![\"IN2ITIV3](\"https:\/\/www.audiofemme.com\/wp-content\/uploads\/2020\/09\/IMG_4776-edit-1024x996.jpg\")
2020 has been a tough year for independent artists. With no touring in sight \u2013 save for a few one-off virtual performances \u2013 underground bands and solo acts have had to be creative in finding new sources of revenue and staying relevant to their fans. For Cincinnati rapper\/producer Kelby Savage<\/a>, this has meant focusing instead on the business side of his artistry, like designing a brand new website<\/a>, writing press releases and creating an electronic press kit (EPK). <\/p>\n\n\n\n \u201cSince we didn\u2019t have any, like, traditional live shows lined up, it allowed me to take more time to do all the other back-end stuff,\u201d Savage tells me on a quiet afternoon at Dive Bar. \u201cI guess my goal at the end of the day is to kind of formulate a team, but until I can get that team, I\u2019ve got to do everything myself.\u201d<\/p>\n\n\n\n Since independent artists often have to juggle many of the music industry roles supporting their art \u2013 publicist included \u2013 Savage\u2019s strides in bolstering his digital footprint (as well as that of his band, IN2ITIV3<\/a>) is an effective way to push his career forward without touring. It\u2019s also important, Savage says, in keeping his business self-sufficient. <\/p>\n\n\n\n Although the independent path is challenging, Savage says, \u201cI\u2019m not worried about somebody who\u2019s got my masters.\u201d Self-ownership was a big talking point<\/a> of Nipsey Hussle’s and recently came back into the mainstream discussion during Kanye West\u2019s latest tweet-storm<\/a>. <\/p>\n\n\n\n \u201cI was surprised to hear about these bigger artists, that are legendary, that are mad about their masters,\u201d Savage reflects on \u2018Ye. \u201cThat kind of makes me glad that I ain’t blown up yet, ’cause a lot of these artists that are huge \u2013 like Trippie Redd and stuff \u2013 they all signed to labels that got their masters. I\u2019m trying to figure out how I can get my shit going viral like them, but I ain\u2019t signing to no labels.\u201d <\/p>\n\n\n\n \u201cRuss is a prime example,\u201d he continues. \u201cI\u2019ve been studying people like him on how to do that. I always wanted to be that artist to take the long road. I\u2019ve taken this time to learn how to do all the other stuff, like the videos, designing my own album covers and being self-sufficient.\u201d<\/p>\n\n\n\n Along with building an impressive press portfolio and getting serious about self-ownership, K. Savage is also using quarantine to strengthen his and IN2ITIV3\u2019s video catalogue. The artist just recently unveiled his \u201cDanny DeVITO\u201d video and plans to continue releasing his vault of self-produced singles with accompanying visuals. <\/p>\n\n\n\n