The New Rules of Music: Curtis King on Doing It Yourself

In an era where the music industry often feels dominated by algorithms and major label politics, Curtis King is charting his own course. As a guest on the One More Time Podcast, King, a rapper, producer, and digital entrepreneur, offered an insightful and candid take on why independence isn’t just a route but a revolution. His approach to music—rooted in the DIY (do-it-yourself) ethos—isn’t just working; it’s inspiring others to rethink their creative paths.

A One-Man Industry

King’s career exemplifies the DIY mentality, a movement he embodies and champions. From producing and mixing his own tracks to handling graphic design, marketing, and even customer engagement, he tackles it all without a traditional team. “I started myself because nobody’s coming to save me,” King explained, reflecting on his decision to take ownership of his career. “If I start it myself, I can educate myself to a level where I can communicate with professionals and speak their language.”

This hands-on approach, he argued, allows independent artists to create sustainable businesses while staying true to their artistic vision. “Nobody’s supposed to play the same game. If your needs are different, you get to set different rules,” he said.

Redefining Success: Music for the Right Audience

One of the boldest moves King has made is pulling his music off streaming platforms. By pivoting to a direct-to-consumer (DTC) model, he’s achieved financial success while maintaining creative control. “I sold $4,000 worth of music to just 135 people,” he shared, contrasting this with the countless streams required to achieve the same earnings on Spotify. “Streaming isn’t a sustainable business model for me,” King said, citing platforms like Bandcamp and even his own website as viable alternatives.

King’s philosophy is straightforward: create for a focused audience instead of attempting to please everyone. “When you make the best version of what you can do, the people who need to find you will find you,” he said. For King, fewer but highly engaged fans trump the illusion of mass appeal.

Tools of the Trade

Technology plays a pivotal role in King’s independence. He credits tools like Canva for graphic design and ChatGPT for streamlining tasks, from strategic planning to scripting content. “With tools like these, I have a team, even if it’s just me,” he said. His emphasis on leveraging affordable, accessible resources has demystified what it takes to succeed as an independent artist.

Email marketing, once dismissed as outdated, has become a cornerstone of his strategy. Using platforms like Flowdesk, King communicates directly with fans, offering behind-the-scenes updates and exclusive content. “It’s not just marketing; it’s a conversation,” he said, highlighting the importance of personal connection in building loyalty.

Lessons in Harmony

For all his multitasking, King stressed the importance of balance—or, as he prefers to call it, harmony. “Balance is almost impossible in this industry,” he said. “The energy you give to making a beat versus spending time with your family isn’t equal. What I aim for is harmony, where one doesn’t hinder the other.”

King has also embraced the concept of working in seasons, focusing on different roles at different times to maintain productivity and mental health. “Some seasons, I’m Curtis King the artist. Other seasons, I’m Curtis King the producer. Understanding that has been key,” he said.

A New Playbook for Creators

King’s journey underscores a larger shift in the music industry: the power of self-determination. By eschewing the traditional paths paved by major labels, he’s proven that independence isn’t just viable—it’s transformative.

He concluded with a challenge to aspiring artists: embrace the grind and the possibilities it brings. “Replace the word branding with reputation and content with message,” he advised. “It’s about building your reputation and sharing your message, not just creating for the sake of it.”

For Curtis King, the DIY path isn’t just about doing everything yourself—it’s about doing it your way. And in a world increasingly controlled by gatekeepers, his approach feels nothing short of revolutionary.