For many independent artists entering the music industry today, the process of releasing music appears simple. Record a song, upload it through a distributor, and wait for the audience to discover it.
But according to Manas Baranwal, a 22-year-old founder working closely with independent musicians, that belief is one of the biggest misconceptions in the modern music ecosystem.
“Distribution makes your music available,” Manas explains. “But it doesn’t automatically build listeners or a career.”
Manas is the co-founder of DireNote Media (DNM), a platform he built alongside Aditya Mishra to support independent artists navigating the complex business side of music. Through their work with thousands of releases and artists, Manas and Aditya have developed a deeper understanding of the challenges creators face beyond simply releasing songs online.
The Distribution Misunderstanding
Streaming platforms have made global music distribution accessible to almost anyone with a finished track. While this accessibility has helped many artists enter the industry, Manas believes it has also created a misunderstanding about how success in music actually happens.
Many artists assume that uploading a song to streaming platforms is the final step.
In reality, it is only the beginning.
According to Manas, artists should approach releases with a clear strategy. Preparing promotional content, planning social media campaigns, and building anticipation among listeners before a release can significantly influence whether a song gains traction.
Without these steps, even strong music may struggle to find its audience.
The “100 Percent Royalties” Narrative
Another topic that Manas frequently discusses is the narrative around “100 percent royalties.”
Some distribution platforms promote this concept as a major advantage for artists. While the statement may appear attractive, Manas believes many musicians misunderstand how revenue actually flows within the music industry.
Music income often passes through several layers including streaming platforms, publishing systems, and collection societies. Without a proper understanding of these structures, artists may miss important revenue opportunities or misunderstand how their earnings are calculated.
For Manas and Aditya Mishra, improving transparency around these processes has become an important focus while building DNM.
Why Sustainability Is Difficult for Independent Artists
Beyond distribution and royalties, Manas believes the biggest challenge facing independent musicians today is sustainability.
Many artists dedicate their energy entirely to creating music but overlook the business infrastructure required to support long-term careers. Marketing, branding, and audience engagement have become essential elements of modern music careers.
According to Manas, success in the music industry rarely comes from a single viral moment. Instead, it is usually the result of consistent work, strategic releases, and gradual audience development.
Through their work with more than 1000 artists and labels, Manas and Aditya Mishra have seen firsthand how artists who approach their careers with a long-term mindset often achieve more sustainable results.
Rethinking the Role of Music Service Companies
Manas also believes companies operating within the music ecosystem carry a certain responsibility toward the artists they serve.
While profitability is necessary for any business, Manas argues that music companies should also focus on helping artists understand how the industry functions. Providing clear systems, transparent processes, and guidance can make a significant difference for creators who are navigating the ecosystem for the first time.
For Manas and Aditya, this philosophy has influenced how they approach building DNM.
The platform has already worked with over 1000 artists and labels and distributed more than 3000 releases, while also processing over ₹1 million in revenue since launching publicly.
But according to Manas, the purpose of building the platform goes beyond business growth.
A Passion Beyond Profit
If someone searches Manas Baranwal years from now, Manas hopes they see someone who entered the music industry not simply to build a company, but to pursue a passion and help artists pursue theirs.
Manas often says that his decision to work in the music ecosystem was not driven by the goal of making money alone.
Instead, the motivation has always been about helping artists navigate an industry that can often feel confusing or inaccessible.
“I didn’t step into the music industry just to earn money,” Manas says. “I stepped into it because I wanted artists to have a better environment to build their careers.”
For Manas and Aditya Mishra, that mission continues to shape how they approach building the future of DNM and the independent music ecosystem around it.
Manas Baranwal | Linkedin: https://www.linkedin.com/in/manasbaranwal/
Manas Baranwal | Instagram: https://www.instagram.com/dfumanas/
