Making a Scene Presents - The Weekend Build: How to Set Up an Owned-Fan Machine in 48 Hours

If you want Spotify to be the top of your funnel instead of the end of your funnel, you don’t start by chasing more streams. You start by building a place for listeners to land, a reason for them to stay, and a system that remembers them when they do.

This is the part the industry skips past because it’s not sexy. Infrastructure rarely is. But infrastructure is what turns a “pretty good” release into a career that compounds. It’s also what makes the Making a Scene philosophy real in practice: indie artists build a music industry middle class by owning the relationship, owning the data, and turning attention into direct revenue—over and over again.

http://www.makingascene.org