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The Grateful Dead never had a single “hit” record. Fans were encouraged (!) to bootleg their songs, make recordings of their concerts, and pass them around—all the things that record companies complain bitterly about.

Yet, they are one of the most profitable bands ever.

They ignored Top 40 hit parades and performed live instead. They had their own mailing list, and sold tickets directly to fans, without a promoter or middleman. They created a “Deadhead” lifestyle, and encouraged fans to help them.

Digital music, easy sharing, and the collapse of control by the record companies have changed marketing for every band (and for other businesses too). You don’t have to wait to be “discovered.” You can do it yourself.  None of these artists have big contracts.  It doesn’t matter one bit.

Ian Stewart is a classically trained pianist. But his music isn’t what you’d expect. He composes for such diverse instruments as classical saxophone, alto flute, and electronics; drawing from influences as varied as classical music, Celtic folk music, and even psychedelic music.

Then, there’s Sebastian Daglinckx. He plays the ukelele, an instrument many of us may not think of too often. But Sebastian makes beautiful music with it. My favorite is Tessaract (with musical accompaniment by the birds of Ecuador).

Emii builds her tribe by posting videos of her concerts, short clips of interviews, and social media. Her “Magic” music video has over 1,800,000 views on YouTube. It was the most popular music video on YouTube the day of its release. I think my favorite is the a cappella clip when her singing knocks a poster off the wall.

(Oh, and here’s a bonus track from her equally talented sister (who some of you may recognize).

Photo Credit: Christian Holmer