How to Build a Sustainable Music Career: 14 Points to Consider

Committing to a music career requires time, dedication, and a clear sense of direction. Those aiming to build a sustainable career need to develop the right skills, make strategic choices, and stay adaptable in order to navigate the industry’s challenges with confidence. Strong relationships, consistency, and a solid understanding of the business side all play a key role in long-term success. Most importantly, growth as an artist comes from staying true to yourself, embracing the process, and finding fulfillment in the journey that will ideally allow you to leave a legacy. Let’s look into 14 points to consider when building a music career!

Clarifying your vision is the very first step in building a sustainable music career, as it shapes all relevant decisions and actions that follow. Take a moment to reflect on why you want to go down this path and what long-term success looks like to you. In other words, why do you make music, and in what ways do you hope it will bring you emotional, spiritual, or financial fulfillment?

Next, define your broader goals by focusing on the "why" before the "how." Some common objectives might include creative expression, being part of a wider community, reaching an audience with a specific message, making a political impact through your art, or turning music into a full-time career so you don’t have to rely on a day job.

Finally, while financial stability is absolutely important, it might also help to consider what a sustainable career means to you personally, beyond just money. This approach will keep you motivated during tough times and committed to your craft, even if music ultimately turns out to be more of a hobby than a career.

Once you’ve clarified your vision and broader goals, it’s time to explore your sonic direction. While common advice often relies on the importance of developing a "unique" sound, this can create unnecessary pressure (at any stage of your career). Instead, we suggest you focus on what sound you gravitate towards the most when listening to music in diverse settings and what emotions it reflects.

You can start by identifying the tracks or artists that inspire you the most. Think about why these resonate with you—whether it’s their lyrics, their sound selection, or how they present themselves to the public. These clues can help you determine what you’re going for sonically and ambiance-wise.

Here are some examples: Is the music you gravitate towards and see yourself making gritty and raw, melodic and smooth, or somewhere in between? Does it lean toward sadness, or is it fun and optimistic? Do you want to make people relax, think, or dance? Are you a storyteller or someone who creates atmosphere?

That said, if you’re someone who appreciates different styles and energies, you can absolutely leverage that! Don’t feel pressured to pick just one sound or style. Allow yourself to genre-blend, experiment, and merge seemingly opposing energies. This flexibility can ultimately lead to a sound that feels more personal and engaging.

To set yourself up for success, find out which skills you need to develop (or improve) and regularly dedicate time to theory and practice. The more confident you are in your skills, the easier it will be for you to tackle the fundamentals of each track, giving you more time and energy to focus on the creative, experimentative side of things. This point is not really a step but rather an ongoing aspect of a successful, sustainable music career. Nevertheless, it is especially important at the early stages of your journey, so make sure you dedicate enough time to it!

Depending on what stage of your career you’re at, you might want to look into investing in tools and equipment that will allow you to pursue the goals you’ve decided to commit to. This is also why the previous steps are so important, as they will guide you towards making the right purchasing decisions. For example, if you’re aiming to focus on digital music production, your setup will look different from someone who wants to be a producer, vocalist, and incorporate their analog guitar into their music.

If you’re further along in your career, it might be time to upgrade—maybe a better camera for content, advanced production software, or mixing and mastering tools to improve the quality of your music.

Beyond music gear, think about the tools that will help you manage the business side of things. The goal is to have a setup that not only allows you to create high-quality music but also promotes it efficiently. A website, email marketing platforms, and social media scheduling tools can help you stay consistent and professional.

That said, if you’re just starting out, you absolutely don’t need to (and shouldn’t) invest a massive amount of money into tools and equipment, even more so if you still lack the skills to use them correctly. To find out why, read our article about when to invest in better equipment as a beginner.

An artist brand is the combination of how you present yourself, your music, and your values to the world. It’s not just about your sound—it’s what you do to be perceived a certain way by others, from your music and message to the visuals and energy you bring to your fans.

Developing an artist brand begins with thinking about how you want to be experienced as an artist and beyond. Some common questions include: What’s your aesthetic? What mood and energy do you want to create? What do you want people to experience when they listen to you or see your visuals?

Think about what sets you apart from other artists—whether it’s your looks, your biography, or the energy you bring to your shows. At the same time, consider what you have in common with other musicians. Finding that balance can help you connect with a wider audience and better understand who could potentially gravitate towards you.

