Indie Music Execs on How AI, Consolidation & More Changes Affect Them

“The influx of AI music compounded with ever-changing algorithms on DSPs and social platforms is making discovery more difficult across the board.”

“Optimistically, I think there is a wider net of options and abilities for independent artists than ever before. You have new indie labels being created every month, funded and backed, and this allows artists to have more options and teams that are passionate and can take bets on artists they believe in.”

“The barrier to entry has never been lower, and you’re feeling that everywhere. Independent artists and labels have access to tools and resources that are letting them swing way above their weight class — and they’re landing. The volume of talent and creativity emerging right now, from every which way, is genuinely unlike anything we’ve seen. We’re just getting started and doing what we can to stay at the front.”

“There’s so much opportunity for the indies right now. We’ve proven that we can break artists just as effectively as the majors, which has helped level the playing field. From a bandwidth perspective, we’re often better positioned because we’re not focused on the same chart-share priorities, which allows for greater flexibility. That ultimately enables us to be more intentional and hands-on with artist development, both financially and in how we allocate our team’s time and resources.”

“The indie space continues to be highly dynamic. Prominent acquisitions are dominating the news, leading to further consolidation in the markets. While everyone will be scrutinizing the promises made around these mergers and acquisitions, from our perspective, continuing to develop our truly independent company to provide labels and artists with a first-rate solution to access global markets feels even more crucial than ever.”

“Not that it’s particularly a ‘new’ change, but the evolution of self-recording, self-distributing, self-promoting, and marketing continues to grow at a rapid pace. Within that, I think a lot of those artists are seeing more and more the value of being part of a label to expand their audience and industry footprint as they recognize the ceiling. Being an independent label, we are an easier bridge to build from ‘indie artist to indie label.’”

“The growing trend toward greater consolidation in the music industry is limiting companies’ options for collaborating with independent partners and increasing their reliance on services and infrastructure owned by major record labels. Ultimately, this undermines cultural diversity, competition and the proper functioning of the market.

“Independents embrace technology and are early adopters, but the intersection of AI and streaming is making fraud schemes increasingly difficult to combat. Furthermore, the algorithm-based recommendations of current streaming models hinder the success of new artists, as they favor more mainstream content and superstars, penalizing music specific to certain geographies, communities, or music genres.”

“The shifts we’re seeing in the music industry, particularly around streaming, data access and direct-to-fan engagement, have fundamentally empowered the indie space. Artists and independent companies now have more control than ever before over their careers, their content and their revenue streams. At the same time, the volume of content has created a more competitive landscape, making strategic marketing, storytelling and audience connection absolutely critical. Indies that can move quickly, stay authentic and leverage data intelligently are not just surviving — they’re leading.”

“As artists continue to build leverage through independence, majors have had to adjust their deal terms to compete with distributors and indie labels. That’s leveled the playing field, so indies have had to elevate their services and be more intentional about how they plan to support artists at every stage.”

“Today’s M&A feeding frenzy makes it more important than ever for companies like Stem to hold on to their independent spirit and unburdened flexibility. We’re fortunate to have a partner in Concord that not only recognizes this, but encourages it.”

“Today, the independent space is more confusing than ever. Many of the new so-called ‘indie’ companies are nothing more than cold, mailbox-style distributors — an already outdated model in a world where anyone can distribute music. Very few independents operate as true record companies anymore. To be relevant, an independent label must be radically creative — across sound, image and marketing. Digital is not just a tool, it’s a strategic advantage: it allows teams to stay lean, move fast and operate like commando units. But it’s not just about speed. It’s about mindset. Indies must also be highly technical — fast, fluid, open and opportunistic. And above all, they must think globally from day one. This new model will inevitably challenge both traditional distributors and major companies, which remain too heavy, too slow and too expansive when it comes to developing new artists.”

