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Building a loyal audience as an independent artist comes with unique challenges, from building a personal brand to navigating the rapidly evolving music industry. During the 2024 Musiversal Music Summit in Lisbon, industry experts—including Thiago Silva from Warner Music, independent artist Giel, and Musiversal's CMO David Gerhart—explored strategies for success. Their discussion highlighted the importance of authenticity, resilience, and using data-driven tools to connect with fans. Watch the full panel video below and read this insightful conversation to gain valuable insights on how to grow your audience and sustain a music career in today's competitive landscape.
Introduction to the Panel Discussion (0:00 - 0:49)
David Gerhart (Moderator, Head of Growth at Musiversal):
Very excited to have this panel. I just want to say, firstly, thank you for joining. We're super excited to have you all here, and I'm thrilled to be at the very first Musiversal Music Summit. I'm honored to have Giel and Thiago with me on stage. Giel is an independent artist, songwriter, and entrepreneur based in Lisbon, Portugal. Thiago is a manager at Warner Music, also based here in Portugal, and he was previously in the A&R department at Universal as well.
My name is David, I'm your host and moderator. I'm the head of growth here at Musiversal. Giel and Thiago, thank you again. We have a lot to talk about, so I don't want to take up too much time. Let’s jump right into it. As you may have heard in previous presentations, musicians are in a confusing time right now. It's simultaneously never been harder to stand out with so much music being created, yet it's never been easier to reach thousands, if not millions, of people at once.
Artists today face what I call "information overload." You're told to network, build an audience, get on playlists, run ads, create content—it’s a swarm of information, and it’s hard to know how to process it all. As an independent artist with limited time and resources, we often ask ourselves: Where do I start? What will really get things going for me?
Personal Branding and Standing Out (0:50 - 4:45)
David:
My first question is for you, Thiago. As a label manager, you often work with artists who have momentum in their careers—their streams are going up, they're getting more followers. But that's not the reality for a huge number of independent artists who are just getting started. Of the artists you've worked with, how do they get to the point where they're under the label's attention?
Thiago Silva (Warner Music):
Thank you for the question, and thank you to Musiversal and Lisbon Music Network for inviting me. To start, I'd like to refer back to something you said earlier about the massive amount of music delivered to streaming platforms every day. There's a report from Luminate released last year that found 120,000 tracks are delivered daily to streaming platforms. So, with that sheer volume, it's essential to understand how to stand out. A good starting point for this conversation is personal branding. If you want to stand out, you need to convey your authentic self and unique creative vision to the audience you’re trying to resonate with. When I start working with a new artist or an artist catches our attention, talent is always the foundation. But a strong personal brand and originality are what ultimately set an artist apart.
Giel (Independent Artist):
I think personal branding is super important. It’s not something you always know immediately, but you develop it over time. Thiago works with a ton of different artists on the label side, but I’m walking the walk every day. As an independent artist, you must know yourself more than an artist signed to a label, because if you don't know yourself, others may try to shape you into something that fits the industry. Authenticity is critical—you're constantly perfecting your brand because you are the brand. People come to experience what you have learned about yourself through your music.
David:
Absolutely. I’ve been running marketing and advice sessions with Musiversal subscribers for five months now, and they often tell me, "I don't know what my brand is." My response is, "You don’t really have one yet—and that's okay." You create it by finding which pieces of your authentic self resonate with your audience. It’s about testing, putting yourself out there, and learning what your audience connects with. It's not a prescription; it’s an evolving process.
Thiago:
Exactly. Before you even think about signing with a label, you should have a clear artistic vision. A label's job is not to create your identity, but to amplify what you already have. I see my role as a label manager as helping to enhance an artist's existing vision—not dictating it. Authenticity and consistency are key. When I see an artist who consistently shows up, delivers talent, and engages their fan base, it’s a strong signal.
The Role of Consistency in Success (4:46 - 13:15)
David:
Consistency is so crucial. Giel, you’ve had offers from labels multiple times, right?
Giel:
Yes, I've had seven different contract offers throughout my career. But I’ve found that the independent life, though challenging, has forced me to learn and grow in ways I wouldn’t have otherwise. Now, music sustains my life, and I’ve learned that the key to success is knowing when to partner with a label and when to keep building on your own. Success isn’t about getting signed—it’s about staying true to yourself and your vision.
David:
Well said. This brings up the idea of knowing when it’s the right time to sign with a label versus staying independent. Thiago, how do you balance helping artists maintain their authenticity while also ensuring their music can reach a broader audience?
