Julia is independently produced, so she is automatically in the “indie” category. What would be crucial when developing a strategy and assets for her is not to try covering that up. It’s instinctive to attempt appearing more polished, or “professional”, but leaning into the indie pop genre where audiences praise “unfiltered, raw authenticity” is choice. This, however, doesn’t mean that a clear strategy cannot be implemented with the goal of maximum monetization. It is important to consider how artists like Del Rey and Swift came about in the early 2000s during the early Internet. Although social media played a part in popularizing the artists, those strategies are close to irrelevant today. With short-form video media being the most popular advertising tool, a new strategy has to be implemented. The recent irrelevance of the radio makes relying on social media allthemore important.