Stop Playing the Gatekeepers’ Game
How Artists Can Thrive on Their Own
Many artists feel stuck in a system that doesn’t serve them. Musicians rely on streaming platforms that pay fractions of a cent per play. Painters chase gallery representation that takes a hefty commission. Filmmakers hope for a studio deal that may never come. The common thread? Gatekeepers—middlemen who control access, dictate value, and take a cut of the profits.
But what if you stopped playing their game?
The Problem with the Traditional Model
Greg Holden, a musician, recently shared a simple but eye-opening truth: selling one vinyl record for $35 earns him the same amount as 15,000 Spotify streams. Instead of chasing millions of plays, he sold physical albums directly to fans and made the same amount of money with just 70 vinyl records and 40 CDs.
And this isn’t just about music.
Painters who once relied on galleries now sell directly through social media, making $30K per painting.
Indie filmmakers use crowdfunding, self-distribution, and direct sales to bypass the need for a studio deal.
Comic book creators thrive on Kickstarter and Patreon, making more than they ever could through traditional publishing.
Handcrafted artists build successful businesses selling through their own websites instead of depending on Etsy or craft fairs.
The key? Owning your art and your audience.
How This Applies to You
If you’re a creative person, you don’t have to wait for permission. You don’t need Spotify, a gallery, a big studio, or a major publisher to validate your work. You need a way to reach the right people and provide value directly to them.
Here’s what you gain by breaking free:
Higher profits – You keep more of the money instead of giving a cut to gatekeepers.
Creative freedom – No one dictates what you should create or how you should market it.
Direct audience connection – The people who love your work become your biggest supporters.
Instead of asking, How do I get noticed by industry gatekeepers? ask, How do I connect with the people who will actually support my work?
Take Action – Make This Work for You
Here’s how you can start breaking free from the traditional system and thriving as an independent artist:
Identify your gatekeepers – Who currently stands between you and your audience? Is it a streaming service, a gallery, a studio, a publisher?
Find a direct path – How can you reach your audience without them? Can you sell directly? Build a subscription model? Leverage crowdfunding?
Test the waters – Start small. Sell one product directly, launch a pre-order, or offer a service outside of traditional platforms.
Engage your audience – Your community is everything. Connect through social media, email lists, or in-person events. The stronger your relationship, the more they’ll support you.
Reinvest in your independence – Every dollar you make independently should go toward building a system that allows you to keep creating freely.
If you’re an artist, your creativity isn’t just in what you make—it’s in how you bring it to the world. The gatekeepers need you more than you need them. It’s time to stop playing their game and start building your own.
How are you taking control of your art and career? Drop a comment and let’s talk!