Tariffs are Back

Unsurprisingly, a wave of new tariffs is coming, and they could hit musicians in ways they didn’t expect. Too many independent artists don’t think about how policy changes affect their business until it’s too late. Now is the time to prepare before these costs start cutting into profits.

The Music Industry Has Been Here Before

During the 2016–2020 period, tariffs imposed as part of the U.S.-China trade war led to higher costs for instruments, amplifiers, synthesizers, pedals, and other essential equipment. Tariffs on Chinese-made electronic components increased from an average of 3.1% in 2017 to 24.3% by 2019. This forced manufacturers like Fender, Gibson, and Moog to adjust pricing, with some even moving production overseas to offset rising costs. Independent artists and small studios, which often rely on affordable imported gear, were particularly affected.

International touring has also become increasingly expensive due to rising visa fees, higher tax burdens on foreign earnings, and shifting international trade agreements. Many countries have increased costs for U.S. artists seeking work visas, making it harder for independent musicians to afford overseas tours. The combination of these financial pressures means artists need to be more strategic about their touring plans to remain profitable.

What Every Artist Should Know

Gear and Instruments Will Cost More

A lot of guitars, amps, synths, and recording equipment are made overseas. If tariffs go up on imports from China and Europe, prices could jump. If you need new gear, now might be the time to get it.

Merch Prices Could Go Up

Most shirts, vinyl, and other merch come from international manufacturers. If you’re importing, higher tariffs could drive up production costs, making it harder to keep prices fan-friendly while still making a profit.

One way to cut costs is by using U.S.-based suppliers for sales and tours at home while keeping international suppliers for local production on overseas tours. This can help avoid tariffs and lower shipping costs.

Companies like Solid Merch and Deluxe offer competitive pricing on shirts and general merch, while Disc Makers specializes in vinyl and CDs but also provides some promotional items. If you haven’t explored domestic suppliers yet, now might be the time to switch.

Touring Internationally Gets More Complicated

Artists are already struggling with touring costs, and tariffs could make it worse. If you play overseas, you might see:

Higher costs to ship gear as importing and exporting gets more expensive.
More expensive visas as many countries raise fees for touring artists.
Fluctuating exchange rates that could mean less money in your pocket.

Streaming and Digital Distribution Could Shift

If tariffs affect tech imports and cloud-based services, streaming platforms like Spotify and Apple Music might raise prices, adjust royalties, or change ad rates. This could impact both musicians and fans alike, making it more expensive to distribute or consume music.

What Artists Can Do to Stay Ahead

✅ Lock in prices now and order merch and gear before costs go up.
✅ Diversify your revenue streams with direct-to-fan sales, Patreon, exclusive content, and other ways to bring in money.
✅ Source merch locally for international tours and within the U.S. If you play often in Europe, the UK, Australia, or Japan, printing merch where you tour could save money on shipping, tariffs, and customs delays. If you’re based in the U.S., switching to domestic suppliers like Solid Merch, Deluxe, or Disc Makers could help avoid tariff-driven price hikes.
✅ Stay informed on policy changes, especially if you tour internationally or rely on overseas suppliers. Take advantage of good exchange rates while they last.
✅ Consider bundling and pre-orders to lock in lower costs and avoid last-minute price jumps.
✅ Explore collaborations, bulk-ordering merch with other artists, or using crowdfunding campaigns to offset rising costs.

Should the Industry Be Doing More?

Industry leaders should be advocating for tariff exemptions on musical instruments and merch, as well as streamlined visa processes for touring artists. History has shown that collective advocacy can drive real change. In the past, lobbying efforts by NARAS and major labels have shaped copyright laws, and trade groups have successfully pushed for reduced import taxes on specific music-related goods. One example is the Music Modernization Act, which improved streaming royalty structures for artists. Similar efforts could influence trade policies that ease financial burdens on musicians today.

If policymakers want to force musicians and other creatives to buy American, they also need to provide meaningful tax incentives. Major labels like UMG, WEA, and Sony should be leading the charge, as they have the biggest influence in the industry. A rising tide lifts all boats, and if major labels push for tax breaks that support domestic manufacturing, independent artists will benefit as well. Likewise, NARAS (The Recording Academy) should be leading advocacy efforts alongside the major labels, as they hold significant sway in industry policy discussions. These organizations have the leverage to influence trade policy and must use it to fight for practical solutions.

