Indie Artists Who Went Viral Without a Label in 2025

You don’t need a label deal to blow up anymore; you just need a song that hits at the right time, the right way, and the right platform. 2025 is proving once again that independent artists are driving the culture while majors scramble to catch up. These are the DIY acts that went viral without corporate backing this year and reminded everyone that authenticity still sells.

Chappell Roan (Yes, Still Technically Indie)

She’s signed to Amusement Records, a boutique imprint, but make no mistake: Chappell Roan built her cult following outside the machine. Her unapologetically camp visuals, queer-themed pop anthems, and live performances are pure internet fire. Viral moments like “HOT TO GO!” chant challenges are still spreading across TikTok in 2025, proving that major labels don’t own virality anymore.

D4vd

Straight out of his sister’s closet with a cracked iPhone and GarageBand, D4vd has kept his career independent even after blowing up with “Romantic Homicide.” This year he doubled down with more DIY hits, and TikTok ate them alive. His story proves you don’t need Pro Tools or a million-dollar studio when your songwriting is bulletproof.

Laufey

The Icelandic-Chinese jazz-pop singer is rewriting what indie virality looks like. She’s classically trained, fully independent, and somehow turned Gen Z into Billie Holiday stans. 2025 saw her TikTok covers and dreamy live performances continue to trend globally, with streams hitting the hundreds of millions, all without a label micromanaging the vibe.

House of Protection

LA’s newest alt-electro-rock duo went from sweaty DIY club gigs to viral clips on YouTube Shorts and TikTok in months. Their single “It’s Supposed to Hurt” broke through thanks to raw live energy and a zero-budget rollout that felt more authentic than any major-label campaign.

Ken Carson & the Post-Opium Wave

Even after bouncing around industry deals, Ken Carson’s post-Opium releases in 2025 found viral traction outside traditional label systems. By leaning into SoundCloud culture and indie distribution, he kept full creative control and still racked up millions of plays.

Why This Matters

The old narrative, that you need a label’s money to be heard, is dead. In 2025, all you really need is a cracked mic, a platform, and a song that makes people stop scrolling. Labels are still playing catch-up, while independent artists are proving you can build an empire off relatability, community, and raw talent. At the end of the day, virality isn’t something you can buy; it’s something you spark. These artists didn’t wait for a label advance or some A&R’s stamp of approval. They trusted their instincts, built communities online, and turned raw creativity into momentum the industry couldn’t ignore. If 2025 proves anything, it’s that independence isn’t a limitation; it’s the flex.