Indie Music Execs Talk Biggest Industry Changes

I think the opportunities for independent artists have exploded of late. Even in the country space, the emergence of Jelly Roll and Shaboozey show that the best and most exciting music will often get its chance.

Major label-driven consolidation has had a big impact on the independent music community. Finding truly independent routes to physical and digital marketplaces has become increasingly challenging. In addition, the general global events have increased the levels of uncertainty and complexities that all parties are faced with.

You can see more talent being indie in their respective fields, such as journalists, gamers, musicians, financial experts, influencers, etc. Talent is bypassing big companies to build boutique businesses that are niche. The niche markets have exploded independence across all business sectors, including music.

Independent music has grown in importance greatly across the past few years, with increased market share and dominance at the DSPs in terms of numbers of artists making an impact globally. So much so that the majors have continued their previous actions, acquiring a number of independents (labels, publishers and distributors), raising the question of who is really independent anymore. Symphonic is proud of our independent music roots as we continue to operate outside of the major label systems, bringing value to our independent labels and artists who have chosen ownership and control as their path forward.

The increased visibility of artists across different labels and genres. While global charts were once dominated by big-name artists in hip-hop or pop, we now see a vibrant mix of musical styles coming from artists of various nationalities and cultures, making global waves. Whether it’s K-pop, Latin music or Afrobeats, artists from every corner of the world are finding success and connecting with international audiences like never before. Another important change is the increasing fluidity of genre boundaries. The lines that once defined genres have blurred, with artists frequently experimenting and blending elements from multiple styles into their music. This fusion has led to the creation of entirely new sounds, and listeners are more open to exploring diverse musical experiences.

While the independent sector continues to thrive, major label consolidation has provided fewer good choices for labels wishing to stay truly independent. We stand firm in our belief that a healthy industry needs healthy alternatives to those systems, and we are determined to continue investing in strengthening our community and providing a viable, well-funded and effective alternative.

The power is now in the hands of the creators. If you’re authentic and connect with your people, you can take your vision global — even without a major label. For us, it’s about telling real stories from the Mexican-American experience. That identity used to be ignored — now it’s leading the charts.

In our Latin music world, what was confined to Regional Mexican music now has evolved to this new great sound, a blend of genres like urban reggaeton, trap, hip-hop and now electronic (House Tumbado). Everything has shifted, and now independent artists do not depend on major labels for exposure and distribution. The direct access to platforms like TikTok and Instagram plays a big role in viral music without traditional gatekeepers.

We’re seeing more and more artists gaining significant recognition online before signing a label or distribution deal. This is creating new pathways to debut and grow as an artist, making the independent music world an increasingly exciting space. The explosive growth of genres like K-pop and Latin music are prime examples, but also in hip-hop as well — new artists are emerging with strong influence built in digital environments.
The very definition of what it means to be an artist is evolving, and so are the expectations placed on the industry. In many ways, the music business might be beginning to resemble the role of a venture capital firm — not only as a support system but as a true business partner in an artist’s journey.

Music discovery has undergone a seismic shift in recent years, creating a more level playing field for independent artists. The rise of algorithm-driven platforms and short-form video platforms like TikTok has enabled independent music to achieve viral moments that have often translated into massive streaming success, sometimes rivaling that of major label acts. However, while virality offers unprecedented exposure, it does not offer sustainability for long-term career development. More than ever, independent labels have a responsibility to invest in artist storytelling and brand-building initiatives to generate real fan engagement.

The independent game is stronger than ever. Artists are moving smarter — they’re building real businesses, leveraging tech and tapping into major opportunities without losing their freedom. Independence isn’t just an option anymore — it’s the blueprint.

Some artists used to view independence as a harder path — now it feels like the smarter one. Artists are waking up to their value. They want ownership, they want freedom and they want to be able to build something that lasts. Dolph laid that blueprint. What started with him became a full-fledged movement, and now PRE is a platform where young voices can win on their own terms.

Musicians’ creative controls continue to grow, and genres are more boundaryless than ever, leading to truly unique artistry. As a result, we find ourselves in a fiercely competitive market, as there is more focus than ever on the independent space. Through it all, our ultimate goal is always to build longevity and careers.