Additionally, A2IM (American Association of Independent Music) needs to step up and ensure independent artists are not left behind in these discussions. While they may not have the same level of influence as the major labels or NARAS, their advocacy for indie musicians is crucial, especially as tariffs disproportionately impact smaller artists and businesses.

Final Thoughts

As trade policies continue to evolve, the next legislative cycle could determine whether tariffs stay or shift. Now is the time for artists, industry leaders, and policymakers to push for changes that protect musicians at all levels.

For independent artists, the financial situation is already challenging. Between rising streaming costs, changing touring logistics, and now tariffs, musicians need to think strategically about their long-term business plans.

Tariffs, visa hikes, and shifting economic policies are squeezing musicians from all sides. Without industry-wide advocacy, independent artists will bear the brunt of these costs. The next few months will be critical for advocacy efforts. Whether the industry steps up or stays silent, independent artists can’t afford to wait. Now is the time to push for real change.

If you have thoughts or strategies, feel free to reach out or share your perspective. I’d love to hear from you.

The Importance of Optimizing Your YouTube Channel

YouTube has solidified itself as a global powerhouse for creators, artists and brands alike, reaching millions of users across hundreds of countries. That means that whether you’re an independent artist or part of a label, optimizing your YouTube channel can be the difference between reaching a few fans and gaining a global audience.

With its wide array of tools and features, YouTube gives artists more control than ever before to market their music, merchandise and brand directly to fans. It’s not just about uploading videos anymore—using Shorts, engaging with your Community tab, creating playlists, and setting up merch links are all just the beginning.

In this article, I’ll break down every feature you can leverage to ensure your YouTube channel is fully optimized for growth and engagement.

Channel Organization: Trailers and More

The first step to optimizing your YouTube channel is creating a well-organized, visually appealing hub for your content. When new visitors land on your channel, you want them to immediately understand who you are, what your content is about, and how to engage with it. This is where your channel trailer and organization come into play.

What to Include:

• Channel Trailer: This short video (typically 1-2 minutes) should give a quick introduction to your music and why new viewers should subscribe. The trailer automatically plays when a non-subscriber visits your channel, making it a great opportunity to hook new fans.
• Channel Layout: Organize your content into sections such as “Music Videos,” “Live Performances,” “Behind the Scenes,” and “Interviews.” This makes it easier for fans to navigate and explore specific types of content.
• Channel Header and Profile Picture: Ensure that your channel header and profile picture meet YouTube’s recommended dimensions (2560×1440 for the header and 800×800 for the profile pic). Use a clean, high-quality image that’s easily recognizable, even in small thumbnails.
• Featured Content: Pin your most important videos—whether it’s a new single or an upcoming tour announcement—at the top of your channel to ensure they get maximum visibility.

Optimizing the About Section

The About section is essential for sharing your story with your audience and maximizing engagement. This is where you make an emotional connection with potential fans by telling them who you are beyond the music. Use this space to present a compelling bio, linking your audience to more than just your videos.

Start with a well-crafted bio that highlights your artistic journey and identity. Share key milestones and what sets you apart from other artists. Make sure you keep the tone approachable and authentic.

One often overlooked feature is the ability to add multiple photos. These photos not only enhance your About section visually, but they also feed into YouTube Music, providing fans with a more immersive experience when they explore your artist profile. Upload professional images from performances, album covers, and even behind-the-scenes shots to create a comprehensive visual narrative. You will help build your brand across both YouTube and YouTube Music, where fans are seeking more than just audio.

If you have an Official Artist Channel (OAC), your content—music videos, photos, and bio—will be unified across YouTube and YouTube Music. This ensures that your presence is consistent on both platforms, giving fans a seamless experience.

Beyond telling your story, the About section is also a powerful place for links. Make sure to link to your official website, streaming platforms, social media profiles, and merchandise stores. It’s a great way to funnel traffic to other platforms where fans can make purchases.

