Usapang Musiko with Ervin Besana

You just finished your song. Now what?

For many independent artists, making the music is the easy part. The real challenge starts after the recording is finished: preparing the release, choosing a distributor, building anticipation, promoting the song, launching it, and most importantly keeping it alive after release.

In this episode of Usapang Musiko with Ervin Besana, we break down the Indie Artist Starter Pack: How to Release a Song From Start to Finish.

Ervin Besana walks through a practical 30-day release framework for independent artists, covering:

• What you need to prepare before announcing your song

• Song credits, ownership, splits, artwork, bio, and visual assets

• Choosing a music distributor such as DistroKid, TuneCore, Ditto, or CD Baby

• Why distribution doesn't automatically create demand for your music

• How to introduce a song before its release without constantly asking people to stream it

• Building mystery, visibility, and anticipation

• A practical 15-day pre-release content strategy

• Single launches, countdowns, teasers, listening parties, and release-day promotion

• What to do after your song is released

• Why independent artists shouldn't abandon a song after release

• How to keep creating content around a song without becoming a full-time content creator

• Why you should already be working on your next single while your current release is still alive

This isn't the ultimate formula for releasing music. It's a starter framework you can adapt to your own artist project, budget, audience, and strategy.

If you're an indie artist asking, "Paano ba namin ire-release yung kanta namin?" start here.

Download the Indie Artist Starter Pack guide on Substack and build your own release process.

We've reached 50 episodes of Usapang Musiko, and it's been quite a ride.

For this milestone, I'm looking back at the conversations, music reviews, and industry discussions that shaped the show. We started with frustrations about the music industry, but along the way, the conversations grew to cover indie gigs, music criticism, AI, record deals, artist development, and the realities of building a career in music.

I'm also sharing what's changing. Usapang Musiko will continue, but with a shift toward audio episodes, fewer production demands, and a more flexible schedule.

The goal remains the same: to build a body of work that helps musicians navigate the industry, ask better questions, and make more informed decisions.

Thank you to everyone who has been part of these 50 episodes. This isn't goodbye. It's a different way forward.

Going viral isn't the same thing as building a music career.

In this episode, Ervin Besana sits down with Monty Macalino of Mayonnaise for a candid conversation about touring, consistency, social media comparison, audience building, and what it really takes to survive as a working musician.

From performing across the Philippines to touring the UK, Norway, and Taiwan, Monty shares what touring actually looks like behind the highlights and why a smaller audience that genuinely knows your songs can sometimes mean more than a packed room of people who don't.

They also talk about the pressure musicians face when social media constantly shows them someone else's success.

The uncomfortable truth?

You're often comparing your Level 2 to someone else's Level 10.

This is a conversation about playing the long game, continuing to write and release music, taking risks, learning from the numbers, and understanding that consistency, not virality, is what builds a career.

If you're an independent musician, aspiring artist, or simply someone trying to understand what happens behind the scenes of a working OPM career, this one's for you.

Topics: OPM, Filipino musicians, music career, touring, independent artists, Mayonnaise, Monty Macalino, Ervin Besana, music industry, social media, consistency, audience building.

Are you ready for a record deal?

Or do you just think getting signed is the goal?

In this solo episode, Ervin Besana kicks off a new Practicality series focused on real-world career advice for musicians and independent artists.

Ervin starts with a question he regularly gets from artists:

“Paano ako makaka-connect sa isang label?”

His response:

“For what purpose?”

A record deal isn't a magic solution. Before approaching a label, artists need to understand what they actually need, what they already have, what they can do independently, and what they're willing to give up in exchange for a deal.

Ervin breaks down a practical five-question framework covering:

• What do you actually want from a label?
• What do you already have?
• What can you already do without a label?
• What are you willing to give up?
• Have you tried solving the problem yourself?

He also walks through the numbers and assets artists should inventory before approaching a label—from releases and monthly listeners to social followers, shows, live footage, masters, and fan engagement.

The goal isn't to avoid record deals.

The goal is to know when you actually need one.

A downloadable PDF framework based on this episode is available here: Substack

Usapang Musiko with Ervin Besana

Are record labels still worth it? And how much control are you willing to give up to get ahead?