“The changes are both exciting and challenging at times. There is more freedom and global reach than ever, but the space is more crowded and fans consume content faster than ever as well. Standing out means balancing creativity and consistency while continuing to connect with fans in ways that they expect without compromising the art.”

“The music industry continues to evolve, shaped by platform-driven ecosystems, shifting consumption patterns and increasingly direct artist-fan relationship. These changes are opening up new opportunities within the indie space. As music discovery is now largely driven by algorithms and digital platforms, artists are no longer constrained by traditional distribution systems or gatekeepers. This has significantly lowered barriers to entry, enabling a wider range of voices and creative approaches to reach global audiences and compete at scale. At the same time, the growing emphasis on authenticity and originality is encouraging more experimentation and creative risk-taking. In turn, this is expanding both the diversity and the scope of opportunities across the indie music landscape.”

“Changes in the music industry are enabling a broader range of approaches within the indie space. As distribution structures become more open and barriers to entry continue to decline, a wider range of sounds, cultures and artists are able to connect with audiences more easily. With discovery increasingly driven by platforms and global access no longer constrained by scale, emerging voices now have greater opportunities to reach listeners directly. As a result, the indie landscape is becoming more diverse, globally interconnected and creatively dynamic — reflecting a broader spectrum of voices and cultural perspectives.”

“The music industry is undergoing a structural shift driven by technological innovation and evolving consumption habits, increasingly blurring the boundaries between major and independent artists. As distribution and discovery become more platform-driven, access to global audiences is no longer limited by label scale. Short-form platforms such as TikTok and Instagram Reels have emerged as key marketing channels, creating opportunities for independent artists who may lack traditional resources. At the same time, algorithm-driven discovery, which analyzes individual listener preferences, is enabling highly niche genres to reach global audiences, significantly expanding the potential fan base for indie music.”

“Independence is growing, but it’s not getting easier, it’s getting more sophisticated. The barriers to entry are low, but the barrier to building a real business is higher than ever. There’s more music, more noise and more bad actors in the system, which makes trust, transparency and infrastructure critical. At the same time, artists are more informed. They want ownership, flexibility and partners that actually add value beyond distribution. 

“We’re also heading into a period of consolidation. The indie sector has real power now, and the companies that combine global scale with flexibility and strong technology are going to pull ahead. For indies, it’s less about access and more about execution. The ones who win are the ones who can deliver both reach and real strategic value.”

“Independent music today truly feels like the Wild West. Direct-to-fan marketing, along with the rapid adoption of AI across both the creative process and marketing, has introduced a wave of new and unexpected tools. These innovations are enabling independent labels and artists to compete more effectively with major label marketing teams and campaigns. Simply put, independent artists and labels now have more tools than ever to not just compete, but to win.

“The continued democratization of the music industry has also fueled an influx of new players across distribution, influencer marketing, promotion and social media. This expanded ecosystem is allowing artists to reach audiences in ways that were previously unimaginable. Perhaps most telling is the growing number of former major label artists returning to the independent space later in their careers. We’ve seen significant growth in this shift firsthand, with more of these artists choosing to partner with Symphonic in recent years.”

“Because change is the only constant, we stay flexible and deeply personalized in how we support our artists.”

“Shifts in streaming and monetization continue to create both challenges and opportunities. For MNRK, direct-to-fan strategies and platform diversification — across DSPs, social audio and creator tools — help build more resilient revenue streams beyond traditional royalties. While curatorship and independent playlists still drive discovery, competition is intense and gatekeepers are evolving, making owned channels increasingly important for both us and our artists. 

“Building direct relationships through newsletters, fan clubs and exclusive drops deepens loyalty and reduces reliance on third-party platforms. We’re also seeing more indie-friendly deal structures around ownership, splits and creative control, which better align with artists’ long-term goals and ultimately lead to stronger label–artist relationships. Catalog strategy has become especially important. Reissues, archival releases and remixes open new monetization paths without requiring a full new artist cycle. This focus, combined with clearer benchmarks and best practices around data, attribution and reporting, helps indie labels compete more effectively.”