Also, don’t forget a call-to-action (CTA). Ask fans to subscribe to your channel, follow your social media, and sign up for your newsletter.

Lastly, keep your About section updated. Fans and potential industry partners alike use this space to get a quick snapshot of where you are in your journey, so make sure it reflects your current status, such as new milestones and collaborations.

Steps to Take:

• To Update Your Photos: Go to YouTube Studio > Customization > Branding.
• Update Your Bio: Update your bio in YouTube Studio > Customization > Basic Info > Description.
• Linking to Other Platforms: Add important links through Customization > Basic Info > Links.
• SEO Best Practices: Use keywords in the Description field for better searchability.
• Call to Action: Add a clear CTA in your Description to encourage engagement.

Playlists: Curating and Organizing Content

Playlists are an underrated but powerful tool for increasing engagement and watch time on your channel. By curating your content into thematic or chronological playlists, you encourage viewers to keep watching without needing to search for the next video.

Playlist Varieties:

• Thematic Playlists: Group your videos by themes such as “Acoustic Sessions,” “Official Music Videos,” or “Fan Favorites.” This way, fans can binge-watch specific types of content without interruption.
• Fixed Artist Compilations: You can create playlists that include other artists whose music you want to associate with. This helps you algorithmically show up on related playlists and get exposed to their fans.
• Thematic Artist Compilations: Create themed playlists with various artists. These compilations might focus on a specific genre, vibe, or time period, adding value to both your fans and other musicians.
• Mix of Media: Playlists don’t have to just include your music or music videos. They can  incorporate behind-the-scenes (BTS) content, film clips, interviews, and other media types to provide a richer, more diverse experience for viewers.

Playlists also help with SEO, as they increase your chances of being discovered when people search for related content. YouTube prioritizes channels with wellcurated, engaging playlists, so make sure to update them regularly.

Encouraging Fans to Subscribe

Your subscriber base is the backbone of your YouTube success. Subscribers are crucial to YouTube’s algorithm, which tends to promote channels with higher subscriber counts.

Subscribers are more likely to return to your channel, engage with new content, and become longterm fans. To build this audience, you need to remind people—often—to hit that subscribe button.

Best Tactics:

• Call-to-Action in Videos: At the end (or beginning) of each video, include a simple, direct message asking viewers to subscribe. You can say something like, “If you’re enjoying the music, don’t forget to subscribe for more.”
• In-Video Prompts: Use YouTube’s end cards and in-video prompts to add a visual call to action for viewers to subscribe.
• Descriptions and Bio: Don’t just rely on verbal cues—prompt users to subscribe in the video description and your channel bio. These little reminders can make a big difference.
• Other Platforms: Remind your fans on your other social media channels, your website, and through email and SMS via your CRM to subscribe to your YouTube channel.

Regularly reminding fans to subscribe helps build a loyal base that will support your growth long-term.

In-Video Links and End Cards 

In-video links, cards, and end screens are essential tools for keeping viewers engaged with your content and guiding them toward specific actions, like watching another video, subscribing, or visiting your merch store. These features allow you to interact with viewers directly within the video and prompt further engagement.

How to Get Started:

• Cards: Add cards to your videos to link to other content on your channel, such as another video or playlist. For example, if you’re releasing a music video, you can link to behind-the-scenes footage or related content in the card.
• End Screens: End screens appear during the last 5-20 seconds of your video. You can use them to promote your most recent uploads, direct viewers to a playlist, or encourage them to subscribe. These work best when combined with a verbal call to action in the video.
• Interactive Features: You can add interactive elements like polls, external links (to your merch store or tour dates), and more via cards to create more opportunities for fans to engage directly with your content and brand.

All of these interactive tools help you retain viewers longer and guide them through a more connected journey across your channel, boosting both engagement and total watch time.

Best Practice Tip: Use YouTube Analytics to identify peak engagement or drop-off points and add in-video links during these times. This keeps viewers engaged longer and redirects them to other content.

Case Study Highlight: When working with Seether, I enhanced their video engagement by updating end cards and optimizing video links. This led to a 35% surge in streams for the “Rise Above This” video and a significant increase in playlist engagement. Learn more about the strategy and results in the Seether case study.