Finally, think about your story—what has your journey been like so far? How can you communicate it in a way that resonates with your listeners? Your “why” as an artist is what will draw people in and make them connect with you and your music on a deeper level.

We’ve previously written an extensive guide on how to build your artist brand that will accompany you step by step.

Your music lies at the heart of your career, and releasing it consistently is crucial to keeping current and new fans engaged and excited. Whether it’s singles, EPs, or full albums, make sure you’re putting your music out on a regular schedule. Consistency keeps you relevant and shows your commitment to your craft.

Along with music releases, you can also incorporate other types of content to connect with your audience. Share backstage footage, live sessions, memes, personal stories, or even insights into your songwriting process. But remember, the priority is your music, which you should always keep at the forefront (unless you decide to branch out into other creative fields on the side).

To maintain a consistent presence, you can develop a content calendar that aligns with your release schedule. Mix up the types of content you share: teasers, music videos, live performances, or even Q&A sessions to keep things engaging. Finally, don't forget to communicate with your fans. Respond to comments, answer DMs (if you feel comfortable doing so), and use polls to interact. Building a community around your music will help you create a lasting, sustainable career.

Choosing the right music distribution service is a crucial step in getting your music on all relevant streaming platforms. Take your time to research and choose the platform that best fits your needs, whether that’s for ease of use, pricing, or additional services. Ideally, the distributor you work with is one you commit to long-term and one that serves as a 360° music business partner beyond just sharing music.

For instance, at iMusician, we provide all the relevant tools you need—from music distribution and promotion to analytics and mastering. This way, you can manage all your operations in one convenient place while getting your music on over 200 platforms and shops worldwide.

Once your music is distributed, don’t forget to optimize your artist profiles on those platforms using tools like Spotify for Artists. Keep your bio up-to-date and aligned with your brand, and connect your social media links so listeners can easily find more of your content.

Building a loyal fanbase is about creating meaningful connections with your core listeners. Engage with your fans personally: reply to messages, listen to their feedback, and involve them in your creative process. When fans feel like they’re part of your journey, they become more emotionally invested in your work.

To make your fans feel included, you can create a space where they can connect with you and with each other. Offer exclusive experiences that make them feel special. Give them early access to new music, behind-the-scenes looks into your songwriting or production process, or even special sessions where they can ask about your music and creative journey or make suggestions.

This approach strengthens their connection to both you and your sound. When they feel like insiders, they’re more likely to remain lifelong supporters of your music.

To expand your reach, solidify your network, and bring fresh ideas and perspectives into your craft, start working with artists who have a similar sound, vibe, or audience. Collaborating with others can lead to new opportunities and connections, which can help both of you become more visible and relevant in the industry.

To find people to work with, you can attend music events, workshops, or online communities. This way, you can meet producers, managers, or other musicians. Don’t just focus on the established names. Smaller, up-and-coming artists or local venues can be just as valuable in building long-term, sustainable relationships.

Finally, try to see other artists as collaborators instead of competitors. Even if they’re technically your ‘competition,’ your experience and relations in the industry will be much better if you approach others with the mindset of community and friendship rather than rivalry. At the end of the day, we’re all just trying to have fun and build something meaningful rather than compete with each other.

If your goal is to build a sustainable music career, you need to stay consistent with both your musical and promotional efforts. Success in this industry doesn’t happen overnight—it requires persistence and the ability to push forward despite obstacles or rejections. The key to making it through the tough times and keep making progress, no matter how small.

So, how do you approach this consistency? Start with setting realistic, long-term goals for the next 6 months to a year. Then break it down into mid-term goals (for example, over a quarter), and short-term (bi)weekly goals to make progress feel more tangible and less overwhelming.

A great way to structure your goals is by using the SMART model:

• Specific: Your goals should be specific and clearly defined, so you know what exactly you want to achieve.

• Measurable: You should be able to measure them in a way that allows you to track your progress.

• Achievable: Set goals that are realistic based on your current resources and time.

• Relevant: Make sure your goals align with your broader vision.

• Time-bound: Set a deadline to create a sense of urgency.