“I think the majors had to follow suit of the way the indies were moving to keep up. Deal structures, swiftness to market, being nimble.”

“I think there are more spaces for independent artists than there were 10 or even five years ago. I think the indie space has applied pressure on the majors to invest in artist development and sign artists based on the music and not the follower count.”

“Música Mexicana is a clear example of how the indie space is evolving right now. Artists are taking sounds rooted in tradition and pushing them to a global level while staying authentic. The industry is more open, but it also requires independent artists to be intentional by building strong teams, owning their sound and maintaining a real connection with their audience.”

“The biggest shift is that artist development is back in our hands. In the indie space, we are not waiting on a system to build an artist, we are doing it from the ground up. With direct access to fans, data and platforms, we can identify talent early, invest in their growth and move at the pace of the culture. It puts more responsibility on us, but it also allows us to build careers that are real and long-term.”

“As pioneers of the vinyl resurgence, Third Man Records is in a unique place in the indie space. Having our own pressing plant and our own stores, we’re able to feed music lovers constantly by growing love for tangible recordings and books, not to mention that we offer live-to-acetate concerts, film developing, third man hardware effects pedals and turntables, etc. The more fake and corporate the entertainment and recording world becomes, the more there is a need for real music lovers to experience and engage in things that they can touch, hear and experience in real life.”

“The majors are moving into our lane because they finally see what we always knew: Indie is where the culture lives. You just have to stay sharp about protecting what’s yours.”

“The changes in the industry today give more tools than ever to today’s artist for discovery and creation, specifically to those that are forward-thinking and disciplined in their practice.”

“The industry is changing fast. AI, data and digital tools are reshaping the landscape, and music has become an increasingly valuable asset class. But none of that changes the fact that great records, artist development and good judgment still matter. In many ways, experience is more valuable now, not less.”

“The biggest shifts I see are around cost and access. Costs have increased across the board from touring, content creation and marketing which makes it more challenging for artists to sustain momentum. At the same time, the traditional gatekeepers don’t hold the same level of control, and artists are increasingly proving they can build meaningful, long-term careers independently.”

“Changes in the industry have made it more challenging for independent artists and labels to thrive. The advent of streaming has changed how revenue flows back to artists and labels; in most cases it has dramatically increased the amount of time it takes to generate the equivalent amount of revenue as it did in the pre-streaming era. This has been very detrimental for cash flow and living expenses for artists. It’s also much more expensive to tour for most artists, with increased costs and inflation, and ticket sales not being able to adequately cover the additional expenses. This has overall limited the ability for most artists who haven’t reached a certain size to tour extensively domestically and certainly internationally.”

“I think there’s always been an incalculable rate of change and external factors that have put independent businesses at a greater risk. It’s tough to imagine what sustainability looks like right now with so much of the regulatory framework in flux. Hopefully it’s not enough to extinguish the next era of independent businesses from being conceived. Art has value.”

“The indie space right now is a mix of more opportunity and more noise. It’s never been easier to get music out globally and build a real business without a major, but at the same time, the volume of content, especially with AI in the mix, is exploding. That’s creating real challenges around discovery, attribution, and even how royalties get distributed. So it’s less about access now and more about having a clear identity.”

“More than ever, we need to adapt to changing behaviors across audio, video and the live space. It requires more risk taking in order to learn and pivot to find new ways to reach music fans.”

“We are living through one of the most exciting shifts this industry has ever seen and indie is at the center of it. Artists today are grabbing more power than ever, connecting directly with fans, understanding their distribution, reading their own data. But having the tools means nothing if nobody teaches you how to use them. That’s exactly what Street Mob does.”

