at open mics, songwriter nights, and local shows.
2. A&R (Artist & Repertoire) – Defining Your Unique Sound
This phase helps shape an artist’s musical identity by developing:
- Signature sound: Aligning themes, genres, and storytelling with authenticity.
- Artistic direction: Avoiding industry-imposed identities that don’t align with personal artistry.
- Song selection: Choosing music that represents the artist’s true voice.
Case studies:
- Katy Perry: Signed multiple deals before finding success but later struggled with artistic authenticity.
- KISS: Became known for their makeup but struggled with artistic freedom.
Key takeaway: Artists must define their brand early to ensure longevity and creative control.
3. Branding – Creating a Strong Visual Identity
A strong brand helps an artist stand out and connect with audiences. This phase involves:
- Developing a recognizable aesthetic that aligns with the music.
- Choosing colors, fonts, and logos to create a cohesive brand.
- Building an online presence that visually reflects an artist’s music and personality.
Pro Tip: Research other artists, collect inspirations, and define a brand that “looks like the music sounds.”
4. Test Marketing – Gauging Audience Response
This phase involves testing music and branding with real audiences through:
- Live performances to assess fan reactions.
- Social media engagement to determine what content resonates.
- Strategic marketing efforts at industry events like SXSW and Midem.
- Opening for bigger artists to test audience reach and appeal.
This step provides critical feedback on what works before making large-scale industry moves.
5. Career Development & Management – Sustaining Success
Once an artist has momentum, this phase focuses on long-term sustainability through:
- Touring & merchandise sales.
- Brand collaborations for additional revenue.
- Sync licensing (placing music in TV, film, ads).
- Expanding into books, public speaking, or niche projects.
Building revenue streams is essential for financial stability beyond streaming royalties.
Bonus: Understanding Artist Development Deals
An Artist Development Deal is a contract where a label or music publisher invests in an artist’s growth in exchange for a share of future profits. These deals can be:
- Supportive (providing valuable resources and mentorship).
- Exploitative (locking artists into unfair revenue splits).
Key takeaway: Independent artists must understand the terms before signing any deal.
Final Thoughts
This article emphasizes that artist development is a long-term process requiring dedication, strategic planning, and an authentic artistic vision.
Source: 5 Key Phases of Artist Development to Build a Strong Music Career
