Indie Artist Development Insights: Q&A with Tiéce Edwards, Founder of Snap & Boom

Snap & Boom is an artist development agency dedicated to supporting and celebrating creatives from overlooked and marginalised communities. With a focus on providing opportunities for artists, Snap & Boom equips independent musicians with the tools they need to thrive in today’s music landscape. We had the privilege of speaking with founder Tiéce Edwards to discuss artist development, the challenges currently facing indie artists, navigating playlist placement and music promotion, and how both independent artists and music industry professionals can build sustainable, lucrative music careers. Let’s crack on!

Please introduce yourself:

Hi, I’m Tiéce. I’m the founder, CEO and Executive Director of Artist Development at Snap & Boom. Born and raised in the UK, I now live in the UAE and have been living here for almost 11 years. I love music, laughing (who doesn’t love a good belly-laugh?!), fitness, travel and food.

What inspired you to found Snap & Boom, and what sets it apart from other artist development agencies?

The concept for Snap & Boom was born in 2014 when I envisioned creating a platform that offered creative services to artists from underrepresented communities. Initially, I wasn’t solely focused on music; I explored various industries, including working with a young fashion model to enhance her professional portfolio. This model went on to become Miss Zimbabwe 2017, which made me realise the positive impact I could have on others and their careers. It was a clear sign that I had the potential to help creatives reach their goals and break into spaces that often lacked diversity and representation. However, my true passion was in music, and I knew that one day Snap & Boom would be dedicated entirely to the music industry.

I allowed Snap & Boom to simmer for a few years while I gained more music-related knowledge and experience, eventually completing my music master’s degree in 2021. At that point, I knew it was time to revive Snap & Boom and officially launch it as an artist development agency, focused on supporting and celebrating creatives from overlooked and marginalised communities.

To me, “artist development” is an intricate process. It’s not just about helping artists promote their music to different audiences; it’s about dissecting their artistry, identifying strengths and weaknesses, and building on every aspect of their craft. This includes everything from vocal training and movement to perfecting songwriting and establishing a core brand identity. 

Snap & Boom helps artists navigate today’s music business by hosting workshops, sharing resources, and offering consultations. What sets us apart is our commitment to empowering and equipping DIY artists who often feel overlooked due to their demographic or cultural background. We’re driven by the goal of making the music industry a more diverse, safe, and fair space from top to bottom and bottom to top.

How have your experiences with major artists and events, along with your work across various aspects of the music industry, influenced your vision for Snap & Boom?

I’m often inspired by the major artists I work with, as it allows me to witness firsthand the hard work and passion that goes into building a sustainable music career. One thing that stands out to me is how crucial it is to have a trustworthy team to reach that level of success. That's why I believe it's essential for all artists, no matter where they are in their journey, to have access to safe and creative spaces. This is where Snap & Boom plays a pivotal role. I like to think I've created a platform that celebrates diversity and authenticity, empowering our clients within a transparent and trustworthy environment. Working with artists who can effortlessly sell out arenas and stadiums only fuels my determination to help my clients - often DIY artists - achieve those same milestones.

What are the most common challenges independent artists face with their brand and music, and how does Snap & Boom help address these challenges?

Many DIY and independent artists that Snap & Boom work with often struggle to understand the fine print of today’s music business. They may release music without fully grasping the contracts they’ve signed with distributors, lack knowledge of the royalties owed to them, or be unaware of the process for clearing samples before use. Additionally, they might not recognise the importance of artist-fan interaction, be unfamiliar with key phrases like “metadata” or “split sheets,” or know how to leverage their achievements to secure favourable deals. 

At Snap & Boom, we tackle these common challenges by making resources and information highly accessible. We host workshops with industry experts, offer music business consultations, and ensure that we educate our clients throughout the artist development process. By equipping artists with these tools, our goal is to help them navigate the industry with confidence and build sustainable, lucrative music careers.

Could you share a career highlight where you/Snap & Boom played a key role in enhancing an artist's visibility?

