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How to stand out from the crowd in the small artist community

[Reading Time: ~5 minutes]

In my previous blog post, I discussed why it’s essential to stand out in order to build a foundation that allows your group’s fandom to grow. But let’s face it: that’s easier said than done. Many people trying to build successful groups end up copying what others are doing. But the truth is, that’s the exact opposite of what you should do. It might seem tempting to piggyback off others’ fan bases, but to attract true fans, you need to stand out.

If you want to grow a fandom, you need to find a niche. Yaelokre, known for their song "Harpy Hare," creates folk music and has amassed 1.4 million followers! They could have played it safe by making generic pop music, but instead, they chose to create something unique and distinct from mainstream trends, which helped them connect with a dedicated audience. 

You might think, “My niche is K-pop fans!” and while that might be true, you may not be targeting that niche correctly. BABYMONSTER and MEOVV were criticized by some K-pop fans for having concepts similar to BLACKPINK, so why would they want a group that resembles IVE? You're trying to fill a void that simply doesn't exist. But how do you find a void that actually does?

An effective way to find your niche is by using social media! TikTok, for example, is full of posts where people express a desire for a K-pop group with a specific aesthetic—that’s your void. One aesthetic I see mentioned frequently is Frutiger Aero, a style popularized in the early 2000s for its futuristic yet organic vibe. The wiki defines it with things such as glossy textures, blue skies, tropical fish, water and bubbles. There’s your niche! There are thousands of aesthetics to choose from and many artists to take inspiration from to find your sound. Browse around the internet and explore different music genres that you don't usually listen to, you’re bound to find something you’d like for your group. 

Another key factor that could benefit your group is focusing on quality over quantity. By prioritizing well-written, well-produced, and well-mixed songs with high quality vocals, your chances of success will be much higher. But it’s not just about the music—it’s also about having a well thought out game plan for both the label and the group. Planning ahead is essential to make sure your releases, branding, and marketing are all aligned with your long-term goals. Without a clear strategy, it’s easy to find yourself lost, and relying on posting things that don’t actually reflect your groups image. A solid game plan ensures that every decision you make supports your vision, helping your group grow steadily while maintaining a strong, sustainable presence. Don’t rely on pity followers—aim to attract genuine fans who truly listen to and enjoy your content. Planning ahead gives you the structure you need to build a loyal, engaged audience that will follow you for the long haul.

People are more likely to follow and engage with an account that feels authentic, where they can connect with the person behind the screen. In K-pop, idols often share personal moments and experiences, not just promotional content, making it clear that there’s more to them than just making music. Don’t be afraid to put yourself out there—let your personality, sense of humor, and passion for music attract people.

One of the most powerful ways to connect with an audience is through storytelling. Share the journey of how your group came together, the challenges you've faced, and what makes your creative process unique. Authentic stories create emotional connections and help fans feel like they are part of something bigger than just the music. For example, BTS has built a massive following not only because of their music but because of the stories they tell in their lyrics, their behind-the-scenes content, and their willingness to be vulnerable with their fans.

Authentic storytelling helps build a deep emotional connection with your audience, but it’s not just about what you say—it’s also about how you present yourself. Once you've shared your journey and the unique aspects of your creative process, the next step is ensuring that your group’s visual identity aligns with your story.

Research your selected niche along with current trends and try to reach a happy medium without becoming a straight up rip off. Visual branding is just as important as the music itself. Your group’s aesthetic needs to be consistent across all platforms, from album covers to social media profiles. This visual identity should be distinct, but it doesn’t have to be extreme—subtle details can make a big difference. Look at how certain groups use color schemes, and album art to communicate their unique vibe. Remember, your audience should be able to recognize you instantly just by looking at your visuals.

As an artist, it’s natural to want to grow and evolve, but make sure you stay grounded in what originally made your group unique. You don’t want to jump on every trend just because it’s popular at the moment, as that can lead to losing your authentic branding. Focus on maintaining a balance between evolving and staying true to your identity. You can explore new genres or aesthetics, but the core values that resonate with your fans should remain constant. A great example of this would be how Taylor Swift evolved from country to pop but always stayed true to her storytelling and songwriting authenticity.

In conclusion, building a successful group and fandom is not about copying what others are doing; it’s about finding your own unique voice, niche, and identity. By focusing on authenticity, storytelling, and a well-thought-out strategy, you can foster genuine connections with your audience. Don’t be afraid to explore new ideas and trends, but always stay grounded in what makes your group distinctive. From choosing the right aesthetic to delivering high-quality music, every element of your group’s presence should reflect who you are. When you stay true to your vision and create an authentic brand, your fandom will grow not just in numbers, but in loyalty and passion. Keep your focus on quality, originality, and consistency, and you’ll be on your way to building a fandom that will last.

[sticker-magazine]

Making Music is Only Half of Being an Artist

[Reading Time: ~5 minutes]

Making music is only half of being an artist—you need a brand.

