Artists Are Being Used as Pawns – The Truth About the Music Business and How to Reclaim Power
- Brainz Magazine
- Aug 7
- 7 min read
Sonam Sharma is the founder-director of multiple businesses in the creative industries and was honored at the Women In The World Summit in India in 2015. She combines creativity with business acumen to drive impactful branding. As an advocate for women's empowerment and social change, Sonam inspires transformation in the creative landscape and her community.
The music industry is designed for profit, often at the expense of artists’ creative freedom and financial stability. In this article, we uncover the harsh truths behind the industry’s exploitation tactics and reveal how building a strong personal brand can empower artists to take control of their careers and succeed on their own terms.
“The music industry is a profit machine that feeds on your talent while keeping you in the dark, unless you wake up and take control.”
As the author of this article and one of the founders of BMR (Be Major Records), a Delhi-based Indian label dedicated to discovering and promoting raw talent while advocating for fair pay, genuine artistic growth, and global opportunities, I want to share a truth that few are willing to admit: the system is engineered for profit. Unless you stay woke and take control of your own narrative, you’re at risk of being exploited, undervalued, or left behind.
The systemic exploitation extends beyond just labor; it goes deep into the psychological fabric of creatives. The ‘exposure trap,’ manufactured imposter syndrome, and glamorization of hardship are deliberate tools used by the industry to keep artists in a cycle of dependency and undervaluation. These tactics distort self-worth and make creators believe that exposure and sacrifice are the price of success, when in reality, they’re just strategies to keep the system profitable at the expense of genuine artistic growth.
Don’t get me wrong, I believe in the industry’s potential to empower creative talent. But the harsh reality is that most emerging artists are walking into a system designed for its own benefit, not theirs. So, if you’re serious about succeeding on your terms, you need to understand the game, craft a compelling personal brand, and arm yourself with knowledge, because no one else is going to do it for you.
A crucial part of this is understanding the importance of fair pay and royalties. As my business partner and co-owner of the label, Aalok Jain, an entertainment lawyer and passionate advocate for artists’ rights, often emphasizes: “An advance isn’t a gift, it’s a leash. The industry loans you just enough rope to hang your future earnings, ensuring you’re always chasing repayment rather than building true wealth from your art.”
The cold, hard truth: Why the industry is rigged against artists
Over the past decade, the landscape of music has radically changed. Thanks to democratization via streaming platforms, social media, and digital distribution, anyone can release music and reach audiences worldwide. But... and here’s the controversial truth: the democratization has not translated into fairness for the majority of artists.
According to the 2024 IFPI Global Music Report, 70% of artists earn less than $10,000 annually from streaming, often earning less than their production costs. Meanwhile, the platforms and major labels have consolidated power, reaping billions with minimal transparency. Streaming royalties are murky, rights are complex, and artists often sign away ownership of their work without fully understanding the long-term consequences.
The exploitative contracts, unfair royalties, and opaque licensing deals are not anomalies, but systemic issues. Many artists enter into deals that favor the labels or middlemen, sacrificing ownership or control for “exposure” or “opportunities” that rarely materialize into real financial security.
And let’s not ignore the industry’s cultural tendency to favor the already famous, making it harder for fresh talent to break through or sustain themselves without traditional backing, though that’s changing slowly.
Why relying on labels or managers alone is a risk
A lot of artists believe, “If I get signed, I’ll be safe.” That’s a dangerous myth. While there are reputable labels that value fair pay (like BMR), many traditional contracts are designed with the label’s benefit front and center, often at the expense of the artist’s ownership and earnings.
Labels and managers can be allies, but only if you’re fully aware of what you’re signing, continually educate yourself about your rights, and refuse to accept unfair terms. The truth is, the industry is full of predatory practices targeting artists who lack the knowledge or confidence to stand up for themselves.
Case in point: many artists sign contracts for “development deals” or receive “advance” payments, only to discover their royalties are diluted or their rights are locked away for years. That’s why self-education about royalties, legal rights, and contract negotiations is so vital. I’ve come to understand this deeply, especially through working alongside a founder who explains the legalities with clarity and genuine care, because artists need to be empowered, protected, respected, and truly compensated for their creative efforts.
Personal branding: Your armor in a crowded battlefield
Regardless of your ambitions, independent or signed, your personal brand is the most powerful tool you have to carve out a space in this crowded industry.
Successful artists like Taylor Swift, Billie Eilish, Beyoncé, Lizzo, and others aren’t merely talented; they’re strategic storytellers with authentic narratives. Their brands evoke emotions, cultural pride, or vulnerability that resonate with millions. This isn’t luck; it’s calculated branding rooted in their true selves.
Here’s why your brand matters:
It sets you apart in a saturated market.
It creates emotional loyalty among fans.
It gives you leverage in negotiations and partnerships.
It enables you to direct your narrative without relying solely on traditional gatekeepers.