One area that has been exciting is how local music has continued to grow from strength to strength, becoming a dominant force around the world — and primarily driven by the independent sector. We have been particularly well-positioned on this development, working with local independent producers, artists and labels who are helping to shape the next generation of talent, supercharged by the power of digital and what that can bring.  

This growth also highlights our responsibility to nurture local music scenes so new genres can thrive, cultural diversity can proliferate and we can help develop the generation coming through — something which has become even clearer in the face of industry-wide consolidation. In an era where more artists are making their livelihood from their music, this mission is more essential than ever: to offer artists and labels around the world a true alternative.

The bar’s higher — and that’s a good thing. Five years ago, getting your music on DSPs was the win. Today, that’s just step one. Artists are expected to run full campaigns, build communities and think globally from the jump. The tools are more available, but so is the competition. What’s changed is that artists can now operate with the precision of a label, if they have the right strategy and support. The definition of “independent” isn’t scrappy anymore — it’s strategic.

The independent community often finds itself squeezed on all sides or caught between interests, and global economic issues are not helping. On one hand, independent businesses and entrepreneurs (like other SMEs) face an outsized impact from increased costs of business and reduced spend by fans, plus tariffs and (for the U.K.) post-Brexit issues affecting manufacturing and shipping physical products. Artists see disproportionate profits and shareholder payouts for large corporations and understandably call for change. At the same time, many independent labels have had margins depleted by attrition and in some cases de-monetisation in streaming, with emerging, niche and diverse music taking the brunt.

The independent world has evolved from being a counterpoint to the majors to being a global and vital ecosystem. In the past, the majors’ consolidation strategies created pressure — especially regarding physical distribution — to which indies responded with creativity and agility. Today, while majors and indies may share tools and platforms, their missions remain distinct. Independents focus on ownership, cultural conviction and long-term artist development.

The digital landscape promised open access to distribution, but has led to extreme concentration: five or six DSPs — more powerful than any record company — now dominate consumption. While visibility appears to be democratized, in reality, access to audiences is algorithmic and opaque. Success in this paradigm lies in direct access to music, fast execution and maintaining a sharp understanding of fragmented audiences. Independents must protect repertoire, artistic value and cultural integrity. As long as state protection of music remains ambiguous, unity across the industry is vital.

So many of the supposed boundaries around what it means to be independent have been removed. Commercial success, ambitious global marketing, bold creative swings — so many of these were seen as the dominion of the majors, and now we see success coming from everywhere. Which is how it should be.

Independent labels have a seat at the table — there is literally no glass ceiling anymore on what a strong-willed independent music company and a focused team can accomplish.

The interpretation of what an independent label means has changed. Independent labels are now major players. With the right team and vision, we can break artists on a global level without needing a major system.

I believe the independents are getting stronger and are often able to move much faster than the major distributors.

It’s become at once more dependent — with the majors becoming more involved — and more independent, with new small labels building what might be the most important part of the industry: the starting point.

For artists who are truly determined, passionate and prolific, there are better splits out there than ever, and some companies are able to do good work to support them. But at the same time, it’s hurting many artists who are not getting good development partners. The importance of good development partners is becoming more apparent than ever, where giving up a bit more on a fair and equitable partnership for both sides may be more worthwhile and life changing than trying to secure the largest share and the pitfall of an unproven new “distro” company with advances and “best splits” to give.

The independent sector is continuing to evolve. We’re seeing rapid growth in different regions outside of traditional music hubs, with independent artists and songwriters across Africa, Latin America and Southeast Asia gaining more global traction and audiences. The size and scale of independent campaigns have also increased, with global release strategies and large-scale marketing roll-outs becoming more popular. But with that growth comes an ever-enhanced and greater need for services and products. When it comes to the long-term sustainability of businesses and artist careers, there has also been a major shift towards building deeper, more meaningful fan relationships.

Artists need more services and resources. It’s getting more difficult to break through the clutter. You must be strategic in your approach to the market. Majors are buying up various indie distributors to scale more and regain control and market share.

We’ve seen a major shift toward artist empowerment. Today, many artists are building their own labels from the ground up, supported by flexible label service partners that deliver across A&R, marketing and commercial strategy. There’s also a growing trend of artists owning their masters — a move that not only secures creative control but significantly increases their long-term revenue.