Shorts: Boosting Engagement with Bite-Sized Content

YouTube Shorts are YouTube’s answer to TikTok and Instagram Reels. They offer short, dynamic content that’s easy for viewers to consume quickly.

These shorter videos are becoming increasingly popular and are an excellent way to get discovered by new audiences, especially younger viewers.

How to Use Shorts:

• Reach New Audiences: Shorts are pushed heavily in the YouTube algorithm and often reach viewers who aren’t already subscribed to your channel. They’re a great tool to build awareness and drive people to your longer content.
• Creativity is Key: With less time to work with, you need to make each second count. Use Shorts for teasers, fan shout-outs, or clips from live performances that create a sense of immediacy and excitement.
• Quick and Engaging: Shorts should be under 60 seconds and focus on grabbing attention immediately. Think of quick music previews, fun behind-the-scenes moments, or fan challenges.

Shorts provide a fresh, dynamic way to engage with your audience and expand your reach, making them perfect for attracting more casual fans and turning these into loyal followers.

Premieres and Red Carpet Events

One of the most exciting ways to launch a new video is through YouTube Premieres, which allow fans to watch new content in real-time, as it debuts.

The Red Carpet feature adds an extra level of anticipation by displaying a countdown to your video’s release. Together, these features create a cinematic experience that boosts engagement at the moment of release.

Scheduling and Managing Your Premiere:

• Red Carpet Countdown: The Red Carpet feature is essentially a countdown clock that builds anticipation for your Premiere. Fans see this countdown when they visit the link, creating a sense of urgency and excitement leading up to the video’s release. You can further amplify this on your other social channels, encouraging fans to tune in.
  • Promoting Your Premiere: In the days leading up to the Premiere, use the countdown to build hype. Announce the Premiere on social media, send reminders through your email list, and get your fans talking about it. The more buzz you generate, the more likely your Premiere will attract a crowd.
• YouTube Premieres: Scheduling a video as a Premiere not only notifies your subscribers ahead of time, but it also gives your content an event-like atmosphere. Fans can gather in real time, watch together, and react via live chat.
  • Creating a Community Feel: During the Premiere, the live chat gives fans a space to share excitement, ask questions, and engage with other fans and you as the artist. You can jump in on the chat to interact directly, offering commentary or simply hyping up the release.
  • Capitalizing on Momentum: After the Premiere ends, keep the momentum going by staying live for a few extra minutes to answer fan questions in a Q&A or chat more about the video. This deepens engagement and keeps fans on your channel longer, strengthening their connection to you and your music.
• Premiere Analytics: Once your Premiere has ended, YouTube offers data about how many viewers tuned in live, how they engaged with the video and the live chat, and how your viewership behaved post-Premiere. These insights are invaluable for planning future video releases and understanding the type of content that resonates most with your audience.

Community Tab: Engaging with Your Audience 

The YouTube Community tab is a powerful, yet often underutilized, tool for keeping your audience engaged between video uploads. It allows you to share updates, create polls, and post photos and behind-the-scenes content directly to your subscribers.

Think of it as your artist blog, right on your YouTube channel.

Important Features:

• Keeping the Conversation Going: The Community tab is ideal for keeping fans engaged, even when you don’t have a new video to release. Use it to post regular updates, behind-the-scenes photos, or share thoughts about upcoming projects. It helps keep the momentum going, especially during lulls between big video drops.
  • Sharing Sneak Peeks: Tease upcoming releases with sneak peeks or quick clips exclusive to the Community tab. These informal updates can build anticipation and give your core fans a sense of inclusion in your creative process.
• Interactive Polls and Fan Feedback: Polls are one of the most interactive features of the Community tab. You can ask your fans for input on a range of things: which song they want you to perform on tour, what kind of merch they’d like to see next, or even what type of content they want more of on your channel. Fan feedback through polls not only drives engagement but also makes your audience feel valued and involved.
  • Tapping into Fan Ideas: Let your fans feel like co-creators. By asking for their input, you can tap into ideas you may not have considered and make your fans feel more invested in your success. These types of interactive posts also encourage more likes, shares, and comments, boosting your channel’s engagement.
• New Communities Feature: YouTube’s new Communities feature, announced in 2024, takes fan interaction to the next level. Fans can now post art, pictures, and ideas directly on your channel, creating a dedicated space for deeper connections. This feature enhances the fan experience by giving them an active role in your channel’s ecosystem.
  • Cross-Promotion: You can also use the Community tab to promote other platforms, like Instagram, your website, or tour tickets. It’s a space to drive traffic to where you need it most, but in a way that feels natural and engaging rather than overly promotional.
• Keeping Subscribers Active: Fans that engage with your posts in the Community tab are more likely to stay active on your channel and engage with your video content. It’s a win-win for both building relationships and staying in YouTube’s recommendation algorithm.
• Hype Leaderboard: The new Hype feature allows fans to boost small-to-medium creators by clicking “hype” on a video they love. The hype leaderboard increases the visibility of these creators, offering smaller artists a better chance to be discovered by new audiences.