If you neglect this, someone else will craft your story, and it will probably be to their advantage, not yours.
The power of self–discovery through psychometrics
Understanding yourself is a game-changer. Psychometric assessments, personality tests, and emotional intelligence surveys can reveal your true traits, motivations, and creative strengths.
Why is this transformational?
Authenticity: Your brand becomes genuine when it reflects who you are, not just what you want to project.
Consistency: Knowing your personality helps you maintain a cohesive voice across music, visuals, and social media.
Audience alignment: You can target the right demographic, those who resonate with your true self.
Example:
Ravi (a pseudonym), a rising indie artist from India, utilized psychometric tools to discover that his introverted nature was his strength in songwriting and storytelling. Instead of forcing himself into a loud, extroverted performer persona that didn’t suit him, he embraced his quiet, introspective character. His branding emphasized authenticity, deep lyrics, minimal visuals, and personal storytelling, and he quickly gained a loyal following that values genuine connections. His success underscores the importance of knowing yourself and building your brand around your true personality.
Why every artist must be self–educated. Now more than ever!
In a rapidly changing industry, complacency is your biggest enemy. Knowledge is power, especially when it comes to your rights, royalties, and legal protections. If you’re not actively educating yourself, you’re leaving money and control on the table.
Here’s what you need to know:
Royalty and revenue: Understand how mechanical, performance, sync, and digital royalties work. Don’t let managers or labels keep you in the dark.
Contracts and rights: Every contract is a legal document that can lock you into unfavorable terms. Know what’s standard, what’s exploitative, and when to negotiate.
Industry movements: Stay updated on fair pay campaigns, new tech platforms like blockchain and Web3, and emerging markets from India to Africa. These are opportunities to grow on your terms.
Self-education isn’t just a luxury; it’s a necessity. Artists who stay informed can distinguish themselves from those who are easily exploited.
The role of labels and management: Collaborators, not masters
While I believe that fair labels like BMR can be powerful allies, supporting artists with transparent contracts, fair royalties, and growth strategies, it’s critical to understand that they are partners, not owners of your destiny.
Your primary responsibility: know your rights, craft your narrative, and keep your independence as much as possible. Never accept a deal that limits your ownership or control without a clear understanding. Remember: The most successful artists in history, Prince, Bob Dylan, and more recently, Chance the Rapper, remained fiercely independent or negotiated deals that favored their longevity and ownership.
Don’t rely solely on labels or managers. They should be support structures, not your gatekeepers or overlords. Take charge of your knowledge, your self-education, and demand transparency.
Building a sustainable, authentic career
The real secret to long-term success in the music industry is authenticity, rooted in your true personality, your story, and your understanding of the business. Your personal brand is your shield and your sword.
Be genuine: Your audience can sense inauthenticity a mile away.
Stay informed: Regularly update yourself about royalties, legal rights, and industry trends.
Leverage your unique traits: Use psychometrics to sharpen your branding and connect more deeply with fans.
Control your narrative: Own your story, your music, and your rights.
Notions like “overnight success” are illusions. Building a career that lasts requires consistent effort, strategic branding, and ongoing education.
The industry is not your enemy, but you must lead the change
The music industry is still a system driven by profit, just as it was 20 years ago. But the good news is, you have the power to navigate it wisely. It starts with waking up, being aware of the pitfalls, understanding the value of your art and rights, and shaping your narrative with intention.
Your success depends less on what the industry gives you and more on what you build for yourself. Personal branding rooted in authenticity and backed by knowledge is your best armor against exploitation. The more you learn, the less you’re at the mercy of systems that don’t have your best interests at heart.
So, be woke. Educate yourself. Own your story. And don’t stop fighting for a fairer, more sustainable music industry. Because ultimately, the artist's most powerful weapon is not just talent, it's awareness, strategy, and self-ownership.
Are you ready to take control? The future of your music career lies in your hands. Your personal brand is the armor that protects you and the sword that propels you forward, building influence, loyalty, and sustainability in a cutthroat industry. The greatest artists aren’t just the most talented; they are those who command their narrative and own their destiny.
Remember: “Your personal brand is the story the world will tell about you long after your music fades. Make it a story worth listening to.”
Take charge today, and make your mark not just as an artist, but as a legend.
Read more from Sonam Sharma
Sonam Sharma, Creativepreneur, Artist, Humanitarian & More.
A versatile polymath redefining success in the creative industries, Sonam Sharma is an actor turned entrepreneur and founder of multiple ventures. With a passion for music, entertainment, branding, and social impact, she champions transferable skills and challenges the “jack of all trades, master of none” myth. As the visionary director of Sozart Creative, a creative agency, and other enterprises, she blends creativity with business expertise to craft impactful brands and personal brands. Committed to positive social change, she consistently works around themes of empowerment, advocating for community upliftment and social transformation.