Thiago:
It’s always a challenge. There’s a negotiation between staying true to the artist’s vision and producing something that can reach a mainstream audience. We don’t dictate what artists should do, but we guide them with our marketing and communication strategies. However, it’s essential that the artist knows what they want to express, and we amplify that.
Giel:
The machine should only complement what you’re already capable of producing for yourself. Labels provide support, but as an independent artist, you need to prove you can do it yourself first. Otherwise, signing to a label may make you accountable to others in ways that can hinder your creative freedom.
The Role of AI in Music Production (13:16 - 19:15)
David:
Agreed. Now, there’s a lot of talk about the role of AI in music production and creativity. I’m curious about both of your thoughts on this.
Thiago:
AI can be a valuable tool for predicting trends and supporting creativity, but it's also a controversial topic, especially when it comes to the ethical side. AI has been helpful for tasks like analyzing data, identifying trends, and supporting creative decisions by predicting what works well for certain audiences. However, the main concern is when AI crosses the line, such as emulating voices or styles to the point where it infringes on artists’ intellectual property. Recently, Warner Music, Universal, and Sony all took steps to address platforms that were using AI to imitate artists’ voices without their consent. That’s where the challenge lies—balancing innovation with respect for creativity and ownership.
Giel:
I agree. AI can be a great tool when used ethically and creatively. For example, I use AI during songwriting sessions when I hit a block. Sometimes, if I'm struggling to find the right rhyme or phrasing, AI can suggest something I hadn’t thought of. It helps me organize my ideas and even strategize how to structure a song. But it’s crucial to add your personal fingerprint to the music—something that AI can't replicate. AI can generate a starting point, but your own creativity and authenticity are what bring the soul to the music. It's that unique touch that connects with listeners on a human level.
David:
That’s a great way to frame it—AI as a tool to support creativity, not replace it. I’ve also heard that it can be helpful in production. How do you see AI shaping the sound of music from a production standpoint?
Thiago:
From a production perspective, AI can be helpful in generating ideas or polishing a track. It can assist in making something sound good because it understands patterns and what typically resonates with listeners. However, it can also be limiting because it tends to stick to what’s safe. AI lacks spontaneity and emotional depth, which is where human creativity truly shines. Even if AI produces a technically good track, it might lack that unique emotional connection that comes from lived experience, emotion, and personal expression. So while AI can be a great tool to get ideas flowing, it’s the human touch that makes the music memorable.
Giel:
Exactly. The authenticity comes from your life experience, your emotions, and your personal journey. AI might be able to suggest a catchy beat or a melody, but it won’t bring that depth of feeling that comes from real human connection. That’s why it's essential to use AI as a complement to your creativity, not as a replacement. We, as artists, bring our stories to the table, and that’s what resonates with people.
David:
That’s a powerful point. AI can support the process, but it’s the personal experiences that truly connect with listeners. Now, I’ve asked a ton of questions, and you’ve both answered them brilliantly. But I’m sure the audience has questions too. Let’s open it up for a Q&A. Feel free to ask anything—no question is too small or too difficult.
Audience Q&A - Diversifying Income Streams as an Independent Artist (19:16 - 25:45)
Audience Member 1:
Hi, Giel, loving your authenticity. You mentioned earlier that you’ve been fortunate to make a living from music, which is something many musicians dream of but find challenging. What does that look like for you today? And what advice would you give to someone starting out now, looking to make music their full-time career?
Giel:
Thank you! To be honest, making a living from music still looks a lot like it used to—gigging, teaching, and working on multiple streams of income. I do live shows, I write for myself and for other artists, and I also write for sync in commercials, film, and TV. I teach, and I receive royalties from previous projects. The key is diversifying your income. You can’t rely on just one source of revenue in today’s music industry.
For someone starting out now, I would say focus on social media and building your presence there. It’s a game-changer. Engage with your audience, create consistently, and leverage platforms like YouTube and Instagram. Also, email marketing is still deeply underrated—it’s a direct line to your fans and helps you stay connected with them for years. Multiple income streams are essential, and you should always be thinking of ways to diversify, whether through teaching, sync licensing, live shows, or digital sales.
Audience Member 2:
Thank you, Giel! I have a follow-up question: If you were 22 today and just starting, what would be your first step in trying to make money from music?
