independent musicians must shift their focus from accumulating social media followers to cultivating a direct ownership economy. The author contends that high visibility on digital platforms is often a vanity metric that fails to translate into financial stability because artists do not own their fan data. To achieve true sustainability, creators should treat social media as a preliminary funnel designed to move audiences toward owned channels like email lists, SMS, and personal websites. By prioritizing direct-to-fan relationships over algorithmic reach, artists can transform passive listeners into a reliable customer base. Ultimately, the source advocates for a structural business shift where participation and participation-tracking tools, such as fan passports, replace the pursuit of viral fame.

http://www.makingascene.org