In a music industry that often feels about as independent as your mum still doing your laundry at 30, some artists have proper given the middle finger to the major label machine and still ended up absolutely massive. We’re talking chart-topping, award-winning, stadium-filling massive—all while keeping creative control firmly in their own mitts.
Let’s dive into ten musical mavericks who proved you don’t need some bloke in a fancy suit telling you what to do to become a global sensation. These lot did it their own way, built their empires from scratch, and probably sleep better at night knowing they own their masters, unlike certain pop princesses we could mention (looking at you, Taylor, pre-re-recordings era).
1. Chance the Rapper – The Streaming Pioneer
Chancelor Bennett, better known as Chance the Rapper, didn’t just dip his toe into independence—he bloody well cannonballed into it. This Chicago lad made history in 2017 when his mixtape “Coloring Book” became the first streaming-only album to win a Grammy. Not just one Grammy either—three of the blighters!
What’s properly mental is that he did it all without selling a single physical copy. No CDs, no vinyl, no cassettes for the hipsters—just free releases on streaming platforms. Talk about breaking the mould.
“I don’t make songs for free, I make ’em for freedom,” he rapped on “Blessings,” and he wasn’t kidding. By turning down multi-million dollar offers from every major label under the sun, Chance built a career that’s more authentic than a proper Yorkshire pudding on Sunday.
The secret to his success? Social media savvy, relentless touring, and more merchandise than you could shake a stick at. Plus, being mates with everyone from Kanye to Justin Bieber didn’t exactly hurt his chances, did it?
2. Stormzy – From Grime to Glastonbury
Michael Ebenazer Kwadjo Omari Owuo Jr.—or Stormzy to those of us who don’t fancy a mouthful—is living proof that you can go from making tracks in your mum’s flat to headlining Glastonbury without kowtowing to label executives.
This South London grime artist released his debut album “Gang Signs & Prayer” through his own independent label #Merky, and it promptly shot to number one on the UK Albums Chart faster than you can say “shut up.” First ever independent grime album to do that, by the way. Not too shabby for a lad from Croydon, eh?
What’s properly impressive is how he’s leveraged his independence into an empire that now includes a book publishing imprint with Penguin Random House and a Cambridge University scholarship for Black students. Talk about diversifying your portfolio!
When he donned that Union Jack stab vest designed by Banksy for his historic Glastonbury headline set, he wasn’t just making a political statement—he was showing what’s possible when you maintain complete creative control. No major label would’ve had the bottle to sign off on that.
3. Frank Ocean – The Master of Disappearing Acts
If there was an award for “most likely to release music when he feels like it and not a moment sooner,” Frank Ocean would have it bronzed and probably not show up to collect it.
After fulfilling his contract with Def Jam through a bit of clever trickery (releasing the visual album “Endless” to tick the contractual box), he dropped “Blonde” just a day later independently through his own label, Boys Don’t Cry. The album went straight to number one, made an absolute mint, and Frank got to keep all the profits. Talk about having the last laugh!
What’s particularly brilliant about Frank’s independent success is that he’s achieved it while being about as active on social media as your grandad. No constant self-promotion, no TikTok dances, just occasional cryptic messages and then years of silence. And somehow, we’re all still gagging for whatever he decides to drop next. If that’s not power, I don’t know what is.
4. Little Simz – The DIY Queen
Simbiatu “Little Simz” Ajikawo has been releasing music through her own label, Age 101, since she was barely out of school uniform. This North London rapper has been graft personified, building her career brick by brick like a musical Bob the Builder.
Her album “Sometimes I Might Be Introvert” proved that independence doesn’t mean small-scale. The orchestral, conceptual masterpiece earned her the 2022 Mercury Prize and a BRIT Award for Best New Artist (despite having been in the game for nearly a decade—better late than never, BRIT Awards).
What’s most impressive is that Simz has achieved international acclaim while remaining so independent that she was famously still lugging her own equipment to shows. As she told The Guardian, “I’ve always been DIY. No one ever held my hand and did it for me.” When Kendrick Lamar calls you “one of the illest doing it right now” and you’ve done it all without a major machine behind you, you know you’re doing something right.
5. Macklemore & Ryan Lewis – The Thrift Shop Superstars
Who would’ve thought a song about second-hand shopping would make anyone rich? But that’s exactly what happened when Macklemore and Ryan Lewis dropped “Thrift Shop,” which went stratospheric in 2012 despite not having a single major label marketing penny behind it.
This Seattle duo released their album “The Heist” through their own label, bypassing the traditional system entirely. Instead of label backing, they had a simple distribution deal with Alternative Distribution Alliance and their own marketing savvy. The result? Grammy Awards, multi-platinum sales, and worldwide fame.