Giel:
Great question. If I were 22 today, I’d start by focusing heavily on building my presence on social media platforms. I would probably start by putting out content regularly—like live performances, song snippets, or behind-the-scenes clips—to build an audience. Social media is such a powerful tool to connect directly with fans and potential collaborators. I’d also explore different platforms like TikTok and YouTube to reach new audiences.
From there, I’d look into monetizing those platforms, whether through ad revenue, sponsorships, or even direct fan support, like Patreon. Another key area would be email marketing—building a solid list of engaged fans who are ready to support your projects. And of course, I’d gig wherever I could, both online and offline. The combination of digital and live engagement is critical.
David:
That’s fantastic advice. It’s really about blending the new digital opportunities with more traditional ways of connecting with your audience. Now, we have another question from the audience.
Audience Q&A - The Role of Major Labels Today (25:46 - 37:00)
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Audience Member 3:
Hi, Thiago. I’m an independent artist, and I’m curious—given how accessible music production has become with platforms like Musiversal and the ease of distributing music online—what is the role of a major label today? And how do I know when it makes sense for me to sign with a label versus continuing independently?
Thiago:
Great question. The role of a major label has evolved, but it’s still significant, depending on what you want for your career. While it’s true that platforms like Musiversal make it easier than ever to produce music and distribute it yourself, major labels bring resources that go beyond just production. We offer a well-established network for marketing, promotion, and distribution that’s hard to replicate on your own. For example, we have deep connections with radio stations, streaming platforms, and media outlets, which can help you reach a much larger audience more quickly.
However, that doesn’t mean every artist should aim to sign with a label. For many independent artists, staying independent allows them to maintain control over their creative process and their music. If you’re doing well on your own and are building a strong, engaged fan base, you may not need a label right away. But if you feel like you’ve hit a ceiling and need help scaling your career—whether through access to bigger stages, more extensive marketing campaigns, or international reach—then signing with a label might make sense. Ultimately, it depends on your goals and whether a label can help you achieve them faster and more efficiently than you could on your own.
David:
That's a great breakdown. It’s all about knowing what your goals are and deciding whether a label’s resources align with what you need. We have time for one more question.
Audience Member 4:
Hi, Giel. You talked earlier about personal branding and authenticity. My question is: How do you handle the pressure to change your sound or style to fit current trends, especially as an independent artist?
Giel:
That’s such a great question because, honestly, it’s something I think about a lot. There’s always pressure to fit into what’s popular at the moment, especially when you see other artists succeeding by following trends. But what I’ve learned is that the most important thing is to stay true to who you are. Trends come and go, but authenticity lasts. When you’re authentic, you connect with your audience on a deeper level.
Now, that doesn’t mean you can’t evolve or experiment with new sounds—every artist grows over time. But it’s about doing it in a way that feels right for you, not just because it’s what everyone else is doing. For example, I might explore different genres or styles that interest me, but I always bring it back to what resonates with me personally and reflects my journey. If you stay true to your voice, your audience will appreciate that and stick with you because they’re connecting with the real you.
Closing Remarks and Final Thoughts (37:01 - End)
David:
Fantastic advice, Giel. Staying true to yourself while evolving as an artist is a balance, but it’s so important. I think that’s a perfect note to end on. Thank you, Giel and Thiago, for sharing your insights with us today, and thank you to the audience for your thoughtful questions.
We have a lot of exciting things still to come tonight—two amazing concerts, a DJ set, and plenty of opportunities to connect and hang out. But before we go, let’s give a huge round of applause to Giel and Thiago for their incredible contributions today.
We hope you enjoyed the Musiversal Music Summit 2024 panel on building an audience as an independent artist. Giel and Thiago shared valuable insights on personal branding, consistency, and finding success in today's ever-changing music industry. At Musiversal, our mission is to create a sustainable and affordable way to record, collaborate, and revolutionize music creation remotely. We aim to empower artists at every stage of their journey by offering unlimited remote sessions with world-class musicians, along with the tools, resources, and connections they need to create, grow, and succeed. Hosting industry experts like Giel and Thiago was an honor because they embody the spirit of what we stand for—authenticity, creativity, and the drive to build a sustainable career in music.
In addition to this insightful panel discussion, the 2024 Musiversal Music Summit featured presentations on how we're revolutionizing music creation. For more resources, visit the Musiversal Blog, where you can explore expert articles on music theory, production techniques, gear reviews, and actionable marketing strategies to help you thrive and promote your music as an independent artist.
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