2022 INDIE MUSIC INDUSTRY FORECASTER (AND 2021 WRAP UP)

It’s been a BIG, long, weird year- full of ups and downs and uncertain times. One thing is for sure though: in times like these, we turn to music for support. Our favorite artists can help us feel understood and less alone, as they put words and sound to these shared human experiences.

Though this year got funky (and continues to throw us curveballs), we did get a lot of great new songs and discovered amazing new artists. The pandemic also launched new ways for fans to connect with artists. As we’ve lived our lives online throughout COVID, it makes sense that NFTs would emerge, and that social media would begin to feel more casual as we get a glimpse at the everyday lives of our favorite artists. Additionally, fans of artists who blew up during the pandemic have been able to watch their new favorites sell out their first tours and play their first festivals. The way that we discover new music has changed as well. With many artists connecting with fans, managers, labels, and collaborators over TikTok, the platform has made a big mark and doesn’t appear to be going anywhere any time soon.

In addition to serving as a music blog, We Are: The Guard is also a label with a sister publishing company, Brill Building. Instead of just sharing our favorite new artists and thoughts on 2021, we decided to utilize our connections to reach out to some of our favorite curators and managers in the indie world. If you’re interested in what’s buzzing in the music industry, you’ve come to the right place.

Without further ado- our annual 2022 Indie Music Industry Forecaster (and 2021 Wrap Up).

 

 

CARLA TURI

Founder of Carla's Infinite Playlist on TikTok

Who was your favorite new artist of 2021 and why?

2021 was absolutely saturated with new music and artists, so I really had to think this one through. I'd say a real stand out for me was musician and producer Ethel Cain, who creates this dark, witchy, ethereal music that doesn't really fit into any box/genre. After discovering her single "Crush" followed by her album "Inbred," I was hooked. Her music is so unique, and unlike anything I hear coming out these days, which I can really appreciate since a lot of music these days sounds the same. I'm really looking forward to watching her evolve! Other artists I REALLY enjoyed discovering this year are Arooj Aftab (who just received a Grammy nomination for Best New Artist <3), Maple Glider, and Leith Ross.

 

Who is an emerging artist who you think will break out in 2022?

I'm definitely biased, but my management client, band Hotel Fiction, are working on some special projects that we're really looking forward to seeing the light next year! Other musicians I see breaking through the glass are cybertrash, Silas Short, Etta Marcus, Gerry, Wet Leg, and MICHELLE.

 

Is there a new trend that you predict will play a big role in the industry in 2022 and beyond?

I see artists and industry professionals continuing to bend the rules and break away from the "traditional" way that things have been done in the music industry, especially as it pertains to marketing and A&R. I also see many artists moving more towards independent distribution and representation.

 

Are there any new technologies and / or platforms that you think will be huge and/or gain even more traction in 2022? If yes, how artists should prepare, invest, and take note of?

I see NFT-based music streaming platforms really kicking off in 2022. Specifically Audius, which is a blockchain music platform that allows artists to connect directly with fans, while also letting them keep a large portion of their revenue, unlike the steep cuts taken by most DSP's. I actually started curating playlists on there, so feel free to follow me at @CarlasPlaylists :)

 

ETHEL CAIN - CRUSH

 

PEYTON MAREK

Artist Manager/Partner at RM 64

Who was your favorite new artist of 2021 and why?

Loved the Del Water Gap record and roll-out. Holden's approach to his fans and how he precisely released each piece into an EP first was very smart. I loved the entire creative around it as well; merch, artwork, digitally, etc. it was impeccable and genuine. You can tell he cares a lot about his art and how much his audience is supporting it.

 

Who is an emerging artist who you think will break out in 2022?

Pink Pantheress and Wet Leg!! Love them both. I cannot wait to see live shows.

 

Is there a new trend that you predict will play a big role in the industry in 2022 and beyond?

More algorithmic playlisting...we shall see!

 

Are there any new technologies and / or platforms that you think will be huge and/or gain even more traction in 2022? If yes, how artists should prepare, invest, and take note of?

Community's texting app has been incredible in terms of tour ticket pre-sales, giving fans exclusive first looks at videos, first listens of music; allowing fans to choose vinyl colors, artwork, etc. Involving the fans in decisions and letting them speak + share their input.

 

DEL WATER GAP - PERFUME

 

ARIELLE TINDEL

General Manager / A&R / Creative @ WATG + Brill Building Music Publishing

 

Who was your favorite new artist of 2021 and why?