You could have an amazing discography, but why should anyone care about you as an artist? In my opinion, that’s one of the biggest issues in the small artist community. Too many people drop one EP and a single, then quit because they "flopped"—but they did nothing to actually attract an audience.

Being an artist means selling a product, and that product is your music. But guess what? Hundreds of thousands of people make music every day. So why should I listen to yours? If all you do is drop a song every once in a blue moon and rely on those frankly overused "I knew [blank] before they were famous!!" posts, no one is going to care enough to stick around and watch you grow.

And I get it—it’s hard. You want to blow up overnight. But let’s say you do. You drop a banger that goes viral, just like Love For You did. Is LovliLori sitting back doing nothing? No. She has a team that is likely editing her music video right now. She’s consistently posting on Social Media, actively promoting her song. And she’s still making new music—while it might not hit like Love For You, it’s for the people who discovered her through that song and thought, “Hey, I like this artist.” You have to build a foundation before you can grow a fandom. You can’t expect one to appear out of nowhere and stay just because you make music.

But how exactly do you do that?

Look at some of the current biggest names in mainstream music—notice how most popular artists can be defined by a distinct aesthetic? That’s called a brand—it’s what makes them recognizable. When you think of Charli XCX, neon green and clubbing might come to mind. Olivia Rodrigo? Purple and butterflies. Sabrina Carpenter? Blonde bombshell curls and bedazzled lingerie. And Chappell Roan? Disco balls, red, curly hair, and pink cowgirl hats. That’s their brand. And it’s not just musicians—every successful creator and business has one. You can’t picture McDonald’s without those golden arches, or Baskin-Robbins without the number 31 and their signature pink spoons. Having a brand is what makes you memorable. So, what do you or your group have that stands out enough to make people remember you?

Here are our recommendations:

If you want to build a real fandom, avoid being a copy of well-known artists. It’s fine to take inspiration, but let’s be honest—the community is tired of the overwhelming number of NewJeans and ILLIT clones. Try something original. This scene isn’t that big, which means there are so many untapped markets and genres waiting to be explored. When I first joined, I was surprised by how little diversity there was in sound. Girl crush, Y2K, and girly concepts dominate, even though there are thousands of different genres in music. Try expanding your music tastes before jumping straight into making yet another girl crush or Y2K track. A few years back, I only listened to one K-pop group and refused to explore anything else. Now, my taste spans everything from classical to jumpstyle and techno music. And who knows? Stepping outside the box might create a domino effect, inspiring others to do the same. The more variety artists bring to the scene, the more the community can grow and evolve.

Let’s try to be a little more original when choosing artist or agency names. It’s hard to stand out when you’re the 17,000th ‘Lumi’ in the community. (Not targeted at anyone—it's just an extremely common name.) Your name is one of the first things people associate with your brand, so make it count. A generic or overused name makes it harder for people to remember you, and you risk blending into the crowd. Try something unique—something that represents your sound, concept, or identity in a way that no one else has. A strong name can be just as impactful as your music in making a lasting impression.

And last, but certainly not least: be realistic about the time, effort, and commitment it takes to be in or manage a group. A successful group doesn’t just happen overnight—it requires dedication, teamwork, and most importantly, financial investment. If you know you don’t have the time or resources to fully commit, it’s worth reconsidering whether joining or starting a group is the right choice for you. There’s nothing wrong with waiting until you’re in a better position to give it your all. The industry, even at a small community level, thrives on consistency and effort, so setting yourself up for success from the start will make all the difference. Avoid joining groups if you’re not ready to commit. Constantly leaving after a few weeks or taking forever to record doesn’t just affect you—it impacts the entire team. We understand that life happens, and sometimes things get in the way. However, being in a group means being part of a team, and your actions (or inactions) affect everyone involved. When you consistently miss deadlines, you’re not just delaying your own progress—you’re holding back the group’s efforts as a whole. Good teamwork relies on communication, reliability, and respect for everyone’s time. If you’re struggling to keep up, be honest about your situation rather than leaving others waiting. It’s always better to step back before joining than to commit and end up slowing the group down.

In conclusion, being a small artist goes far beyond creating great music—it’s about building a brand and establishing a presence that resonates with your audience. It’s not enough to just drop a few tracks and hope for the best. In today’s competitive landscape, you have to make people care about you as an artist, not just your music. Developing a unique identity, staying consistent, and embracing your originality will set you apart. Look at how successful artists carve out their own niches and build a loyal fanbase through their distinct aesthetics and branding. Don’t be afraid to step outside the box, explore new genres, and create something fresh that people can latch onto.

At the same time, building a group or a career takes time, effort, and a commitment that should never be underestimated. If you’re not ready to fully invest, it’s okay to hold off and wait until you can give it your all. Success in the music industry requires dedication, teamwork, and the ability to stay true to your vision. When you align your passion for music with a solid brand and work ethic, you create the foundation for growth that will lead to long-term success.