How I Built My Independent Music Career Without a Record Label





TL;DR: I built my independent reggae career by maintaining consistent branding (@thegeneralmusic) across all platforms, prioritizing creative control over record label deals, and focusing on SoundCloud and YouTube for audience building. Independent artists now control 50% of the global music market and receive over 50% of Grammy nominations.

Core Answer:





Consistent username (@thegeneralmusic) across all platforms makes discovery easier for fans



Record labels own master rights and 99% of signed artists get shelved



SoundCloud and YouTube were the foundation platforms for building my audience



Independent artists generated $4.5 billion on Spotify in 2023 (50% of global music market)



Independence means complete control over music, distribution, marketing, and deadlines

When you see @thegeneralmusic across YouTube, Facebook, Instagram, TikTok, Twitter, and SoundCloud, you’re looking at a decision that shaped everything about my career as an independent reggae artist.

I had another option: “Da Jamaican Boy.” It’s part of my artist name. More distinctive. More cultural. More colorful.

I chose “General” instead.

Why I Chose “General” as My Artist Identity

Life is general. I’m living life in general.

This philosophy drives how I show up as an artist. I’m not putting myself on a pedestal. I’m the everyman. My music tells my story about letting my soul free.

The consistent username across every platform wasn’t an accident. Viewers are more likely to remember and recognize a creator with a distinct and uniform brand. When someone hears my music and wants more, they don’t guess which version of my name to search for on Instagram versus YouTube.

They remember: @thegeneralmusic.

This simplicity became my most effective marketing tool. Consistent branding enhances recognition and builds trust by presenting a professional and reliable image. Over 120,000 new tracks get uploaded daily. Making yourself easy to find matters more than having the cleverest handle.

What This Means: Uniform branding across platforms removes friction from the fan discovery process, therefore increasing follower conversion rates.

Why I Chose Independence Over Record Label Deals

Going independent wasn’t the typical path. Most artists still chase record deals.

I watched what happens to artists who sign. Most signed artists lose control of their music. Creative control disappears. Your story becomes someone else’s property.

Here’s what the industry doesn’t advertise: when you sign to a record label, the label owns the master rights to your music and has the freedom to negotiate music licensing and publishing deals without your approval. You won’t see a royalty check until the label recoups your advance, which sometimes takes years or never happens.

Worse? A whopping 99% of artists signed to a major label deal are shelved or put on the back burner because labels sign too many artists competing for attention and money.

Independence lets me keep my true values and morals. My music is my way of telling my story. I needed that freedom to be non-negotiable.

Bottom Line: Record label contracts trade creative control and master ownership for upfront advances, but 99% of signed artists get shelved.

Which Platforms Built My Audience From Zero

I’m on multiple platforms now: YouTube, Facebook, Instagram, TikTok, Twitter, SoundCloud. More platforms help spread the music.

In the beginning, two platforms mattered most: SoundCloud and YouTube.

Why SoundCloud Worked for Me

SoundCloud was my foundation. Music discovery there works differently. Despite TikTok’s viral power, SoundCloud remains a go-to platform for independent musicians, especially producers, with A&Rs focusing heavily on SoundCloud for talent discovery.

The platform combines human creativity with AI-powered discovery tools to surface new music and match artists with the right fans. People found me through:





Playlists curated by other users



Search results for reggae keywords



Recommendations from other artists



Genre and mood tags

All these discovery methods worked together.

Why YouTube Built Long-Term Growth

YouTube played a major role. YouTube music promotion is still one of the best ways to build real momentum around your music, playing a significant role in discovery, credibility, and long-term growth.

These platforms gave me something labels couldn’t: direct connection with people who wanted to hear my music.

Key Insight: SoundCloud drives A&R discovery and initial fanbase, while YouTube builds credibility and long-term audience growth.

What the Numbers Show About Independent Artists

Building an audience as an independent artist means facing uncomfortable numbers.

Only 19.16% of artists on Spotify had over one thousand monthly listeners in 2023. The competition is real. The path is harder than people admit.

But here’s what changed: the holy trinity of social media, independent distribution, and global streaming platforms has given artists an alternative to the major label record contract. Artists have more tools to succeed independently than ever before.