“From my perspective, the changes in the music industry have actually reinforced the importance of the indie sector. Traditional gatekeeping structures have largely dissolved, meaning artists have more ways than ever to reach audiences directly. But that also creates a lot of noise. Independents excel at cutting through that noise with focus, taste and long-term development. At an indie label, you can still build something carefully and authentically with an artist rather than chasing short-term metrics. The streaming economy, social platforms and direct-to-fan tools have changed the mechanics of the business, but the fundamental role of indies — discovering and nurturing distinctive voices — has become even more valuable in that environment.”

“The game has changed; artists don’t need permission anymore, they need connection. If you own your music, understand your audience and move with intention, independence isn’t a limitation — it’s leverage.”

“Independent music has always been under fire. We’ve seen it in everything from the LAPD raiding SST Records to the way digital services now pit artists against one another. That independence is a double-edged sword. It gives us the freedom to back culture-defining artists without the taint of corporate ego and greed, but it also makes us harder to unite. We are a community of thousands of different minds, and while that diversity is our power, it’s also what makes organizing for our future so challenging.”

“As music discovery becomes more algorithmically-driven and the industry continues to consolidate, artist brand identity will be infinitely more important. Artists and labels with a clearly defined brand will be able to navigate this space and cut through the noise and anonymity. I believe artists and labels in the indie space are better-equipped to do this, but it will be crucial moving forward.”

“The industry is evolving faster than ever, exposing the limits of scale. Larger companies are trying to turn massive ships; indies don’t have that problem. Our advantage is speed, taste and cultural knowledge. We can move quickly, take real creative risks and build artists in a way that feels authentic to fans, not reactive to trends. Technology will keep changing, but the core remains: artists that mean something and fans who see themselves in that music. That’s where indies thrive.”

“With half of all streaming royalties now flowing to the indie sector, independent music has never been more powerful — or more important to protect. Infrastructure is consolidating, AI is advancing without transparency and streaming fraud is quietly eroding artist income. At the same time, fans want deeper, more authentic connection. So independence today means building real fan relationships that exist outside of the noise.”

“Artists don’t need a label to get discovered anymore. They are building real fan bases on their own and coming to the table with leverage. That changes the entire dynamic. The best indie companies right now are the ones that can match an artist’s energy with real infrastructure, marketing, creative support and a team that actually cares about the project. Artists have more options than ever. The ones who choose the right partner early are the ones who win long term.”

“It’s a really mixed picture in the independent sector right now, both domestically and globally. There is great music coming through, but we are seeing increasing difficulties in scaling or simply keeping the lights on for the smallest grassroots businesses. Some changes, as well as the pace of change in the industry overall, hit smaller independents first and hardest. The effects of generative AI slop on platforms and AI-accelerated fraud, shifts in streaming models and a move to more algorithmically‑driven discovery, and, for music from the UK, a lack of language differentiation among other English-speaking markets are all reshaping how music is found and paid for, and how long it takes to break through. Independents are navigating these changes, as always, with far fewer safety nets than major players — a reality that is currently more problematic in a challenging financial climate. On the other side, there appears to be an increasing understanding of the value of the quality and diversity of music coming from the independent sector, with responsible generative AI businesses coming to the licensing table. This is just starting to demonstrate early mutual benefit. Independent labels and entrepreneurs remain resilient and innovative, and we are seeing an uptick in collective action pushing back to drive fairer outcomes.”

“We’re moving out of the ‘wild west’ phase of streaming and into something more deliberate. The biggest shift is the bifurcation of discovery — the middle is disappearing. If you rely only on algorithmic playlists, you’re renting your audience. The most resilient indie artists are starting to treat their data like their masters. They’re building owned channels — SMS, Discord, direct-to-consumer — and moving toward something more durable. The industry is getting louder, but the strategy is actually getting simpler: own the relationship with your fan, and you’re in control.”