Generative AI is changing how music is created and consumed, raising complex questions about ownership, consent and compensation. At the same time, we’re seeing increasing marketplace consolidation, where a small number of dominant platforms control distribution, visibility and monetization. This creates what’s essentially a monopsony — where a few buyers (in this case, platforms and services) wield disproportionate power over many sellers, including independent artists and labels. Add in the growing influence of private equity, and you have a climate where consolidation can limit creative independence and healthy competition. A2IM is actively advocating for a more balanced and equitable ecosystem — one where independent voices aren’t just surviving, but leading.

As the independent sector continues to transform all around the world, the companies that support artists and labels need to respond along with it, bringing to bear all of the resources and expertise required to be successful in today’s rapidly changing marketplace. Over the past year, we’ve continued to grow our capabilities and global footprint to better serve the independent community via a number of significant acquisitions, including [PIAS] and Outdustry. When it’s complete, our acquisition of Downtown Music will further extend our global footprint, business verticals and capabilities and enable us to better serve independents all over the world.

There are more players, artists and executives who are interested in the independent sector vs. frontline labels. Lots of people in the independent space are starting to get their 10,000 hours. With RAYE, we’ve shown that you can have global success independently and check all the boxes — Coachella, Saturday Night Live, Grammy telecast, magazine covers, pop radio…the list goes on.

The independent music sector is not only getting bigger, but the capabilities on offer are more comprehensive and robust. An independent artist has more control now that goes beyond owning your masters; you have access to powerful data insights, speed to market and many self-service tools that allow you to also LEARN the business and optimize for success.

Artists historically aimed to get signed by a major label to grow and succeed. Now, artists strive to remain independent and succeed on their terms. Independents have access to the same capital and services now. We forced the major labels to rethink how they look at their deals. What was once seen as the minor leagues has become the ultimate power move.

Indie music was born from passionate champions of the unconventional. Once an alternative path, independence is now a compelling choice for artists seeking both creative control and commercial success. Today, that spirit meets transformative tech — empowering artists and labels to define success on their own terms.

Artists have every tool imaginable at their fingertips now — from AI to DIY distributors. But having access and knowing how to build a career are two very different things. If you want real A&R, real marketing and real help navigating clearances, you’re not going to get that for $10 a month. This is still a people business. The ones who win are those motivated by the music and the mission — to build something lasting with diligent partners.

There’s a lot of conversation about what constitutes “independence” these days, which is a valid question without a clear answer. For us, remaining free to make decisions for the betterment of our artists is number one. Partisan has always been about going against the grain artistically and in everything that we do, which at its core is synonymous with the meaning of “independence.”

With streaming continuing to grow, independents have been quick to meet artists’ changing needs. However, recent factors cut across this, such as the move by TikTok to boycott Merlin and the introduction of thresholds to change how digital revenues are paid out. Both are the result of excessive market power. Consolidation has increased, and independent market access options are reducing, so there is more work dealing with regulators, but this should return to normal soon, as the European Commission is expected to block UMG’s acquisition of Downtown. The role of independent companies as risk takers and being artists’ main partners has also grown. They are the main investors in new music and new talent. EDI and sustainability are also key areas where we see independents leading. Another significant development, of course, is generative AI, which presents new opportunities as well as challenges and needs the right regulatory framework.

The big problem in the indie sector of music is that the ideology of ownership and favorable royalty splits are still being sold as more valuable than strategy, when it’s not really what most of the artists need in their career. Almost all aspects of music distribution are automated now and can be offered at scale, which is what is driving most indie music companies towards an A&R-driven volume model. There’s a ton of new deal options and more investment capital than ever, but not enough music companies are trying to create valuable marketing services for their releases.

More artists and indie labels are looking to manage their own business and communication directly with their fans. The outlets and opportunities to directly engage with your audience, build your own D2C platforms and offer your products as a one-to-one exchange with fans are vital to artist development and engagement.

