After 18 years in the music industry, between major labels and streaming platforms, I’ve seen hundreds of projects launch. Some with big budgets, others with almost nothing. And what makes the difference is rarely what people expect.
So if I were starting from scratch tomorrow and launching my own music project, here’s exactly what I would do, in order. Not what I’d want to do. What I’d actually do.
Before releasing a single track, I would start with what I call the brutal test : can I describe my project in one sentence? Not a paragraph, not a list of influences. One sentence. If I can’t do it, no one else will be able to either.
That’s the foundational work. Knowing what I stand for, who I’m making music for, and what makes me genuinely different in an overcrowded landscape.
Once that artistic DNA is clear, I’d build a brandbook : a reference document that formalises my universe, colour codes, typography, tone of voice, visuals. Everything else flows from there : press photos, artwork, bio, platform profiles.
Identity is not an aesthetic detail. It’s the foundation everything else is built on. If it’s unclear, everything that comes after will be too.
Before choosing a social platform or content format, I’d ask one simple question : who is the listener I’m trying to reach? Where are they? How do they discover music?
Are they on TikTok at 10pm scrolling 30-second videos? Do they discover through Spotify editorial playlists? YouTube? Word of mouth?
From that picture, I’d choose one or two channels where I feel comfortable, and think about what format and experience I can offer authentically and consistently. Not what the algorithm wants. What I can actually sustain over time.
The choice of aggregator matters more than most artists realise. I’d take the time to compare options based on my actual needs : data access, pre-save tools, marketing features, payment terms. It’s not a decision to rush.
Once chosen, I’d update every single artist profile on every platform. Spotify for Artists, Apple Music for Artists, Amazon Music, Deezer. Photo, bio, links, Spotify Canvas, track credits. Everything. An incomplete or outdated profile sends a negative signal, to the algorithm and to the listener.
The goal : have access to all available data from the very first release, so I can analyse and adjust immediately.
From the start, I wouldn’t work alone. I’d look to partner with other artists who share my universe : not necessarily my exact genre, but my sensibility, my values, my potential audience.
Collaborations are one of the most effective levers for reaching a qualified new audience. A listener who already follows an artist close to my world is far more likely to engage with my music than a stranger reached through a paid campaign.
And beyond the numbers, creating with other artists feeds the project. That’s often where the most interesting things happen.
Before releasing anything, I’d have a plan. How many tracks over 6 months? What frequency? What content around each release? What marketing strategy?
And most importantly, I would not spend a single euro on marketing before knowing which content generates organic engagement. It’s a mistake I see constantly : amplifying without a clear signal of what’s actually working. You burn budget for nothing.
The rule I apply : test first, observe, understand. Then amplify what works. Never the other way around.
Spotify doesn’t belong to you. Neither does Instagram. The followers you build on those platforms are not yours. If the algorithm changes, if your account gets suspended, if the platform shifts : you can lose everything overnight.
That’s why, from the very beginning, I’d set up direct acquisition tools : Bandcamp to sell and build a direct relationship with my most engaged listeners, Laylo for pre-saves and direct announcements, Membrz.club to build a community with exclusive access or Substrack for newsletter.
Building a real contact list is not something you do once you have an audience. It’s something you start small, from day one, and that grows in value over time.
Each of these steps comes from the same principle : build something solid before trying to scale. Identity, audience understanding, technical foundations, release planning, direct fan relationships. It’s not glamorous. But it’s what separates a project that lasts from one that burns out after two singles.
And if you want to build that foundation methodically, let’s connect and work together.
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