I’m incredibly proud of my clients’ achievements. While I provide the scaffolding, they do the majority of the heavy lifting. It was an honour to support and be part of Shilpa Ananth’s journey, especially when she opened for the Balimaya Project in Abu Dhabi. Witnessing her perform her music to a large audience alongside highly respected musicians was truly magical. Additionally, working with her to secure a sync placement with NBC was a special moment. It’s deeply gratifying to see hard work pay off!

What key factors should independent artists consider when planning an international tour, based on your experience producing tours across the UK and South Asia?

The first step is to have a clear strategy and a solid understanding of the market you're targeting. It's crucial to identify what attracts you to this market and how you can maximise your reach and impact once you're there. This should be paired with a focus on financial planning and budgeting, including calculating expenses and potential ROI. For instance, some artists may find that touring with their own band isn't financially viable, so they opt to source musicians locally. While this can attract new audiences, it also raises questions: Have you allowed enough time to rehearse in the touring cities? Will the local musicians be able to learn your music and perform it to the same standard as your own band?

Next, I tell artists to consider their timeline and locations. I always advise artists to space out dates when possible. This allows for travel time between cities, healthy downtime, and any necessary additional rehearsals. Choosing the right locations and venues is also crucial; in short, the tour needs to make sense strategically and create opportunities for the artist to expand their fanbase.

How can independent artists leverage playlist placements, and how does Snap & Boom assist with this process?

Playlists are a powerful tool for reaching new listeners worldwide and increasing streaming revenue, particularly when an artist lands on an editorial playlist. At Snap & Boom, we offer artists a comprehensive DIY release strategy that emphasises the importance of allowing sufficient time before the official release date to upload music and pitch to playlists effectively. We also ensure that artists prioritise uploading high-quality music and entering accurate metadata to maximise the benefits of their release/playlist placements.

What emerging trends in music marketing should independent artists watch for in the coming year?

While it's not exactly a new trend, building genuine connections with superfans is gaining more attention. Embracing direct-to-fan interaction is a powerful marketing tool for artists. We’re seeing more artists use online platforms to connect directly with fans and promote new music—not just by posting on an Instagram grid to thousands of followers, but by identifying their true fans and creating more intimate, exclusive spaces for interaction, both online and offline. This could involve hosting free listening sessions (virtual or in-person), offering exclusive fan-designed merchandise, or adding fans to your "close friends" group on Instagram (kudos to Billie Eilish).

What are the top three strategies you recommend for independent artists to advance their careers in the music industry?

1. Master your craft and keep evolving: It's not uncommon for artists to hesitate when I mention "artist development," as many believe that taking vocal lessons or dance sessions implies they're not "good enough." However, it's crucial to have a development roadmap and seek opportunities to grow and reach your full potential.

2. Be consistent: Develop a plan that allows you to consistently maintain a presence. In the early stages of their careers, artists need to build visibility and presence. Releasing a single song and then disappearing for an extended period isn’t an effective way to grow or engage an audience.

3. Promote your music with a clear release strategy: This ties into my earlier point about consistency, but it’s disheartening to see artists put so much effort into a project, only to fall short in the post-release phase. Releasing a song and then sporadically posting about it on Instagram and Facebook is not an effective way to promote your music.

What’s your favourite song on your playlist right now?

Happy Survival by Childish Gambino. I just love the peaceful minimalist vibe it radiates. 

What exciting plans or projects does Snap & Boom have for the rest of the year and into 2025?

We have several online workshops in the pipeline, and I'm currently in discussions with potential collaborators for our upcoming retreat - soo excited about this. Snap & Boom is also in the process of onboarding our first cohort of artists for our artist development program, "The Booth”.  Additionally, we’ll be releasing some exclusive resources and DIY artist guides soon.

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Follow Snap & Boom:

Website: https://www.snapandboom.com/

Instagram: https://www.instagram.com/snap_and_boom/