#332 - Chris Swanson: AI in Music — Opportunity or Threat for Indie Artists?

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.

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→ Learn more about Chris Swanson and his work at: ckswanson.com.

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