Chris Swanson is the co-founder of Secretly Group, the influential independent music company behind labels including Secretly Canadian, Jagjaguwar, Dead Oceans, and The Numero Group. Since co-founding Secretly Canadian in 1996, Chris has helped shape the modern indie label ecosystem and built Secretly Distribution into a global force for independent artists. He’s worked with groundbreaking acts like Bon Iver and has spent nearly three decades helping artists balance creativity, commerce, and long-term career sustainability in a rapidly evolving music industry.In this episode, Chris breaks down how independent artists can navigate record labels, digital distribution, AI, and self-promotion—without losing their creativity or community.Key Takeaways:Learn why major label advances come with high expectations—and how indie labels can offer stronger long-term career development.Discover how DSPs have democratized music, what that means for independent music growth, and how to approach self-promotion strategically.Understand how to manage expectations, avoid “radical doubt,” and use AI as a tool without losing artistic identity.---→ Learn more about Chris Swanson and his work at: ckswanson.com.Book an Artist Breakthrough Session with the Modern Musician team: https://apply.modernmusician.me/podcast