“One of the most interesting shifts in the industry right now is how majors are becoming more ‘indie.’ This isn’t just because it’s harder for them to break frontline hits that rival their deep catalogs, it’s also because they’re increasingly signing artists emerging from the indie ecosystem. We’ve always been experts at developing artists from niche audiences into the mainstream, but these days we’re not just driving culture, we’re also moving the dial on the commercial side of the business more than ever. Independence isn’t just about creativity, it’s a powerful engine for shaping the market itself.”

“The industry has become far more accessible — and with that, more democratized. That’s a win for independent artists, but it doesn’t eliminate the need for independent labels. Indie labels are where niche genres and movements have historically been built. The real question is: how do we innovate and disrupt our existing models to provide genuine value to the emerging artists of today?”

“The obvious one is AI — and it feels a lot like the early days of streaming, when you had optimists and pessimists on every side. After 20-plus years as an indie, the one guarantee I can offer is that the industry will always be changing, and compelling artists will always matter.”

“The indie space is experiencing a fascinating revival, largely fueled by the growing influence and robust health of independent music retail. We’re seeing a blend of longtime music fans who remain devoted to physical media, combined with an enthusiastic younger audience that’s now feverishly embracing indie music and the retail stores offering a wide and diverse selection of vinyl — and even showing increased interest in CDs. This trend feels like a throwback to decades past, when record stores were the epicenter of cool and culture. For a while, Apple Stores may have held that mantle, but now the music store experience is reclaiming its place as a hub for discovery and community.

“There’s a genuine sense of connection and excitement — people want to interact with others who share their passion. Listening parties and in-store events prove that the desire for community is definitely on the rise. It’s cool to support vinyl and CDs, and once again, people are excited to own them. The indie world is thriving because it’s not just about music; it’s about belonging and sharing experiences.”

“The expansion of independent record stores has filled the void from the days of Tower Records in major markets, but it goes beyond that. Now music fans in small towns that have never had these types of shops before have the chance to experience the joys of going to a record store. This phenomenon has contributed to the discovery of music and artists and in doing so has fueled growth in physical music consumption and, most importantly, artist development organically. This looks like a return to the glory days many of us can remember.”

“Right now, shifts across the industry are reshaping the indie landscape, particularly in physical distribution. As the space becomes more complex and increasingly consolidated, many labels and distributors are choosing to leave the nuances of physical distribution to specialists. By handling the operational and logistical challenges of physical distribution, AMPED provides much-needed relief, allowing indie labels to focus on what they do best: developing artist narratives and building long-term label brands.”

“The biggest shift is that distribution is no longer the advantage, taste is. Everyone has access now, so the indie space is being defined by who can identify movements early and build real artist ecosystems around it. It’s more about speed, conviction and creative alignment.”

“Artists can now operate as full-stack businesses with significant negotiating power. It’s no longer major label versus indie label; it’s about which teams can operate across both art and business at the highest level.”

“The industry is shifting away from trend-chasing and toward authenticity, and that plays directly to the strengths of the indie space. There’s a growing demand for real storytelling, distinct artistic identity and genuine community building. As a result, indies have an advantage in moving faster, taking creative risks and developing artists with long-term cultural impact beyond short-term viral moments.”

“One of the defining challenges in today’s evolving landscape is globalization. From an independent standpoint, both the business and the creative are now built with a global-first mindset, requiring a level of strategy, agility and reach that wasn’t possible before.”

“Discovery is just way more open now. There are no gatekeepers. A song can hit at any time, not just when it first comes out. Dominic Fike’s ‘Babydoll,’ which Sandy Boys originally released in 2018, is a great example of that. Eight years later, it found a whole new audience and climbed to the top of Spotify’s global chart. That kind of movement shows why indies have a real advantage right now if they know how to keep artists and catalog active and in the conversation.”

“There are a number of significant changes and challenges facing the industry right now, including streaming fraud, new forms of AI technology and ongoing shifts in how DSPs remunerate rightsholders. These issues affect the entire music ecosystem, but independents are often more exposed to their impact and can be further disadvantaged by market concentration and consolidation, leaving them with less room to grow and develop on their own terms.”