The pair were so committed to independence that they famously turned down major label offers even after becoming household names. In an industry where selling out is practically expected once you hit the big time, that’s about as refreshing as a cold pint on a hot day.
6. Dave – Problem Child to Problem Solver
David Orobosa Omoregie, known simply as Dave, has risen from South London to become one of the UK’s most respected rappers—all while releasing music through his own label.
His debut album “Psychodrama,” released independently with distribution from Neighbourhood, won the Mercury Prize and Album of the Year at the 2020 BRIT Awards. Not bad for a self-controlled operation, eh?
What’s properly impressive about Dave’s independence isn’t just his commercial success but the artistic freedom it’s afforded him. “Psychodrama” was structured as a therapy session, dealing with heavy themes like mental health, racism, and his brother’s imprisonment. Try pitching that concept to a major label marketing team with a straight face.
When Dave performed “Black” at the BRIT Awards and called Boris Johnson a racist on national television, you can bet he didn’t have to clear that verse with anyone. That’s the kind of unfiltered voice that independence protects.
7. Nipsey Hussle – The Marathon Man
The late, great Nipsey Hussle took DIY to new heights with his “Proud2Pay” campaign, where he sold his mixtape “Crenshaw” for $100 a pop when everyone else was giving music away for free. And people actually bought it—including Jay-Z, who purchased 100 copies.
Nipsey built his career with a marathon mentality (hence his clothing brand, Marathon Clothing), focusing on long-term ownership rather than short-term gains. His independent approach was so successful that when he finally did partner with Atlantic Records for his debut album “Victory Lap,” it was a strategic partnership rather than a traditional deal.
Tragically, Nipsey’s life was cut short in 2019, but his business model of independence, ownership, and community investment continues to inspire artists across the globe. The man turned down offers from Rick Ross and other major label executives to maintain his independence—that’s commitment to the cause if ever we saw it.
8. Jorja Smith – The Streaming Success Story
Walsall’s finest, Jorja Smith, has been carving out her independent path since dropping “Blue Lights” on SoundCloud in 2016. Despite being courted by every major label under the sun after collaborations with Drake and Kendrick Lamar (casual), she’s remained staunchly independent.
Her debut album “Lost & Found” was released through FAMM, her own independent label with producer manager Zane France, showing that you don’t need major backing to make a major impact. The album was nominated for the Mercury Prize and earned her a BRIT Award for British Female Solo Artist in 2019.
What’s particularly impressive is how Smith has leveraged her independence into total creative freedom. Her sound defies easy categorization, blending soul, jazz, R&B, and UK influences without being forced into a marketable box by label executives who think they know better. Proper refreshing, that.
9. Freddie Gibbs – The Rap Survivor
Freddie Gibbs is perhaps the ultimate testament to indie persistence. After being signed and dropped by Interscope before releasing a single album, most artists would’ve packed it in and gotten a job at Tesco. Not Freddie.
Instead, he went independent, releasing a string of acclaimed mixtapes and albums through his own ESGN label. His collaborative albums with producer Madlib, “Piñata” and “Bandana,” are considered modern classics, all achieved without a major label’s budget or backing.
What’s remarkable about Gibbs is how he’s turned major label rejection into indie triumph. As he told NPR, “I think that lit a fire under me to be like, ‘Man, I can do this myself.'” His Grammy nomination for “Alfredo” with The Alchemist proved that independence isn’t a consolation prize—for some artists, it’s the winning ticket.
10. Rex Orange County – The Bedroom Pop Phenomenon
Alex O’Connor, better known as Rex Orange County, started his career uploading self-produced tracks to SoundCloud from his bedroom. His independently released album “Apricot Princess” built such a following that Tyler, the Creator came calling for collaborations.
Despite offers from major labels that would make your eyes water, Rex has remained independent, releasing his music through his own Rex Orange County label. His album “Pony” hit number five on the Billboard 200 without any corporate machine behind it.
What’s properly impressive about Rex’s independent journey is how he’s managed to fill venues like London’s Hammersmith Apollo while maintaining complete creative control. He’s proof that in the streaming era, authenticity often trumps marketing budgets.
Why Independence Matters More Than Ever
The common thread running through all these success stories isn’t just talent—though they’ve got that in spades—it’s the realization that owning your masters and maintaining creative control is worth more than a fat advance that you’ll be paying back until you’re old enough for a bus pass.
In today’s music landscape, with streaming, social media, and direct-to-fan platforms, artists have more tools than ever to build careers on their own terms. The gatekeepers are becoming increasingly irrelevant, and these ten artists are the proof.
As Chance the Rapper so eloquently put it: “If you’re releasing music and making money off of it, you should be able to dictate where that money goes and what happens to the art you created.” Couldn’t have said it better ourselves, mate.