The proof shows up in the results:





Independent artists generated over $4.5 billion in revenue on Spotify in 2023



Independent artists make up 50% of the global music market



Over 50% of Grammy nominations in 2024 went to independent artists

Independent artists are getting recognized in greater numbers than ever.

The Data Point: Independent artists now control half the global music market because social media, streaming platforms, and distribution tools removed traditional gatekeepers.

What Complete Creative Control Looks Like

When you’re independent, you control the direction of your music. Full control over distribution, marketing, artwork, messaging, and deadlines.

You decide when to release. You decide what the cover looks like. You decide which platforms get your energy and which ones maintain a presence.

The reggae scene proves this works. Alkaline, a reggae-dancehall artist known for his mysterious persona and aggressive hip-hop influenced style, became the most successful influential independent artist to emerge from the Caribbean in recent history.

This path exists because artists chose to build differently.

What Independence Gives You: Total control over release timing, visual identity, platform strategy, and creative direction without label approval.

How I Measure Success as an Independent Artist

Success as an independent artist looks different from traditional metrics.

It’s not about the biggest advance or the flashiest label announcement. It’s about building something real with people who connect with your music.

Every platform serves a purpose:





SoundCloud and YouTube build the foundation



Instagram and Facebook maintain connection



TikTok and Twitter expand reach

The consistency across all platforms makes following the journey easy.

@thegeneralmusic isn’t a username. It’s a promise. Wherever you find me, you’re getting the same artist with the same values telling the same authentic story.

Independence gave me the freedom to be general. The freedom to be myself. The freedom to let my soul speak without someone else editing the words.

Life is general. I’m living it through my music.

Frequently Asked Questions About Building an Independent Music Career

What percentage of the music market do independent artists control?

Independent artists control 50% of the global music market as of 2023, generating over $4.5 billion in revenue on Spotify alone. This represents a significant shift from traditional label dominance.

Which platforms are best for independent artists starting out?

SoundCloud and YouTube are the foundation platforms for independent artists. SoundCloud drives A&R discovery and initial fanbase building, while YouTube builds long-term credibility and growth. Both platforms offer direct fan connection without label intermediaries.

Do record labels own my music if I sign a deal?

Yes. When you sign to a record label, the label owns the master rights to your music and has the freedom to negotiate licensing and publishing deals without your approval. You won’t receive royalties until the label recoups your advance.

What percentage of signed artists actually succeed with major labels?

Only 1% of artists signed to major label deals succeed. The remaining 99% are shelved or put on the back burner because labels sign too many artists competing for limited attention and resources.

How many Spotify listeners do most independent artists have?

Only 19.16% of artists on Spotify had over one thousand monthly listeners in 2023. This shows the competitive nature of music streaming, but also highlights opportunities for artists who build engaged audiences.

Should I use the same username across all social media platforms?

Yes. Consistent usernames across all platforms make discovery easier for fans. When someone hears your music and wants to follow you, they don’t need to guess different variations of your name on different platforms.

How do independent artists get discovered on SoundCloud?

Artists get discovered on SoundCloud through multiple channels: user-curated playlists, search results for genre keywords, recommendations from other artists, and genre or mood tags. The platform combines human curation with AI-powered discovery tools.

What are the main benefits of staying independent as a music artist?

Independent artists maintain complete creative control, own their master rights, control distribution and marketing decisions, set their own release schedules, and keep higher percentages of streaming revenue. The trade-off is handling all business operations yourself.

Key Takeaways





Consistent branding across all platforms (@thegeneralmusic) removes friction from fan discovery and increases follower conversion because fans remember one username instead of multiple variations



Record labels own master rights and 99% of signed artists get shelved, making independence a statistically better option for maintaining creative control



SoundCloud and YouTube are the foundation platforms for independent artists because they drive A&R discovery and build long-term credibility without label intermediaries



Independent artists now control 50% of the global music market and generated $4.5 billion on Spotify in 2023, proving the viability of the independent path



Success metrics for independent artists focus on direct fan connections and creative freedom rather than advance size or label prestige



Social media, independent distribution, and streaming platforms created an alternative to traditional record contracts by removing industry gatekeepers



Only 19.16% of Spotify artists exceed 1,000 monthly listeners, but those who build engaged audiences on foundational platforms see sustainable growth