International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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Volume 7 Issue 6
November-December 2025

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Branding the Beat: Exploring Strategic Branding and the Rise of the Creator Economy in the Independent Music Ecosystem

Author(s) Krishna Mittal
Country India
Abstract The digital age has redefined the music industry, empowering independent artists to bypass traditional gatekeepers and build sustainable careers through strategic branding and the creator economy. This paper explores how personal branding, storytelling, collaborations, and platform optimization enable independent musicians to thrive in a highly saturated digital environment. Drawing on secondary research, it examines how platforms such as Spotify, YouTube, and TikTok, alongside emerging technologies like blockchain and AI, are reshaping monetization, fan engagement, and creative autonomy. Case studies of Indian artists Anuv Jain and The Local Train illustrate how authenticity, direct-to-fan strategies, and diversified revenue models can transform independent acts into cultural icons. While the creator economy democratizes access and fosters innovation, it simultaneously introduces challenges, including oversaturation, algorithmic bias, platform dependence, and economic precarity. The findings underscore that independent artists must balance authenticity with strategic branding and technological adaptability to build long-term, resilient careers in the evolving music ecosystem.
Keywords independent music, strategic branding, creator economy, personal branding, digital platforms, music industry, fan engagement, monetization
Field Arts > Movies / Music / TV
Published In Volume 7, Issue 6, November-December 2025
Published On 2025-11-25
DOI https://doi.org/10.36948/ijfmr.2025.v07i06.56802
Short DOI https://doi.org/hbcnv7
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E-ISSN 2582-2160
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