Learn more about YouTube’s new Communities and Hype features here.

Merch and Tour Dates Integration 

YouTube allows artists to integrate merchandise and tour dates directly on their channel, turning passive viewers into engaged fans and buyers.

Through platforms like Teespring, Shopify, and tour management tools such as Seated and Bandsintown, you can easily display your latest merch and upcoming tour stops.

Platform Integration Tips:

• Merch Shelf: YouTube’s Merch Shelf enables you to display items like tshirts, albums, posters, and other merchandise below your videos. Fans watching your content can easily make purchases without leaving the platform.
  • New YouTube Shopping Features: As of 2024, over 250,000 creators are part of YouTube Shopping, expanding globally. This allows even more creators to sell products directly on YouTube.
• Tour Dates with Seated: Seated allows you to display upcoming tour dates on your channel and sell tickets directly. The platform is great because it helps you capture emails, ensuring that you own and control your fan data. This is key for building long-term fan relationships. Seated’s integration gives you more control over how you engage and market to your audience.
• Tour Dates with Bandsintown: Similarly, Bandsintown lets you display your tour dates and sell tickets. Bandsintown offers easy discovery features, helping new and existing fans find your shows.
• Jewelspowered Gifts: A new 2024 feature allows fans to send Jewelspowered Gifts during live vertical videos, providing another layer of monetization for creators. This real-time fan interaction lets viewers express excitement while supporting you financially. Gifts are a fun, engaging way to involve fans and encourage more participation during live events.

Best Practices:

• Ensure your merchandise offerings are clearly aligned with your brand and fan base. The easier you make it for fans to purchase, the more likely they are to buy.
• Regularly update tour dates and merch, and use teaser videos and live sessions to promote your new items.

DRM and Content Claiming

As an artist, protecting your work is critical. YouTube’s Digital Rights Management (DRM) system, combined with its Content ID feature, helps ensure that your music and video content are protected, and any unauthorized use can still generate revenue for you.

DRM Checklist:

• Content ID: YouTube’s Content ID scans uploaded videos for any copyrighted material. If someone uses your music, you can claim ownership and monetize it, track it, or block it. This ensures that your content is protected while generating revenue.
  • Why This Matters: Content ID allows artists to maintain control over how their music is used and ensure compensation, especially when third-party creators use their tracks.
• Monetization and Label Claims: If you’re signed with a label, they may claim videos due to audio/visual (A/V) distribution rights. Don’t be alarmed; this simply means the video is being monetized as long as it remains live.
  • Avoiding Monetization Conflicts: If your label holds A/V distribution rights, you shouldn’t attempt to monetize the video yourself. Let the label handle monetization to avoid any conflicts.
• Territorial Video Blocking: Sometimes, videos are blocked in specific territories rather than globally. Check YouTube Studio to see where the video is blocked. Some videos may be blocked in regions like Russia or Belarus due to UMG’s policies related to the war in Ukraine.
• Monetization for DIY Artists: If you’re a DIY artist, you have two options:
  • Release your video via platforms like TuneCore or Distrokid and allow them to monetize it on your behalf.
  • Exclude YouTube from your distribution deal and monetize directly on the platform. This gives you more control over revenue generated by your videos.

