Starting out as an indie artist today feels familiar and strange at the same time. Technology makes it easier to create and release music, and it also makes it harder to be heard.
In a recent Disc Makers blog post, Tony van Veen reflects on what he would do if he were launching his career in 2026.
Instead of chasing quick virality or shortcuts, the emphasis is on building a strong foundation, better songs, deeper fan relationships, and reliable income streams.
Here’s a breakdown of those key ideas and how you can put them to work.
Start with Better Songs: Make Music That People Remember
At the core of any lasting music career is the music itself. Van Veen doesn’t mince words: if you want real traction, your songs need hooks that stick, choruses people can sing back, and emotional moments that listeners connect with.
Mediocre songs might feel “good enough,” but in a crowded market, they just get lost.
He suggests writing more than you release so you can choose only your strongest work, and pushing yourself to finish songs quickly instead of polishing endlessly.
One rule he’d use is simple: if someone can’t sing your chorus back after one listen, the song isn’t ready. Hooks aren’t just choruses either, they can be an opening line, a rhythmic idea, or a memorable melodic twist.
To actually level up your songwriting, he recommends:
- Listen like a student: break down songs you admire and ask what makes them work.
- Study craft conversations: watch experienced writers talk about structure and lyrics.
- Co-write with others: different perspectives spark new ideas.
- Use tools like AI selectively: as a brainstorming partner, not a replacement for your instincts.
Finally, test songs on real listeners, not just musicians. Watch how they respond. If they zone out, you’ve got more work to do.
Build a Small, Real Fanbase: Depth Over Scale
Once your songs are strong, the next priority is your audience. Big follower counts don’t mean much if people don’t engage with your music. Van Veen suggests aiming for a few hundred true fans who open your emails, show up to shows, comment on posts, and buy your music or merch.
Instead of trying to be everywhere at once, choose one platform where your potential fans are and commit to it for 90 days. TikTok, Instagram Reels, YouTube Shorts. Any of these can work as long as you’re consistent.
What kind of content should you post? Van Veen is clear that it shouldn’t be all salesy pleas to stream or buy. Instead, focus on:
- Clips of you writing and creating
- Stories behind lyrics
- How demos evolved into finished tracks
- Personal moments that show your humanity
This kind of content helps people feel they know and like you, which is far more valuable than a raw follower count.
Another big point is ownership. Social platforms are great for discovery, but you don’t control them. Collecting email addresses and having a direct-to-fan store (via Bandzoogle, Bandcamp, or similar) means you can reach fans no matter what happens with algorithms.
There are services like Spinney Media that can help with warehousing and fulfillment, so fans can buy physical products directly from you or through retail channels.
Every song release should have a plan: a timeline, supporting content, and goals for engagement. Don’t just drop music and hope people find it, make each release an event.
Create Repeatable Revenue: Treat Your Music as a Business Too
Talking about money can feel uncomfortable, but if you want to sustain a career, monetization matters.
Van Veen argues that physical products, CDs, vinyl and merch still play a crucial role in building revenue and fan engagement. They give fans something tangible and memorable, and selling them directly often yields better returns than streaming alone.
One specific tactic he recommends is releasing physical products before digital.
Launching a CD or vinyl two to four weeks before the digital release creates excitement and makes the launch feel special to super-fans. Scarcity tactics, limited runs, signed copies, numbered editions — can also deepen fan interest and support.
Think in cycles instead of hoping for a single hit. Create music, promote it, engage fans, sell products, and then repeat. Systems like this build momentum over time without relying on chance.
My Closing Thoughts: A Practical Path for 2026 and Beyond
If you take anything from the Disc Makers framework, it’s this: focus on quality, relationships, and repeatable processes.
Great songs attract listeners. Dedicated fans support your career. Reliable revenue keeps your music going. Avoid chasing quick virality or shortcuts that don’t build your long-term foothold.
For indie artists in 2026, success is less about luck and more about consistency, clarity of focus, and creating work that resonates.
With good songs and a real plan for your audience and income, you can build a career you control, step by steady step.