For example, if your goal is releasing a new EP, a SMART goal could be: “Produce, mix, and master three new tracks within the next two months, prepare them for distribution, and release them as an EP in three months.”

Finally, consistency doesn't mean you should never take a break. Rest is crucial for your mental and creative health. Just make sure to take breaks strategically so you don’t burn out but also stay on track with your overall progress. Learn to manage your time effectively by balancing creativity with business tasks, creating time blocks for different activities, and knowing when to take breaks to avoid burnout.

Start generating income from your music through digital platforms like Spotify, Apple Music, and Bandcamp by earning from streams and downloads. Beyond that, explore additional revenue sources such as merchandise sales, (live-streamed) concerts, music-related side projects, or Patreon, where you can offer exclusive content and experiences to your most dedicated fans.

Consider joining performance rights organizations (PROs) to collect royalties when your music is played in public, and look into sync licensing by submitting your music to platforms like Songtradr or directly to TV shows, movies, and ads for passive income. Crowdfunding platforms like Kickstarter can help fund projects, while brand partnerships and sponsorships can bring in extra income if you have an engaged fanbase/follower base.

Another possible financial avenue is sharing your expertise through online teaching or workshops, whether it's through private lessons or platforms like Skillshare. By diversifying your income streams without relying too much on one source, you can set yourself up for a sustainable and financially stable music career.

Finally, we suggest you keep your finances organized by tracking your earnings, saving for taxes, and setting up a separate business account.

To build a sustainable music career, you should learn how to navigate the business side of the music industry. Start by wrapping your mind around all relevant music business terms, institutions, organizations, and entities to better understand the broader landscape of the industry.

Additionally, look into all relevant contracts and the potential pitfalls they come with, including management and publishing deals. By knowing what terms and conditions could be problematic in the future, you can protect yourself from accidentally getting trapped in contracts that do not actually benefit you.

If you feel like working with a team could help push your career forward, consider joining a collective or signing with a label that aligns with your values and sound. If you choose to join a label, look for one that provides the type of support you are looking for, such as help with marketing, distribution, live performances, or business opportunities. Make sure you understand what they bring to the table and that the contract you sign allows you to stay in control of your music and career choices.

Alternatively, if you value creative independence, starting your own label or collective might be the right path. While this approach comes with a lot of responsibility, it also gives you full control over your music, brand, and revenue. Start small, maybe with one or two projects, and gradually build it up into a sustainable business.

Once you’ve reached the key milestones in your career and achieved the goals you’ve set, it’s time to think about how you want to be remembered in the music world. In a fast-paced industry, it's easy to be forgotten and replaced, so it makes sense to establish yourself beyond your music. For this reason, it’s not just about the music you create, but the impact you make on the industry, the broader music community, your peers, and your fans.

So, how can you do this? The answer is by giving back—supporting up-and-coming artists, sharing your knowledge, using your platform to advocate for causes that align with your values, and creating avenues within the industry to improve it for future generations. You could mentor younger musicians or create programs that help foster talent and creativity. This way, you can leave a positive impact and create a lasting influence that transcends your music.

The music industry is always changing, so staying open to growth is essential. Keep an eye on new trends and tools, but only adopt what aligns with your goals. Regularly reflect on your journey to ensure you're staying true to your vision and adjusting your strategy when necessary.

A sustainable career isn’t about perfection—it’s about enjoying the process, celebrating milestones, and learning from both the highs and lows. Mistakes will happen, and setbacks are a part of everyone’s journey, even for successful artists, so stay humble, keep evolving, and embrace failure as a chance to grow. Don't get too caught up in comparing yourself to others, as each artist’s path is unique. Stay curious, explore new creative possibilities, and remember that success isn’t just the destination—it’s about how you evolve as both an artist and a person.

As an independent artist, it can be challenging to juggle multiple tasks and release music consistently while maintaining a solid promotional strategy, networking the right way, and making the right decisions across different areas of responsibility. Handling everything at once can not only feel overwhelming but also lead to stagnation if you’re not fully aware of potential pitfalls or issues in your approach.

To gain clarity and a better understanding of the whys and hows of the music biz, it can help to speak to a professional. An experienced music business mentor can answer your most important questions and provide you with information you may not know is essential to build a sustainable music career.

Looking for help? Check out the sessions our coaches have to offer and book a session to receive professional music business mentorship!