A MIDiA Research survey found creators overwhelming want tools to run their businesses, not major label record deals.
Connecting to listeners, not making money or signing to a major label, is the most important aspect of success for a musician, according to a new report titled “Sustainability from Chaos” by MIDiA Research and Amuse, a distribution and artist services company. Even if they reach only a small number of people, 89% of all creators surveyed and 94% of full-time professionals believe that success is defined by moving people with music.
The vastness of the independent artist market, and their desire for control over their careers, explains why companies are investing heavily in distribution and artist services., owner of TuneCore. Distributors such as STEM, UnitedMasters, Ditto and Symphonic have collectively raised hundreds of millions of dollars in funding in recent years.
In the past, mainstream success was measured by chart position, radio play, awards and cover stories. Those achievements would give an artist a good chance at a sustainable career in music. But in the streaming era, those signals of mainstream success have been replaced by what the report called “misleading” metrics such as listens and follows. Chart position and radio play aren’t seen as meaningful indicators, according to the report, although they have marketing value.
Considering all creators — including both professional and part-time artists — a self-serve online platform is the preferred way to release albums and tracks , followed by an indie label , a distributor with label services and the do-it-yourself route . A major label is preferred by just 7% of all creators. Management companies were the least preferred partner .
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