Artistic Freedom as a Competitive Advantage for Indie Labels
Indie labels have more leverage over major labels now than ever. Due to the boom in online streaming and cloud-based creative programs, they have become better equipped to succeed on mainstream platforms which allow artists to explore their creative freedom without constraints. Algorithm-based content creation platforms like TikTok, Instagram, and Youtube have made it easier for indie labels to gain traction with their intended audience. The major shit away from historical major label monopolization of radio and the record industry, exclusively benefitting mainstream and major label artists, have ceased to prove themselves to have dominance in the new era and dominance of independent labels.
An array of independent labels.
According to Play Alone Records, the goal of independent labels was and is never to push major labels to obsolescence, let alone compete with them. Independent labels are historically and notably artist- centric, foster creative freedom and autonomy, and value integrity over profits. Focus on these values, however, comes with a cost to a wealth of opportunities like dynamic distribution channels, promotion and networking, record advances, and more. However, the current state of the music industry has given independent and even DIY artists more accessibility and tools to exploit their creativity and appeal to a mass audience.
Additionally, the recent advancements across technology platforms and organizations and their increased role in the market have given independent artists the ability to operate on their own terms while still reaping benefits similar to artists on major labels. With less of an adherence to labels, there will be new key players and new ways of doing business (“Why Independent”). Our website will provide insight into some of the more recent opportunities that independent artists have today and the implications of them. We will also take a look at key artists in today’s mainstream who’ve decided they don’t need the help of major labels.
Common online music streaming platforms.