In May 2016, Chance the Rapper released his third mixtape, “Coloring Book.” Before the release, Chance was a hip-hop artist from Chicago who had already released two mixtapes, “10 Day” and “Acid Rap,” the latter of which gained him national attention and hordes of fans. He turned that attention into collaborations with Kanye West, a nationwide tour and an incredible amount of hype for “Coloring Book.”

Fast forward to the 59th Annual Grammy Awards, where Chance the Rapper won three Grammys, including Best New Artist, Best Rap Album and Best Rap Performance. Oh, did I mention that he did all of this without selling one record or being signed to a major record label?

Looking at the enormous success of Chance the Rapper offers us a chance to re-evaluate how a new artist can become successful in the music industry. In the past, artists had to sign to major record labels, like Universal or Sony, in order to succeed. But now, with innovative music technology and simpler avenues to releasing music, the path to success as an independent artist is more possible than ever.

Signing to a major record company now has major benefits. There is a healthy amount of capital for creating, marketing and distributing music, powerful connections in the music industry, and once you sign, you have that company’s reputation and credibility behind you. These advantages are huge for artists hoping to become superstars.

But amid these advantages are also toxic negatives. Typically, record deals heavily favor the company when it comes to collecting profits. It can be difficult to negotiate a healthy deal with a multimillion-dollar company that has better lawyers and much more negotiating power. You may lose ownership of your music, or the company could take a large percentage of every dollar you make. Record deals can be beneficial, but there is an enormous amount of risk and negotiating to be done if you want to get a lucrative deal.

If you do get signed, there are also many problems that can arise once becoming a company’s artist. Record companies are businesses, and they are run as such. You are not their only artist, and it is easy to become overshadowed or lost in a sea of newly-signed artists. There is also the issue of control. Many record companies exercise almost excessive control over their artists. This can be done creatively by deciding what their sound is or how many tracks their album can be. It can also be done by how they market an artist and how they brand someone’s music and image.

So what’s the alternative?

The alternative is going it on your own, whether that means you are completely independent or sign to a small, independent label. Setting out completely alone seems daunting, but it is easier than you may think. Music technology has only gotten cheaper and easier to access over the past few decades. With a Google search, you can quickly learn how to set up your own personal, at-home studio and cheaply buy the equipment to do that.

Anyone who has a Mac has free access to GarageBand, a program that was designed to be a “music creation studio right inside your Mac.” There are also other software programs, like ProTools, that are cheaper alternatives to expensive, professional studios. The best part is that these alternatives sound just as polished and professional as a legitimate studio.

Distributing music is also becoming increasingly simple. There are multiple streaming services, like SoundCloud and YouTube, that allow artists to freely upload their music to. Websites like DistroKid allow independent artists to cheaply distribute their music across major platforms, like Apple Music and Spotify. Social media has also become an important place for artists to gain exposure. Twitter and Facebook are easy and free places to market your music to thousands of people without leaving your living room.

One of the most important aspects of being independent is the control you have. You have complete control over how you make your music and how you brand yourself. This can result in a higher quality of music that isn’t made simply to be a hit. 

The bottom line is that making it on your own has never been easier. This change in creating music has opened up opportunities for independent artists to have substantial success without sacrificing their creativity or money. Being an independent artist is a completely legitimate way to become successful in the music industry.

Artists with the right drive and motivation can find ways to become successful on their own and without sacrificing their talent. Signing to a major record label is no longer a requirement for success, but rather an option. It will take more time and dedication, but in the end, it will result in more musical freedom and improved sound.