6 Things We Look For In An Identity Music Artist

As an Identity Music artist, not only do you get the digital distribution to streaming platforms your music needs, you also get industry-leading client support, access to promotional support, digital rights management and publishing administration.

Since we invest so much into the success of our clients, we unfortunately can’t work with every independent artist or label who wants to work with us. To make sure we can give as much support as possible to every client, we work on an invite-only basis – meaning that if you want to work with us at Identity Music, you must submit an application here.

One of the most common questions we get asked is, ‘What makes an application successful?’ – and while there’s no template for the ‘perfect’ application, there are a few things we like to see…

Number One: an amazing independent music catalogue

The number one most important thing for the strength of your application to Identity Music is that you’re releasing amazing independent music.

It doesn’t matter what genre it is, which editorial playlists you’ve featured in, or how long you’ve been making music – what matters most is the music itself.

When submitting your application, sending us a link to your streaming profiles (like Spotify, Apple Music, Amazon Music or any other platforms you’re actively using) is the best way for us to get an idea of the music you’re releasing – but if you haven’t released anything yet, send us a link to your audio file instead!

Number Two: no AI usage or artificial streaming

As a partner to the world’s biggest streaming platforms, we’re trusted to deliver the highest quality independent music – and make sure that music doesn’t bend or break the rules.

All applicants are screened by our A&R team who, amongst many other things, identify any suspicious streaming activity and any AI usage.

If we suspect that your music has been the target of artificial streaming and is therefore in contravention of streaming platform rules, we won’t be able to pursue your application any further.

Music that has been exclusively created using AI tools, while not explicitly against streaming platform guidelines, is something we also won’t distribute. As champions of independent artists and labels, we value authenticity and originality in the creative process. AI tools are often ‘taught’ using existing music, most of which is accessed without proper licensing – when you use AI tools to create music, you’re relying on existing works created by other artists without permission and without properly attributing those creators.

You can find more about our stance on AI-generated music here.

Number Three: an active social media presence

We know social media isn’t everyone’s favourite thing, but if you’re serious about growing your music career using social media actively is pretty much a necessity in 2025 and beyond.

Marketing your music doesn’t have to just be social media – but the reach your music can achieve on social media platforms isn’t something you want to miss out on!

When submitting your application to Identity Music, make sure to include links to your social media profiles. Not only does seeing your socials give us an idea of how effective your music marketing is, it also gives us a chance to get to know you better too!

Number Four: engaged and active fans

Whether it’s fans adding your music to their Spotify playlists or fans actively engaging with your social media content, we want to see people enjoying your music!

Going hand-in-hand with an active social media presence, we believe music should be a two-way interaction between you, the creator, and your fans. The more engaged your fanbase is, the more successful your future releases will be, so if you’re struggling to get traction with your music, focus on developing an engaged audience and the rest will follow!

Number Five: a consistent release schedule

You don’t have to be releasing a fully-produced album every week, but we do like to see reasonably regular releases from our artists.

Not only does this keep your fans engaged with your music, it also gives you more opportunities for editorial playlist pitching (which we do for you!), collaborating with other artists, and, ultimately, getting more streams of your music.

When submitting your application, outlining your rough release schedule for the next few months can be really helpful for us!

Number Six: a drive to grow your music career!

The last piece of the puzzle: your enthusiasm! We love working with independent artists and labels for so many reasons, but one of the biggest reasons is your enthusiasm, drive and determination.

Demonstrating your commitment to Numbers One to Five gives us a good sense of your commitment to your music career – but make the most of the additional information section in your application form to give us any extra details about your goals, your dreams and your future plans.

Think you’ve got what it takes?

We’d love to hear from you! Head over here to apply for distribution with Identity Music – a member of our A&R team will review your application and get back to you if you’re successful!