Indie + Community = The New Music Industry

Welcome back to “Unconfused,” where creativity is our weapon.

This week I’m diving into the current state of the music industry, with a spotlight on Benny The Butcher’s new project, “Excelsior.”

First off,  a quick review: 

Benny's new EP is a powerful 20-minute blast of dope bars and even doper beats. What I like most is how Benny always  blends his northern hustle vibe with the southern bounce of Atlanta. His delivery is crisp, making sure every word resonates with the listener. It’s clear he raps like a true professional, and “Excelsior” is another great example of his artistry.

Indie + Community:

What I truly want to focus on is Benny’s approach to the indie music grind and how he’s leveraging community to connect with fans. He’s not just releasing music and moving on; he’s building a movement. 

By joining his Community platform via text, I was instantly invited to save his contact card, and assured that I would be notified about upcoming shows, exclusive merch, and "all-things Benny The Butcher". Benny is an artist that actually makes me feel like a fan, so this whole experience actually excited me. 

Excelsior Merch:

Benny has curated two limited edition bundles for his fans:

Bundle 1: Benny The Butcher "Excelsior Drop Card & CD Bundle"
It includes:

- Excelsior Dropcard: A unique collectible card featuring alternate “Excelsior” artwork and an NFC chip that grants access to unreleased music and content. This card is designed for future updates, ensuring fans stay connected with Benny’s new releases throughout 2025.

- Excelsior CD: A physical copy of the EP, complete with a jewel case and a four-panel booklet that offers behind-the-scenes glimpses from the video shoots.

Bundle 2: Benny The Butcher "Free Duffel Bag Bundle"
It includes:

- Free Duffel Bag Hottie T-Shirt: Officially licensed merch available in black or white, made from 100% cotton with a relaxed fit.

- Black Soprano Family Lapel Pin: A custom metal enamel pin that represents the Black Soprano Family logo.

- Excelsior CD: Just like in the first bundle, this includes the exclusive physical release details.

The beauty of this approach lies in how Benny harnesses the power of community through platforms like indiemerchstore.com. This site helps sale his merchandise and empowers independent artists by providing them with the tools to supply their fans with official licensed merchandise.

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IndieMerchstore (@indiemerchstore) • Instagram photos and videos

So many artists are finding out the hard way that the new business model in music is figuring out how to go Direct to Consumer. Benny's approach embodies the spirit of indie creativity, showing  that building a community can be just as powerful as any major-label marketing strategy.

So, as we continue to navigate the new artistic landscape, let’s remember the importance of community and creativity. Just like Benny, we can all leverage our passions to create connections and inspire others. 

What are your thoughts on the changing music industry? Share your ideas in the comments below!

Stay unconfused, and keep creating!

Niya Beverly is a writer and designer in Atlanta, Ga. Let’s connect: https://poplme.co/niyabeverly

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