Artists are increasingly embracing the idea of being artist-entrepreneurs. The independent world has shifted from being a backup plan to becoming a deliberate, strategic choice. Artists today recognize that the tradeoff for creative control and ownership is accountability; steering the ship, building a team and managing their own brand. But the tools available now, from direct distribution to data analytics and fan monetizatio,n have made it more feasible than ever. Independence no longer means isolation; it means empowerment. We’re seeing artists treat their careers like startups, and UnitedMasters is helping them operate with the same level of sophistication as a traditional label — without giving up their rights.

There’s been a clear shift toward building direct relationships with listeners through things like on-demand merch, driving traffic to personal websites and owning the experience end-to-end. The focus has moved away from chasing viral moments and toward long-term connection and control.

It’s more competitive than ever before. Independents no longer just compete with other independents for artist and executive talent.

Spotify now noting that they pay out more than 50% of annual music royalties to the indie sector.

The independent landscape has evolved in a way that demands agility, vision and authenticity. You can’t survive in this space today without being a Swiss Army knife, someone who sees the full landscape and understands how to move through it with intention. Unlike previous generations, where everything was sectioned off into departments, today’s independent world requires us to be multi-hyphenated: part strategist, part creative, even part entrepreneur. We’re intentional about who we sign, we’re not chasing trends or algorithms. We move with honesty, passion, and purpose. In a world where so much feels manufactured, people connect deeply with that kind of realness.

Social media has created new pathways for fans to discover catalog releases, underscoring the rich cultural legacy that independent labels have always had. It’s been an invaluable opportunity for indies to introduce timeless music to a new generation.

The independent music industry has undergone a remarkable transformation in recent years, fueled by a shift towards innovative thinking that challenges the traditional boundaries of content. Artists and labels are increasingly pushing creative limits and experimenting with new ideas, giving rise to new trends and reshaping the industry’s dynamics. These bold, exploratory efforts are not only fueling change but are also sparking the emergence of fresh movements across the global music scene. 

In the face of these rapid changes, it is crucial for independent players to continue embracing innovation and experimentation. As the industry evolves, the ability to consistently push creative boundaries will remain a key factor in ensuring ongoing growth and relevance for indie labels worldwide.

The industry is much faster moving, and labels need to be able to market their artists at the same speed.

IFPI cites independents as one-third of the global music market. There are lots of new entrepreneurs in the space, which is great, because it’s helping the sector evolve and harness new opportunities. It also provides greater choice for artists in selecting who to partner with and how to bring their music to market. The standards are rising across the board in terms of transparency, deal flexibility and access.

Being independent to us means staying small and being able to make every artist a priority. No amount of success will change that…I think many bigger companies that are also considered “indie” can take on too many clients and forget what the word means. Which is fine, but we realize we can’t work with everyone (although sometimes we wish we could)!

Short attention spans, the decline of legacy media and the exponential explosion in the sheer quantity of music being released have made it even more challenging to cut through the noise.

There is a more open attitude that a hit can come from anywhere, not just the major labels. I’d like to think Triple Tigers helped that attitude when we launched eight years ago and debuted with seven straight No. 1 songs. Until then, two in a row had never been done by an independent label in country.

The independent world has shifted from always feeling like the potential “underdog” to a space of agile innovation and influence. Direct-to-fan platforms, AI tools, short-form content and other ideas yet to be implemented are beginning to give independent labels and artists more control, speed and global reach than ever before.

With the rapid rise of AI-generated tracks, production house content and bedroom music, the independent music landscape has become incredibly crowded, with over a million new songs uploaded to DSPs each week. This saturation makes it increasingly challenging for genuine artists to break through the noise and find their audience.

Indie labels and artists now command nearly half of the global recorded music market. Digital platforms have helped to level the playing field with the majors by giving fans the opportunity to discover and engage with music no matter where it comes from.

Routes to market are getting squeezed, with [PIAS] and FUGA being bought by Universal, while DSPs are not paying out on tracks under 1,000 streams, disincentivizing future independent artists. So being with an established independent label like Better Noise is more important than ever.

The independent market has seen strong growth. The rise of digital music has democratized distribution, allowing independent artists to reach global audiences and deepen direct-to-fan relationships. On the flip side, we’re seeing increased market consolidation, immense pressure on the value of copyright and most prominently, the hyperspeed at which technology is transforming the marketplace. Indies are experts at adapting to change, and it’s exciting to witness how the market continues to reinvent itself.