“The changes in the industry have created a more dynamic and opportunity-rich environment for the indie space. While the barriers to entry are lower and the landscape is more crowded, that shift has also opened the door for a wider range of voices, perspectives, and creative approaches to find an audience. What we’re seeing now is that success in the indie space is less about scale and more about clarity of vision and message. It’s about teams that can move quickly, have cultural fluency and build meaningful connections between peers and fans that are more intentional and lasting. Rather than relying on traditional campaign structures, there’s a greater emphasis on creating moments that resonate. In many ways, these changes are reinforcing what has always defined the indie space: an emphasis on precise, intentional storytelling and cultural alignment, which remain central to how we approach our work with artists at Young.”

“The shift is empowering independence. Distribution is open, marketing is direct and data is real-time — you don’t need a major to validate your vision anymore. At Rancho Humilde that’s how we’ve always moved: fast, culture-first and strategic. The difference now is everyone has access so the edge comes from identity, consistency and execution. There’s more noise than ever, but the ones who know who they are and move with purpose are winning.”

“No pressure on following traditional industry timelines. Hits aren’t controlled by radio and gatekeepers anymore.”

“The economics are forcing the indie world to get sharper. The indie advantage right now is less about simply being ‘independent,’ and more about being flexible and identifying and acting on opportunity wherever it arises: creating teams that can move quickly around culture and audience behaviours rather than waiting for scale to solve everything. The impact of AI is both a creative opportunity and a rights issue. Indies are often the fastest to experiment but also very exposed as the market gets flooded with content or where copyrighted music is used without consent to train systems. So, part of the industry change right now is not just technological, it’s philosophical: how do we embrace new tools while still protecting human artistry, ownership and long-term artist value?”

“The indie space is continuing to thrive and grow, and indie artists continue to offer diverse styles and genres of music to enjoy. The direct-to-consumer artist landscape is growing, creating more opportunities for breaking and consuming music.”

“Increased consolidation brings more opportunity for independent music companies to find their niche and capture new customers and new fans.  It’s on us to create that unique market and exploit it.”

“We are seeing significant parts of the indie ‘infrastructure’ move from independent to major hands, but experience tells us these changes throw up new opportunities and I fully expect to see Merlin members adapt and innovate very quickly to fill the gaps left by sales to the majors. On top of that, we know these deals always see a shake out where independent rights get attracted back into the independent sector. So although these deals initially involve a transfer of value away from the indie space, for many of Merlin’s members these changes represent an opportunity to innovate new solutions and to form new partnerships with labels or artists looking for a new, independent, home.”

“The industry is shifting fast with streaming dominance and consolidation, but it’s creating huge opportunities for indies who control their rights and data. At Create Music Group, we’re giving thousands of labels and artists the transparent tools they need to build real, sustainable businesses through tech and self-reliance.”

“All aspects of the creative process are moving so fast right now. Tools are evolving at a pace we’ve never seen, giving artists more opportunities to own every creative aspect of their music — from getting an idea to demo, to creating professional quality songs and music videos. In the middle of all that, what feels most durable is connection and ownership. That’s where we’re investing — giving artists a direct bridge to the people who want to support them. To listen to their music, wear their merch and hear from them directly. That’s exactly why we’re building our direct-to-fan platform and it’s a big focus for us right now.”

“In the past, you needed a label to get your music heard. Today, anyone can put music out, which means the old gatekeepers don’t hold the keys anymore. The indie space is now a top choice, not a backup plan. But because it’s so easy to upload music, it’s harder to stand out. To succeed, an indie artist has to act like a business owner. You have to use your data to find your fans and build your own brand from the ground up.”

“One of the biggest challenges for the indie space is the sheer amount of music being uploaded to streaming services and being able to stand out in the overcrowded space while being true to who you are as an artist, brand and culture.”

