Making a Scene Presents - Spotify is the Billboard, Not the Building

If you’re an indie artist in 2026, you don’t have a “marketing problem.” You have an ownership problem.

Most indie release plans still follow the same tired loop: post the Spotify link everywhere, chase saves, chase playlists, watch a bump happen, then start over next month. It feels like progress because the numbers move. But it’s not leverage, because you still can’t reach the people who listened unless Spotify decides you can.

Spotify isn’t evil. It’s just not your business partner.

http://www.makingascene.org