The independent world has changed in that there is significantly more access and opportunity for indie labels with their partners and clients.

To me, the independent world is really the world of artist development. Yes, there’s a cultural lineage to the term “indie,” which I also respect deeply, but I see it now as an important phase or a transition rather than a destination. It’s essential to embed the authenticity of an artist’s culture and exploration prior to the most distilled version, which is sometimes when an artist crosses over.

It’s now an everyday occurrence to see independent acts right up at the top of the charts next to those signed to majors. So the big question posed to artists has become less about “independent or major” and more about, “Where can I find the right people who I can trust my music and career with?” At Nice Life, we believe that an artist’s well-being and motivation are directly tied to their success, which is why we keep a small roster, provide a non-recoupable wellness fund in all our deals and A&R from the heart.

It’s never been a better time to be an independent. Access to artist discovery, new tools, new marketing opportunities, amazing creators and collaborators worldwide. There are no barriers to success for independents like there once was.

Independent now means whatever you want it to mean — and that’s mostly a good thing. But it’s also opened the door to new players who see our world as just another place to grab market share. That’s why the work of Merlin, WIN, A2IM, IMPALA and trade organizations around the world is more important than ever to protect and grow a healthy independent community.

With the effects of consolidation both at retail — four DSPs control the majority of recorded revenue — and labels, with the three majors buying up indies, the independent community is faced with significant challenges. This includes streaming models that don’t make sense for their artists and a continual non-negotiable decrease of music value while artist investment costs rise and partner options shrink, among others. It’s a more important time than ever that we show the value of independent labels and unify with each other to protect and promote the value of our work that drives the music ecosystem.

As the world grows smaller and smaller, artists now have an astonishing number of opportunities to connect with fans, but this also presents challenges as music discovery changes, genres become less important and competition can come from anywhere in the world. For indies, keeping up with these changes and ensuring that we can offer the best services possible to artists have become the priorities.

At Concord, our global scale combined with our independence gives us and the artists we work with the freedom to take more risks, focus on real development unbound by external market pressures and execute long-term visions.

We are in a next wave of digital upheaval — defined by disruption, emerging business models and the rapid rise of AI. More than ever, the independent sector needs organizations like Merlin that are built to best serve their interests. A decade ago, launching a new service or app was far more complex; today, new platforms emerge constantly, especially outside the music industry. Music has become a “missing feature” that brings cultural relevance and elevates these platforms. That’s why we created Merlin Connect — to meet this shift head-on. At the same time, independents are navigating a flood of data. The challenge is no longer access, but making sense of it. Merlin maintains the largest repository of independent music data in the world, and we’re focused on helping our members extract meaningful insights through aggregated and benchmarked analysis via our best-in-class Data Warehouse.

Artists from a wide spectrum of genres are gaining international visibility, largely due to the rise of digital platforms that empower them to present their creative vision across multiple formats and channels. These platforms have enabled not only artists, but also the companies that support them, to engage proactively with audiences across borders and time zones. Through innovative use of new media, they are cultivating global fandoms and fostering direct, meaningful interactions with fans. This mode of engagement has significantly bridged the emotional distance between artists and global audiences, and we anticipate that such trends will only become more pervasive in the years to come.

Indie labels aren’t the underdogs anymore. We’re building infrastructure, scaling globally and competing directly with majors — not just artist by artist, but strategy by strategy. Labels like Dirty Hit and others in the Independent space are shaping culture, not chasing it.

A lot and not at all. Generative AI has emerged as a transformative technology with profound implications for our industry. While its potential for positive innovation is clear, we are witnessing tech companies deploying the same “ask forgiveness, not permission” tactics that characterized the digital revolution two decades ago. This approach — moving fast and breaking things without consideration of ethics or consequences — fundamentally undermines creative rights. The principle is simple: no one should use another’s work without their consent and fair compensation. This applies to AI or any other new technology; true innovation respects rights and builds sustainable systems, it does not merely redistribute value from music to tech while claiming inevitability.

