How Underground Labels Build Fanbases

How Underground Labels Build Fanbases Without Spotify

Spotify is part of the game, but it’s not the whole story. Especially not in the underground.

A lot of labels are waking up to the fact that relying on one platform, one algorithm, or one playlist isn’t sustainable. Streams don’t always mean fans. And fans don’t always live on Spotify.

The labels that last are the ones building outside the system. Here’s how they’re doing it.

SoundCloud isn’t dead

It’s fast, it’s direct, and it still works, especially for DJs, producers, and fans who actually dig.

Unreleased tracks, bootlegs, DJ sets, podcasts, premieres… this is the stuff that keeps a label alive between big releases. And it’s all native to SoundCloud. No waiting for DSP approval, no trying to squeeze into a curated playlist. Just post, share, repeat.

For underground labels, SoundCloud is still the heartbeat.

Bandcamp is where the support is

If you’re trying to build a fanbase that actually shows up, buys merch, grabs a digital release, subscribes, Bandcamp is essential.

It’s not just about the money. It’s about building a culture. Selling unreleased packs, offering early access, running label subscriptions, these things create real connection.

And that connection? It’s worth way more than 0.003 per stream.

Email still hits

Instagram reach is unpredictable. TikTok might get you views, but not loyalty.

Email, on the other hand, is simple. One message. Straight to your people. No middleman.

Labels with even a small email list have more control than those with 10,000 followers and no idea who they are.

Want to build something long-term? Get people on your list.

Closed spaces build loyalty

Telegram channels. Discord servers. Invite-only groups.

These aren’t hype, they’re retention machines. Labels are creating spaces where their community can actually talk, share tracks, hear previews, get involved.

Fans stick around because they feel like they’re in something. Not just watching from a distance.

Spotify is still useful, but it’s not the core

Yeah, it’s good for reach. It helps with exposure, legitimacy, stats.

But if you’re building everything around Spotify, you’re building on rented land.

Let it do what it’s good at. But put your energy into the things you own.

At OBSCUUR, we do it our way

We release on streaming platforms, of course. But the real action happens on our SoundCloud, our newsletter, our own website.

We believe in building scenes, not just numbers. And that means making music for the people who care, not the algorithm.

If you’re into that too, stick around. We’ve got a lot coming.