Digital distribution and streaming platforms have greatly changed independent artists' position in the music industry. Today, artists can reach listeners around the world without signing with a record label. However, making it easier to release music doesn't mean it's easier to succeed.
CD Baby president Molly Neuman assessed the transformation of independent music from the 1990s to today on Billboard’s “On The Record” program. Neuman, who began her career in the feminist punk band Bratmobile, said that in the past it was almost necessary to work with a record label to access music stores and physical distribution.
Nowadays, thanks to digital distribution services, artists can publish their music directly on streaming platforms. This shift gives musicians more control over their work and a stronger bargaining position in talks with labels.
But the internet has also changed the rules of artist discovery. Artists are now evaluated by streaming numbers, social media engagement and follower growth instead of the names company reps discovered at concerts. Young musicians are now expected not only to make good songs but also to manage areas like marketing, content creation, copyrights and listener data.
The increase in the number of songs released on platforms makes the visibility struggle even harder for independent artists. Rising costs of advertising, video production and social media campaigns also increase this pressure.
Thus the main barrier in the music industry is changing: whereas in the past the biggest problem was being able to release a song, today standing out among millions of tracks and building a lasting audience comes to the fore.