Ervin Besana and Monty Macalino go deep into the realities of record deals, 360 contracts, distribution, pay-to-play gigs, demos, streaming and artist development.

Monty shares stories from Mayonnaise's early years, including the reality of selling tickets just to get onstage. The conversation then moves into the modern music industry: what labels actually provide, what artists potentially sacrifice, and why distribution may be the better option for artists who want to retain control of their sound and identity.

They also discuss whether artists should still send demos to labels, how viral songs can lead to opportunities, why artists need to understand their audience, and why success still requires doing the work even in the age of streaming and social media.

The question isn't simply: "Should I sign?"

It's:

"What's in it for me, and what am I willing to give up?"

How do you build a record label that artists actually want to call home?

In this episode, Ervin Besana is joined by Monty Macalino of Mayonnaise and Pidiong Del Monte of FT. Pidiong to explore the story behind Yellow Room Music—how it began out of necessity, evolved into a home for independent artists, and continues to champion community over competition.

The conversation dives into artist development, the realities of running an independent label, the role of generosity in leadership, and why success in music is about much more than fame.

If you're building a career in music—or simply love OPM—this episode is packed with honest stories and practical lessons from musicians who've been through it all.

Topics include:

• The birth of Yellow Room Music
• Independent artist development
• The realities of the Philippine music industry
• Leadership and community in OPM
• Long-term success versus overnight fame
• Advice for the next generation of musicians

A thoughtful conversation for anyone passionate about music, creativity, and the people behind the songs.

Sa episode na ito ng Usapang Musiko, nagkuwentuhan kami ni Kuya Monty Macalino tungkol sa mga bagay na bihirang pag-usapan ng mga musikero.

Pinag-usapan namin:

• Kailan dapat tumigil sa pag-aayos ng kanta

• Bakit may mga kantang akala mong magiging hit pero hindi nangyayari

• Burnout sa touring at pagiging full-time musician

• Ang problema sa pagmamadali ng music industry

• Bakit mas mahalaga ang consistency kaysa virality

Walang bias. Walang filter.

#opm #UsapangMusikowithervinbesana #montymacalino #mayonnaise

Sa episode na ‘to ng Usapang Musiko, sinuri namin ang tatlong bagong OPM tracks:

• Robyn M – Overmorrow
• Casterfall – BEDEM
• Fiona – Anong Gagawin Mo Ngayon?

Pinag-usapan namin:

• Bakit hindi guaranteed ang “hit song” sa panahon ngayon
• Paano naging connected ang isang kanta sa Minecraft fandom
• Bakit mahalaga pa rin ang live gigs kahit viral ka online
• Ang importance ng identity sa music
• At bakit nostalgia still works in modern OPM

Walang bias. Walang filter.

#Usapangmusikowithervinbesa #OPM #MontyMacalino #Mayonnaise #RobynM #Casterfall #fiona

Live Performance vs Spotify.

Building REAL Fans.

AI in Music.

Sa bagong episode ng Usapang Musiko, kasama ko si Monty Macalino ng Mayonnaise para pag-usapan ang isa sa pinakamalaking reality check sa music scene ngayon:

• Bakit hindi sapat ang streams

• Paano talaga bumuo ng loyal fans

• Difference ng listeners vs superfans

• Stage presence at live performance

• At paano binabago ng AI ang music industry

Walang bias. Walang filter.

#UsapangMusiko #MontyMacalino #Mayonnaise #OPM #LiveMusic #MusicPodcast #AIMusic #Spotify #PinoyMusic

Sa episode na to ng Usapang Musiko, kasama ang guest na si Eljomiah Cal (former co-host ng ‪Mind The Beats‬) pinag-usapan namin ang isang reality na maraming musicians ang ayaw aminin:

Hindi lahat ng kayang mong tugtugin… dapat mong tugtugin.

Pinag-usapan namin:

• Paano nag-evolve ang playing style from “chops” to musicality
• Bakit mas mahalaga ang space at pocket kaysa speed at complexity
• Ang harsh truth tungkol sa overplaying sa banda
• At reflections mula sa Mind The Beats era. Ano ang tama, at ano ang kulang

Diretso, walang filter, walang pa-impress.

Kung musician ka, lalo na kung feeling mo kailangan mong magpakitang-gilas palagi, para sayo to.