UNESCO (1982) has identified boosting cultural and creative industries such as film, music, publishing and video games as a sound strategy to diversify a region's economy and broaden its cultural capital. Countries like Colombia have created laws and policies to support cultural production; however, using culture and creative talent for business comes with its own set of challenges. Many of these problems are present on a stage defined as circulation (Hesmondhalgh, 2013), because this part of the value chain is where the main economic power lies and where new ventures typically innovate. I studied the strategies used by Colombian independent musicians and producers to circulate content. To achieve this, a series of interviews with musicians was conducted. Afterwards, the data was analyzed to describe how the approaches to circulation affect other stages in the value chain of the music business. The framework for this analysis consisted of the guidelines utilized for the development of cultural industries provided by UNESCO (UNESCO, 2009; UNESCO, 2013), Colombian policies and laws, and current theories on the matter. The results of this study can provide value for cultural policy-makers, musicians, entrepreneurs and other researchers in the field.