Girl Named Tom — siblings Bekah, Josh, and Caleb — grew up in the small town of Pettisville, Ohio. They formed their band in 2019, not long after their dad fell ill and before any of them had scattered to medical school. Seven years later, they’ve won The Voice, topped the iTunes charts, released two independent full-length albums, built a devoted fan community, and figured out — largely on their own — how to turn music into a sustainable career.
We sat down with all three to talk through their latest album Dust to Dust, how they think about releasing and promoting music as independent artists, and the hard-won lessons they want to pass on to others building their own paths.
Start with a vision and document it
Before the Dust to Dust campaign began, the band created a shared vision document: a Canva presentation that mapped out what the album was, what they wanted it to accomplish, and who they needed help from.
This is something any independent artist can do — regardless of team size or budget. A clear document that captures your artistic vision and release goals helps you stay aligned internally and communicate efficiently with collaborators. Within the document, aim to define what the release is about and set concrete, specific goals (streaming benchmarks, merch sales, press coverage etc.).
Plant seeds and harvest the momentum
Girl Named Tom won The Voice in 2021. The day after the finale aired, their album was charting at number one on iTunes. But Josh was quick to point out that the lesson isn’t “get on a TV show.” It’s about recognizing windows and being prepared to capitalize on them.
Think about what momentum triggers exist in your own career: a live show, a sync placement, a viral video, a blog feature, a support slot on a bigger tour. When those windows open, have something ready to release or promote. Don’t let the moment pass without a plan.
Make a short list of upcoming moments in your calendar where you expect heightened visibility. Plan at least one release, campaign, or announcement to coincide with each one.
Give your work a framework to stay focused
One of the more distinct creative decisions Girl Named Tom made was structuring their albums around the four elements: Wilder Then (water), Dust to Dust (earth), with two more to come. This gives each release a context and a sense of continuity – both of which can help drive momentum.
A framework like this does double duty: it keeps you creatively focused and gives your audience a reason to come back. Even if you’re not making concept albums, you can build frameworks around themes, visual aesthetics, production approaches, or sonic eras that make your releases cohere.
Don’t rely on social media to reach your fans
Girl Named Tom are candid about the limits of social media as a fan engagement channel. Bekah noted that most of their Instagram posts reach 80% non-followers — meaning the platform is more useful for discovery than for keeping existing fans close.
That’s why the band created an email and SMS text list to let fans know about new releases, merch drops, and more – without having to contend with the algorithm.
The lesson here is practical: build direct lines to your fans. Email and text lists aren’t glamorous, but they’re yours. You own them. No algorithm stands between you and your audience.
- Collect emails and/or phone numbers at every live show
- Use a text messaging platform to send show announcements and release news directly to fans
- Treat social media as a discovery tool, not your primary fan communication channel
Build your fanbase by playing live
Girl Named Tom started with house shows — six people in a living room, folding chairs, “maybe 20 on a good night.” They still do meet-and-greets after every show. Their conviction about the value of live performance hasn’t changed since those early days.
Live performance isn’t just a revenue stream — it’s where you build the community that sustains everything else. The email list, the word-of-mouth, the content — all of it flows from showing up in a room with real people.
Key Takeaways
- Make a written vision document before every release — get yourself and your collaborators aligned
- Identify momentum windows and have something ready to release or promote when they come
- Give your work a long-term framework that rewards fans who follow you across releases
- Build direct fan communication channels — email and text lists — that you own
- Start a membership or fan club program using content you already have
- Work with collaborators who amplify your vision, not replace it
- Play live as often as you can — the real fan relationships start there
Get your music heard with CD Baby
Ready to start your next release? Girl Named Tom’s journey is proof that independent artists can build something real — on their own terms, with the right tools behind them.
CD Baby helps you get there. Creating an account is free, and with affordable pay-per-release pricing and distribution to more than 150 platforms worldwide — including Spotify, Apple Music, and YouTube — you can put your music in front of fans everywhere without giving up ownership or waiting for someone else’s permission.