So next time some industry type tries telling you that you need a major label to make it big, point them to this lot. Independence isn’t just an option anymore—for the smartest artists, it’s the endgame.
Top Tips For Independent Artists: Success Without Selling Your Soul
Fancy joining the ranks of these independent superstars? Here’s our cheat sheet of tips that might just help you tell that major label A&R to jog on when they come sniffing around:
1. Own Your Masters, Own Your Destiny
As Nipsey Hussle wisely put it, “Ownership is the end game.” The most successful independent artists haven’t just maintained creative control—they’ve secured ownership of their actual recordings. When you own your masters, you’re building an asset that continues generating income long after the initial release buzz dies down.
“The hardest thing was being ahead of the curve and knowing my value,” Frank Ocean told The New York Times after his strategic move to independence. Take note—knowing your value might mean saying no to seemingly attractive offers.
2. Build a Direct Relationship With Your Fans
Chance the Rapper didn’t need a label because he built something more valuable—a direct line to his fans. “I don’t make songs for free, I make them for freedom,” he famously rapped, but that freedom came from having supporters who’d back him without a corporate middleman.
Little Simz echoes this sentiment: “When people feel connected to you beyond just the music, that’s when they ride for you long-term,” she told NME. “I’m just being myself, and people respect that.”
3. Master the Art of Collaboration
Notice how many of our independent success stories involved strategic collaborations? Stormzy with Ed Sheeran, Jorja Smith with Drake, Dave with Burna Boy. These collabs helped them reach new audiences without needing a major label’s rolodex.
“Working with other artists who respect your independence is crucial,” Macklemore once explained. “You want collaborators who get what you’re trying to do, not people who are going to try to change your vision.”
4. Diversify Your Revenue Streams
The days of making all your money from record sales are as dead as Woolworths. Today’s successful indie artists have multiple income sources—merchandise, touring, sync licensing, production credits, and brand partnerships.
“I never relied on just music sales,” said Stormzy, who built a publishing imprint, clothing line, and scholarship program alongside his music career. “You’ve got to spread yourself across different areas while keeping the art pure.”
5. Invest in Quality Over Quantity
“I’d rather drop one perfect album every two years than ten mediocre mixtapes a year,” Dave told Complex. In a world of constant content, the artists who’ve built sustainable independent careers focus on quality releases that stand the test of time.
Freddie Gibbs put it more bluntly: “I don’t make music for the algorithm. I make albums people are still going to want to hear in twenty years.”
6. Understand the Business Side
Being independent doesn’t just mean making music independently—it means understanding contracts, distribution deals, publishing, and royalties.
“The minute I started treating my art like a business is when everything changed,” Little Simz has said. “Not in a way that compromised the creativity, but in a way that protected it.”
7. Build Your Team Carefully
Independence doesn’t mean doing everything yourself—it means choosing who you work with. All our featured artists have teams; they’re just teams they’ve selected rather than ones assigned by a major record label.
“The people around you will make or break your career,” Jorja Smith told i-D Magazine. “I only work with people who respect my vision and understand what I’m trying to do. I’d rather have five people who believe in me than fifty who just see pound signs.”
8. Use Data to Your Advantage
Streaming platforms provide independent artists with invaluable data about who’s listening, where, and for how long. Use these insights to plan tours, target marketing, and understand your audience.
“I know exactly who my fans are and where they are because of streaming data,” Rex Orange County explained. “That’s more valuable than any radio plugger a label could provide.”
9. Don’t Be Afraid to Say No
Perhaps the most important lesson from our independent success stories is the power of rejection. These artists said no to deals that didn’t serve their long-term interests, even when the money was tempting.
“I turned down deals that would have set my family up for life,” Chance the Rapper admitted. “But I knew if I took them, I’d be giving away my future for my present.”
10. Remember Why You Started
“When it all gets complicated with the business stuff, I go back to making music in my bedroom,” Rex Orange County told DIY Magazine. “That’s where the magic happens, not in some corporate boardroom.”
At the end of the day, independence is about maintaining the connection between your authentic self and your art. As Dave so eloquently put it: “Success means nothing if you lose yourself in the process of getting there.”
Ready to Follow in Their Footsteps?
If you’re an independent artist looking to make your own way without surrendering your rights to the corporate machine, check out our Music Distribution services. We’ll get your tracks onto all major platforms while letting you keep 100% of your royalties and, most importantly, 100% of your creative control.
And when you’re ready to spread the word about your independent releases, our Music Promotion services can help you build the kind of buzz that makes major labels wonder why artists still sign with them at all.
Remember, the most successful independent artists aren’t just good musicians—they’re savvy business minds who understand that ownership is the new record deal.
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