RELEASE THE KRAKEN - WE’RE ON!
After working for nearly a decade at an independent label, I’ve seen firsthand how overwhelming the release process can be for artists. The reality is that there are simply not enough labels to accommodate all the incredible music being created today. I’ve noticed this through the sheer volume of submissions we received and from conversations with my friends, who often found themselves handling large parts of the release process on their own, even when working with a label.
At the same time, today’s music landscape offers independent artists more tools than ever: digital distribution, direct-to-fan platforms, social media, and new revenue streams. But it’s often too much to handle alongside touring, composing, teaching, and everything else a working musician juggles.
That’s why I started Release the Kraken. We’re entering an era where self-releasing artists generated $2.0B in the music industry last year, 17.2% more than in 2023. More artists are choosing to go independent than ever before. But as streaming income becomes harder to grow under new royalty structures, success increasingly depends on merchandising, fan engagement, and direct support.
Streaming has completely reshaped the music industry, but the payment system is still far from ideal. The current pro-rata model means that all streaming revenue gets pooled together and then divided based on overall stream counts. This means that if your listeners stream your album on repeat, the payout you receive is diluted by the streams of top-charting global artists.
For most independent artists, the return from streaming alone is not enough to sustain a career. Yet streaming is unavoidable - it’s how most fans discover music today. And despite its flaws, streaming platforms offer real opportunities if you know how to work with the system.
The algorithm matters. Getting into the right playlists, securing pre-saves, and triggering listener engagement early in the release cycle can significantly boost your visibility. Services like Spotify and Apple Music reward activity - if a listener completes your track, saves it, or adds it to their own playlist, the algorithm takes notice. The challenge is knowing how to set up your release so the algorithm works in your favor - and that’s where Release the Kraken comes in.
But success isn’t just about streaming numbers. With shrinking payouts, artists need to build direct relationships with their audience through merch, exclusive content, and live experiences. That’s why Release the Kraken isn’t just about getting your music online—we provide a full-service approach to help you create a professional release strategy that includes:
Playlist pitching to increase discoverability
Social media content to engage your fanbase
Merchandising to create a more sustainable income stream
Video production to expand your content offering
Songbooks and physical releases to use the full potential of your music
We’re not a record label. We are your distributor, project manager, and guidance through the release process. We don’t take ownership of your masters or compositions: you keep 100% of your music and 80% of your royalties. Our job is to give you the tools and expertise to succeed on your own terms.
More artists are choosing independence than ever before—but independence doesn’t have to mean doing it alone. At Release the Kraken, we’re here to help you navigate the complexities of the modern music industry so your music gets the attention it deserves.
Your music, your rights, your vision. We’ll help you release it right.
- Michaela