The Vevo Dilemma: Uploading Directly to Your Artist Channel 

For years, Vevo was seen as a premier platform for music videos. However, times have changed, and there are some real drawbacks to using Vevo, especially in an era where artists are prioritizing direct control over their content.

Why Artists are Making the Switch:

• Vevo.com is a Relic: Let’s be real—when was the last time you, or anyone, visited Vevo.com to watch a music video? Has anyone done that in the last decade? Most people access Vevo content through YouTube anyway, which makes uploading directly to your own channel the better option.
• Cost of Vevo: Not to mention, if you want a video to be delivered to Vevo, you’ll need to pay an extra ingestion charge through a provider like Bitmax, which runs at least $500. Most artists will never recoup that cost, making it an additional and often unnecessary expense.
• Own Your Content: When you upload directly to your artist channel, your videos stay up regardless of any changes with your label or distribution partnerships. This is crucial for maintaining long-term engagement and avoiding losing all your views.
• View Count Protection: When your videos are uploaded through Vevo and you part ways with your label, you may lose those videos—and with them, all your views and engagement. Uploading directly to your channel avoids this risk and keeps your audience intact.
• YouTube Dominates Views: The vast majority of music video views—99% or more—come via YouTube, not from platforms like Vevo. When fans search for your music, they’re going straight to YouTube, making it the most important platform to control and optimize.

YouTube Analytics: Data-Driven Decisions

YouTube Analytics is a powerful tool that helps creators track their channel’s performance and understand their audience behavior in-depth. The insights gained here can guide content strategy, optimize engagement, and improve overall growth.

Key Points:

• Tracking Performance: With YouTube Analytics, you can monitor critical metrics such as views, watch time, and audience retention rates to see what content resonates with your audience. For example, if a video has a high drop-off rate after the first 30 seconds, you may want to rethink your introduction.
• Demographics: Get detailed insights into the age, gender, location, and even the devices used by your viewers. This information is essential for tailoring your content to better engage your core audience and target growth opportunities.
• Engagement & Traffic Sources: Track likes, shares, comments, and how viewers are finding your videos (search, suggested videos, external sources). Knowing what’s driving traffic allows you to optimize your promotional strategies.
• Example Use Case: If your analytics show that most of your views come from external sources like social media, consider ramping up your efforts on those platforms.

Content Consistency: Building Momentum

Consistency is key to maintaining growth on YouTube. By posting regularly, you increase the likelihood of YouTube’s algorithm recommending your content, and you stay top-of-mind with your audience.

Best Strategies:

• Set a Posting Schedule: Decide on a schedule that is sustainable for you. Weekly, bi-weekly, or even monthly content can work as long as you stick to it. YouTube’s algorithm rewards regular activity, and fans appreciate knowing when to expect new content.
• Repurposing Content: Don’t always feel pressured to create brand-new content from scratch. Repurpose long-form videos into Shorts, or take highlights from previous videos to engage your audience between major uploads.
• Example: If you post behind-the-scenes clips from your music video shoots, these could be released as a series of smaller, episodic videos while you work on your next big project.
• Teasers & Previews: Keep your audience hooked by posting teasers for upcoming videos, whether it’s through YouTube Shorts or community updates.

Collaborations: Expanding Your Audience

Collaborating with other YouTubers, musicians, or influencers can provide a boost to your channel by expanding your reach to new audiences. Partnerships with likeminded creators not only help drive more engagement but can also provide fresh perspectives that your regular viewers will appreciate.

Top Ways to Reach Out:

• Cross Promotion: When you collaborate, you tap into each other’s audiences. This cross-promotion introduces your channel to viewers who may not have discovered you otherwise.
• Content Variety: Bringing another artist or creator into your video can break up the routine of solo content. Whether it’s a joint music video, a behind-the-scenes interview, or a fan Q&A, collaborations keep content fresh and engaging.
• Strategic Partnerships: Collaborate with creators in related niches or genres. If you’re a musician, for example, partnering with a visual artist to create an animated music video can merge audiences from two different creative communities.
• Example: Popular YouTube creators often collaborate on content like challenges, discussions, or tutorials, which can increase visibility for both creators involved.