South Florida is home to some of the biggest music events in the world. Ultra Music Festival, which will start March 28, invites well-known electronic music headliners, while other events like fall’s III Points Music Festival highlight up-and-coming artists. However, local indie artists face an uphill battle for more recognition within the music industry as they compete with bigger artists to grow their fan base.
Indie artist, Ian Renaud, got his start through small performances with The Floridians Band. Renaud eventually booked bigger venues, such as The Ground in Downtown Miami and at the III Points Music Festival in Wynwood. These venues give indie artists a chance to showcase their talent to a larger audience and expand their music styles.
“It is a grind to pay your dues and play at the smaller venues to slowly climb the ladder,” said Renaud. “We started playing at smaller breweries and covering other people’s songs. Then we were like, ‘We need to write some originals and really go out there.’”
The biggest challenge local indie artists face is finding successful tactics to promote themselves. Their main goal is to attract music producers who will help them reach national recognition and garner new listeners.
“You really got to work that social game really well in order to make it somewhat far in the industry,” said Renaud. “I get a thrill from meeting people, shaking hands, and networking events. I think that’s what it’s all about, it’s really just building your own community within a community.”
DDX is an indie DJ who has performed in several clubs in Miami Beach for about two years.
He has experimented with techno while competing against the popular Latin American music played in Miami. DJ DDX says he has faced several rejects because his music does not meet the criteria certain venues are looking for.
“It’s either they’re playing reggaeton or you’re playing techno house or a mix of both,” said DJ DDX. “There’s a lack of diversity that kind of makes you wonder. It’s either you stay true to yourself or you sell out or just experiment with another genre.”
When producers reject smaller artists, they are forced to become more independent. In the process, they learn how to use equipment, figure out what platforms work best and mix their projects together. Freak Punk Music, an indie musician who mixes all of his projects, is a student at Florida International University and works a full time job. Most days, he is able to carry the responsibilities but occasionally takes a pause from music.
“I will become delusional of thinking that I’m listening to something that I would like. But once I take a break and come back to it, then I can actually hear what I’m actually making,” said Freak Punk Music.
Luis Perez, the lead singer of Stellus, does his own research to find his target audience and promote his content. Perez’s audience consists of young adults who listen to rock and punk, which he says gives off a message of boldly expressing one’s individuality.
“I dont think I’m necessarily trying to come up with ways to stand out,” said Perez. “I’m trying to stay more true to myself and what I like and hopefully our fans will like it as well and they can resonate with that.”
The Florida Songwriters Association, a non-profit dedicated to educating artists, helps boost confidence in getting music out to the public. It hosts events that offer opportunities for local musicians to connect with different event organizers and music managers, and establish a relationship with their peers. They also offer a Discord community group chat for artists to connect, collaborate and receive feedback from industry experts.
“Our 501c3 charity is dedicated to providing education, resources, and unwavering support to nurture the talents and dreams of these aspiring artists,” said the Florida Songwriter Association.
Max Harrison, lead singer of Indie band The Wax Worms, finds social media as his main source in promoting music and receiving feedback. Harrison says he overthinks how his audience would react to his punk music and tries to find creative ways to promote the band’s projects.
“If it’s your first project just drop it because you’re not going to learn from your mistakes until you make them,” said Harrison.“ “So just do it so that you can learn from it.”
The key to success is searching for different types of resources you can use in your area to enhance your music career. Networking with other music creators, whether it is online or connecting at local events, is also key to making it in the music industry. Most importantly, embracing your own authentic style can benefit in gaining a fanbase and adding more diversity in the community.
