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Independent Artists The Music Industry Rewritten

Report by Mark Mulligan

12 Jul 2019

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The 20,000 Foot View: The rise of independent artists is one of the most important changes to happen to the modern recorded music business. While traditional label models still dominate, ever more artists are pursuing non-traditional alternatives, ranging from self-releasing through to joint-venture label service deals with majors. The rise of streaming has been the catalyst for independent artists, enabling them to find global audiences and to pursue their careers on their terms. There has never been a better time to be a recording artist, but the other side of the equation is that record labels need to reimagine both their value proposition to artists and their underlying business models.

Key of all consumers upload their own music or singing directly to destinations such as YouTube and Soundcloud

The total net (unique) number of music creators is million, with million on Soundcloud, million on YouTube and million on do-it-yourself (DIY) platforms

Independent artists can create their own virtual labels by choosing from a fast-growing selection of apps and services, from collaboration through to distribution

Traditional record labels have to respond to this challenge by positioning around their soft skills and personal relationships to deliver an agency-like offer for artists

Apple dominates the music production landscape with the combination of Logic Pro (used by of artists) and Garage Band (used by artists are the fastest growing part of the recorded music market, generating million in 2018, up on 2017

Artist direct (i.e. DIY) revenue was of the independent artist total with million and label services making up the remaining on million

Independent artist revenue made up of global recorded music revenue in 2018, with major label master recordings comprising and independent label masters artists are motivated by creativity and recognition, with being respected and recognised in their scene the most widely cited motivation

Artists will continue to have improved choice, with more frontline artists choosing non-traditional deals

Labels with a distribution business will fare best as they get to back both ends of the artist scale while also being able to get the most promising unsigned artists first

The entire basis of a record label is changing, with labels competing on service offerings and having less deep catalogue while artists use them as platforms for driving other revenue streams

Companies and brands mentioned in this report: Amuse, Ableton Live, ADA, Avid, AWAL, Bandcamp, Bandsintown, Believe Digital, Big Machine Music, Big Yellow Dog Music, BMG Music Rights, BuzzAngle, Caroline, CD Baby, Cooking Vinyl, Cubase, Ditto, Downtown Music Holdings, Downtown Music Publishing, EMI, Facebook, FAMM, Fast Forward, the Firepit, Fourth Floor Creative, Globe, Google, hearo.fm, Hitco, Instrumental, Kickstarter, Kobalt, Kompoz, Landr, Logic Studio, Melboss, The Music Fund, Native Instruments, NME, The Orchard, Patreon, Penske, Pledge Music, ReverbNation, Rhapsody, Rise, Rolling Stone, Sony Music, Soundcloud, Splice, Soundtrap, Trebble, Tunecore, Warner Music, Uncut, United Masters, Universal Music, Vocalizr, Wysidio, YouTube

Independent Artists The Music Industry Rewritten

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