In the digital age, streaming services have revolutionized the way we consume music, democratizing access for independent artists and listeners alike. Being able to support your favorite artist is no longer dependent on geographic location or price. However, streaming services are known for complex royalty models, which result in low payouts to artists per stream. Spotify is especially notorious for underpaying artists, with an average of just $0.003 per stream in 2025.
Streaming is just a small part of the picture when it comes to revenue and exposure for artists, but there are also more effective and more profitable ways to support your favorite artists. Here is a guide for fans who want to go the extra mile in supporting independent artists directly.
Founded in 2008 as an alternative to MySpace, Bandcamp is one of the premier music platforms for independent artists to directly sell their music and engage with fans. Not only does Bandcamp give artists more control over their music sales, but it also offers lower fees and larger payouts, with 85-90% of the revenue going back into the hands of the artists. These fees are waived on Bandcamp Fridays, the first Friday of every month where all sales go directly to the artist. As a fan, you know that your money is going straight to the artist rather than a corporation, and you get to actually own the music.
- BUY MERCH
Merchandise sales are often the primary funding source for touring costs, studio time, marketing and many of the other costs that go towards making the music you love. One T-shirt priced at $30 is equal to 10,000 Spotify streams. The best places to buy merch are at their shows, directly from the artist’s website or their Bandcamp. Buying and wearing merchandise also contributes to word of mouth and exposure for your favorite band.
- BUY PHYSICAL MEDIA
Similar to merchandise, an artist’s CD or vinyl is usually worth thousands of streams. Symbolically, owning an artist’s physical media gives the listener a sense of permanence. Music and albums can be altered on streaming services, notably with artists changing the covers or removing songs from their albums years after the release. Physical media comes with an appreciation for the vision that goes into creating an album; listening to the tracklist in its intended order and experiencing all the artwork created for the release. You can buy CDs or vinyl on Bandcamp or at your local music store, but it’s best to purchase directly from the artist at a show to ensure the artist will see as much of the revenue as possible.
- GET TO THE GIG
Generally, touring isn’t profitable for smaller, independent artists. Between transportation and lodging costs, time off work, and venue fees, touring expenses add up. Nevertheless, musicians and bands tour to connect with old fans and reach new ones by spreading their music to new areas of the world. Your presence at the gig not only supports the artist financially but also actively shows them that people care about their music. Plus, if the show goes well, they’ll want to come back to your city.
- NO GATEKEEPING
Getting the word out can be difficult for smaller, independent artists, who often have lower marketing budgets and less industry support. Word of mouth is a powerful and free marketing tool at your fingertips. Spreading the word about your favorite smaller band’s music to your friends or sharing it with your followers can make a huge difference in growing an artist’s audience.
- ENGAGE ON SOCIAL MEDIA
Social media and content creation give independent artists the potential to reach more people than ever before. There have been countless artists who have broken through on social media sites. In the 2000s, Justin Bieber was discovered through YouTube. In the 2020s, artists are discovered through TikTok virality, including big names like Doja Cat and PinkPantheress. Engaging with independent artists on social media boosts them in the algorithm of others, allowing them to become more discoverable and grow their audience. An artist’s follower count is also an essential indicator of popularity that venues check when booking. It may seem small, but liking, commenting and sharing posts can go a long way.
- VOLUNTEERING
There’s no shortage of ways you can help out your favorite artist whether it’s hanging up posters, helping them sell merch or even offering a couch to sleep on. It’s never a bad idea to simply ask an artist you believe in how you can pitch in. Plus, you might get to hang out with your favorite band.
Street teams are an effective grassroots marketing tactic used by groups of dedicated fans who volunteer their time to promote their favorite artists. By connecting with other potential fans, whether online through creating update accounts or in person through distributing flyers, street teams can make a huge impact. Your efforts could even transcend volunteering and result in actual jobs for the band.
- PRE-SAVING
Streaming remains vital in our current musical landscape and the importance of pre-saves cannot be overstated. The number of pre-saves on a song is an integral metric that shows the artist information about their fans and their interest in hearing new music. Pre-saves also generate algorithmic support from streaming services, driving music discovery through features on editorial playlists. Simply clicking the pre-save button on an upcoming release is a quick and easy way to support your favorite artist while staying in the know about new music.
