Own·Keep·Est 2026
Toy
Soldiers
Own your audience. Keep what's yours
The direct-to-fan platform built for independent artists — the mixes, the dates, the fan list, the tracks and the merch, in one place you control. By the creators, for the world.
Get started→The Problem
Social platforms were built for everyone. They don't serve creators
Where the audience lives
- A black box decides who gets seen — and sells the fix back as "promotion".
- The platform owns the relationship with your audience, not you.
- Attention is the product. The artist is the raw material.
UK grassroots venues making no profit · 2025
The infrastructure around independent artists is failing offline as well as on. Same story in Berlin, Lagos, São Paulo and Manchester.
One Place They Control
One page. Music, video, downloads, merch, tickets
- 01
One page
Music, video, downloads, merch and tickets — everything you make, in one place your fans control.
- 02
The fan list you own
Your crowd, exportable any time. Nobody stands between you and the people who follow you.
- 03
Dates
Add a gig and it’s on your page in seconds. Tickets link out to where you already sell them — no fee.
- 01
Tell your crowd
One message straight to the people who asked to hear from you. No algorithm deciding who sees it.
- 02
0% on the music
Every stream, every sale — the artist keeps it. Your music is not our business model.
- 03
Live
Stream your set with tips and chat in real time, direct to the room.
This is what one looks like
Liverpool, UK
Tech House · House · Techno
Latest drop
Night Shift
3:42 · 132 BPM · F min
Next date
24 Oct
24 Kitchen Street · Liverpool
Shop
Crowd
2,431
Followers
392
Core fans
The Model
Your music is not our business model
Upload it. Fans stream it or buy it — every penny is yours. We earn on merch and tickets, where an artist is already paying someone. No asterisk.
Music
Streamed or sold, the artist keeps all of it — we absorb the card cost.
Merch
Made to order, shipped worldwide. Half what a venue takes.
Tickets
Charged to the buyer, not the artist — links out to where you sell.
Zero isn't generosity — it's arithmetic
1.5% + 20p = 24.5p on £3
1.5% + 20p = 80p on a £40 top-up
The fixed 20p does the damage on a small sale. Fans load a balance once — the fee is paid once, not on every track — so the artist can keep 100% of the music.
Why Now
Fans buy where they listen. Nobody built it for music
TikTok Shop GMV, 2025 — roughly double the year before
- Direct
- Email and broadcast lists are working again.
- Payouts
- Payouts now reach artists in most markets.
- Print on demand
- Merch with no inventory, anywhere in the world.
- Discover
- Genre · BPM · Key — real filters, not metadata.
Find your collaborator. A marketplace where a track's collaborators find each other before release.
Browse marketplace→The Difference
The old way vs. the Toy Soldiers way
The old way
A black box decides who sees you
Platforms own your audience
They take a cut of everything
Attention is the product
The Toy Soldiers way
A feed you can actually see
You own your audience — and your list
0% on your music — you keep it
The relationship is the point
In Summary
Own your audience. Keep what's yours
0% on the music · You keep the list · 100K+ artists