Discoverability is decided by fans and algorithms, no longer major players or playlists. This has opened the playing field for everyone and will favor entrepreneurs and DIY musicians and labels who are thinking outside of the box. You can have a hit single now in a matter of several weeks and do not have to spend a dollar, if you’re lucky. This landscape did not exist 10 years ago, and the freedom to do what you like, how you like, did not either.

We face a new competitive environment powered by technology. Barrier to entry is low, but the threshold to break artists is higher than ever. While we continue to catch up to the algorithms that are servicing music, each year’s tech developments foster deeper connections between artists and fans, enabling more authentic engagement and creative control in messaging. Despite the change in environment, I believe the collective tenacious and entrepreneurial spirit of independents has persisted and will never be lost.

The pace of artist discovery and scouting has been sped up significantly because of social media, the artist’s ability to release music independently, and coastal majors coming to the table for country artists. It’s easy to get caught up in a frenzy. We want seats and have seats at that table, but not everything will make sense for our independent business model. Thankfully, Big Loud has remained largely focused on early artist development. We like to sign before the chase because we thrive in the undeveloped nature of a special voice and a unique pen. Not only have we built a powerful roster of artists, we have an equally important roster of songwriters and producers that walk with us in our development process. It’s been a proven system time and time again, and that will be something that never changes.

Independents have grown significantly in recent years, becoming more dynamic and equitable thanks to better tools, smarter strategies and a stronger focus on ownership and control. Indies are more empowered than ever — and they’re playing a central role in shaping the future of the music industry.

At the same time, we’ve seen a wave of consolidation, with many independent companies being acquired by majors. This trend is both a validation of the indie model and a warning sign. While it reflects the value independents have built, it also means there are fewer truly independent entities left. I believe it’s critical to preserve this part of the industry — to protect artist-first models and ensure there’s a viable alternative to traditional major label structures. That balance between independence and scale is where the future of the music business lies.

Social media has created new pathways for fans to discover catalog releases, underscoring the rich cultural legacy that independent labels have always had, and been an invaluable opportunity for indies to introduce timeless music to a new generation.

Artists increasingly see the independent sector as a viable option through which they can release music and retain ownership compared to antiquated label deals. However the major labels are strengthening by acquiring further market share, while blurring the line between major and indie content and creating further fragmentation of the independent sector.

There’s been a lot of movement in the past few years, a land grab so to speak for market share. AMPED tries to stay away from those games and really focuses on being the best distributor around. We service retailers of all sizes in unique and customized ways that allow us the highest and best market penetration of any distributor out there. Just ask our labels.

What has shifted is the mindset that there is a ceiling to what is possible commercially for independent artists, and the epiphany that it doesn’t mean you have to sacrifice your vision and artistry to enjoy those unimaginable heights.

Recent years have seen continued professionalization as investment flows into the space, and also challenges as platforms become monopolistic. Yet more artists than ever want to remain indie, which shows what independent music companies have done to innovate and provide competitive services that artists need.

The overall playing field has been increasingly evened by the number of enterprising tools, platforms and resources available to indie artists. From fintech to fan engagement to A.I., artists can do things on their own now more than ever.

There’s more consolidation than ever, with the majors acquiring significant independent market share in the past few years. Distribution arms of the majors are now co-opting the word “independent,” and many independent music companies are struggling to secure routes to market that don’t involve the major record companies in some way.

The expansion of streaming services, fandom platforms and social media has created new opportunities for artists to directly connect with fans, promote their music independently, and share their authentic voices without relying solely on traditional media channels. At the same time, the establishment of strategic global networks — including distribution and marketing partnerships — has provided indie labels with critical infrastructure that was once out of reach.

More and more of the available opportunities for discovering new music have become driven by algorithms that by their very nature reward popularity. Developing artists, and their label partners, are finding it more and more difficult to begin building the momentum necessary for the algorithms to even potentially kick in.

One of the most important shifts is the relative decline of long term artist development at major labels. We’re seeing less investment in the slow, patient work of nurturing artists over time. That’s left a gap and independent labels are stepping into it. Indies are structurally better suited to support that kind of development: we’re closer to the artist, more aligned on creative goals, and able to take long views without quarterly pressures. In a world where fans want connection and coherence, we’re in a stronger position than ever to deliver it.