With her debut album, "Collapsed in Sunbeams," Arlo Parks is my favorite new artist of 2021. She had a massive year and it's been so fun to watch her blow up. From sold out tour dates, opening for Billie Eilish, Brit Awards, to Grammy Nominations, it's nothing short of refreshing to see her come out on top for no reason other than making GREAT music. Like there's no gimmick here really- no lucky viral moment, the music just speaks for itself and came at exactly the right time. And on a totally different note, glaive! Makes perfect sense why hyperpop + teen angst after a global pandemic / historic event resonated with listeners.

 

Who is an emerging artist who you think will break out in 2022?

Boyish. Their EP We're all gonna die, but here's my contribution was a great intro to what they're capable of. With a new single released on R&R Digital, tour dates with spill tab, Remo Drive, and Jordana, they're poised for a big year and becoming a household name in the indie world.

 

Is there a new trend that you predict will play a big role in the industry in 2022 and beyond?

This pop-punk revival thing is really cool, and I have a feeling it will stick around and continue to meld into other genres. Big fan of the punk/hip hop crossovers, too. There's a culture, a community, and strong visual identity that comes with those genres. Lends itself well to exciting live performances, so I think that will continue to grow in 2022.

 

Are there any new technologies and / or platforms that you think will be huge and/or gain even more traction in 2022? If yes, how artists should prepare, invest, and take note of?

NFTs are definitely something to pay attention to. It's an exciting way that fans can invest in their favorite artists, and also have proof that they were early to the party! Excited to launch our first WATG collection very soon.

 

ARLO PARKS - HOPE

 

CHARLOTTE STACK

Music Writer and Curator / We Are: The Guard

 

Who was your favorite new artist of 2021 and why?

My new favorite artist of 2021 is Remi Wolf. I have been watching her for a couple years now, but she has effortlessly made her way to the top of my year-end favorite artists list. Remi Wolf is an expert in maximalism, and has proven that great music is so much more than the existence of meaningful lyrics and instrumentation - it is about the conviction in which those lyrics are sung and the way those instruments demand that you dance. Another aspect of Remi Wolf that I love is how her visual identity and brand match her personality and sound. She and her music embody bright colors, mixing patterns, and being unafraid of self expression. Remi Wolf has made my year shine.

 

Who is an emerging artist who you think will break out in 2022?

An emerging artist that I think will break out in 2022 is mazie. She and her team at Good Boy Records are without a double the most creative, hardworking people that I have the pleasure of knowing. Nothing has made me happier this year than watching their hard work not only pay off, but also resonate with hundreds of thousands of people across the word. She just finished up touring with COIN, and I have a really good feeling that she will be skyrocketing to pop stardom in the coming year. Dare I say I know she will.

 

Is there a new trend that you predict will play a big role in the industry in 2022 and beyond?

I won't be shocked if more and more artists emerge in 2022 whose music doesn't subscribe to any set genres. So many emerging artists have found their success in making music that incorporates aspects of multiple genres into a song or record that nobody has truly heard before. As the walls of genres continue to fall, music becomes more and more creative and I am so excited to see where the future of music is headed.

 

Are there any new technologies and / or platforms that you think will be huge and/or gain even more traction in 2022? If yes, how artists should prepare, invest, and take note of?

I think that Taylor Swift has started a really important conversation around rights ownership and I hope that her outspokenness on the topic will strike a chord with independent artists looking to take their careers to the next level. TikTok plays such a large role in music discovery and aspiring artists are now going viral overnight. When these artists suddenly find themselves as a major label's number one priority, it could be tempting to sign the first contract that is waved in front of their faces. If you are an artist in this situation: PLEASE, GET A LAWYER. Artist attorneys exist to combat this situation, and will help you make the best decision for your long term success.

On the topic of TikTok, I think it is vital that any artists sharing their music on the platform have a plan for if they become an overnight sensation. Not knowing how to leverage newfound attention to develop an attentive fanbase is just as bad as signing the first contract that comes your way. Just remember to stay true to yourself and to prioritize your music and artistic integrity ahead of a record deal that you don't feel completely confident in. You will thank yourself later.

 

REMI WOLF - SEXY VILLAIN

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For more of our favorite tunes, check out our Weekly Indie A&R Chart Playlist on Spotify. Stay safe and healthy this holiday season!

Arielle Tindel is from Cleveland, Ohio. She recently graduated from Berklee College of Music with degrees in Music Business Marketing and Songwriting. In her free time, Arielle can be found gardening or playing bass.