Why You Can’t Call It Independent If You’re Still Chasing Virality
Victoria Pfeifer- 12 hours ago
- 2 min read
Let’s get something straight: being independent doesn't just mean you're not signed. It means you're moving with intention. You're building something. You're choosing your art over trends. You’re defining success on your own terms, not waiting for the algorithm to crown you.
But in 2025, “independent” has become just another buzzword. Another badge. Another aesthetic artists slap on their profiles while spending 90% of their time trying to go viral on TikTok. You can't call yourself independent if your career hinges on the next 12-second trend.
There’s a Difference Between Strategy and Survival
Look, we get it. Visibility matters. Going viral can change lives. A million plays can turn into a fanbase, a sync deal, a tour. But chasing virality as your main strategy? That’s not independence. That’s gambling. And worst of all? It’s not sustainable.
If your art only exists to feed the algorithm, are you even building a career, or just reacting to one?
Indie Isn’t About Going Viral, It’s About Ownership
The real definition of independent isn’t “unsigned.”It’s: who controls the art, the rights, the messaging, and the timeline? It’s:
Writing the songs you want to write
Dropping when you want to drop
Curating your community—not just chasing clout
Knowing your worth beyond numbers
You can be indie and still go viral. But you can’t be indie if virality is the goal.
TikTok Isn’t the Enemy, But It’s Not the Mission
Let’s be clear: we’re not blaming the platform. TikTok has democratized discovery in a way nothing else has. It’s given voice to artists who never would’ve been heard by gatekeepers. It’s a tool, and a powerful one.
But when your whole artistry is reverse-engineered to “hit” on TikTok, something shifts. You start writing content, not songs. You start branding instead of building. And suddenly, you’re not an artist anymore, you’re a product in search of a shelf.
And ironically? That’s the same system most indie artists claim they left behind.
The Aesthetics of Indie Without the Backbone
We’ve seen it: the “indie” branding, the lo-fi single covers, the handwritten captions that all read like, “I made this in my bedroom at 3 am with no expectations 🖤 pls stream.” Meanwhile, there’s a team in the background running ad spend, targeting trends, and optimizing hook length for TikTok loops.
Independence means betting on yourself, not the feed. It means building slowly, honestly, and intentionally—even if no one’s watching (yet). It means knowing your worth, whether you’re getting 1,000 views or 1,000,000.
So if you're serious about being an independent artist, ask yourself: Are you building a legacy, or just praying for a spike? Because chasing virality is easy.But building something that lasts? That’s the real flex.