“I think the changes in the industry right now are actually creating a huge advantage for the indie space. Artists no longer need a large company to generate traction. They need the right partner. Someone willing to get in the trenches with them and help build a real foundation, which means consistently putting out music and developing genuine engagement with fans. That kind of growth takes real attention to detail and strong follow-through. Companies like ours are positioned to do this well because we’re not spread thin across massive rosters. We can invest more time and energy into each artist. With the volume of music being released today, breaking through isn’t about just one moment, it’s about sustained, intentional effort. And that’s exactly where the indie space has an edge right now.”

“Independent artists and labels are always looking for the next edge, advantage or revolutionizing factor to stay ahead or compete within the larger industry. That same entrepreneurial spirit will continue to allow them to push boundaries and adapt quickly.”

“With the industry becoming fundamentally democratized, the critical challenge for all players — indie and major alike — has shifted from one of access to one of sustainability. For long-term success, longevity and scalable growth, the ability to build robust operational and creative infrastructure around artistic output is paramount. This encompasses everything from streamlined production and A&R to sophisticated artist development. We observe a similar, acute need for this structure emerging within the indie space today. Ultimately, the strategic goal is to evolve alongside rapidly advancing technology without sacrificing core identity or creative edge. This pursuit of continuous, enduring evolution is a direction we have been committed to for over three decades at SM, and it is the central mandate of our SM NEXT 3.0 vision.”

“Speed is replacing strategy. The current ecosystem rewards rapid release cycles and viral content, leaving less room for the kind of long-term artist development and cohesive storytelling that has traditionally been a strength of the independent space.”

“Honestly, the pressure to move fast is real. The algorithm doesn’t care about your rollout, it wants content constantly, and if you’re not feeding it, you’re invisible. A lot of indie labels are bending to that. We’re not. The artists we are building, BGK, Odeal, those careers didn’t happen because we chased a moment. They happened because we were intentional. The labels that stay disciplined about development, that actually believe in who they’re signing, those are the ones that are going to matter long-term. Everyone else is just renting relevance.”

“Independence matters more today than ever before, but not all labels and distributors are independently owned, so those who are take the lead. There is a huge opportunity for those who want to grow and more finance options would make a big difference. With the general trend on consolidation continuing, independently owned labels and distribution are more important than ever for the ecosystem and of course for artists and fans who unite around genuine art. The potential to grow the sector is huge if streaming models are reformed to reward real music, new releases and diversity. Ringfencing what is not human is essential. AI training models need diverse music to learn on, which is of course a licensing opportunity for those who want their music used in that way as long as regulatory frameworks on consent and transparency work, but it’s also a different business. This is a key moment and we owe it to fans and artists to be super clear on this.”

“The more of a reliance the industry has on data confirmation before entering into relationships with artists, the more it leaves an open field for indies to be of service to artists in emerging scenes. It’s up to us to recognize and act on those opportunities, however.”

“The indies have always been about challenging norms and creating art that is authentic and moving. Our industry is thriving because independent artistic entrepreneurs are taking creative control, embracing disruption and harnessing tech to build authentic fan connections and vibrant scenes.”

“Change is good. Without change we’d have no industry. Remember, the industry started as a furniture business; making recordings was secondary to selling the furniture. Every time something new comes along — FM radio, multi-track recording, CDs, digital downloads, streaming, AI — it is the equivalent of the first gramophone. Embrace emerging technology, because it’s not going anywhere.”

“The current state of the global industry is incredibly indie friendly right now. Independent artists and entrepreneurs fully control their destiny — release cadence, financials and go-to-market strategy — with the same access afforded across the industry.”

“It’s exciting to see artists, managers and executives get their 10,000 hours in the indie space. The more educated we all are, the more capable we will all be at having success.”

“How music is discovered, enjoyed and consumed has changed so dramatically in the last five years. I believe the next five will see even more disruption — always a good environment for independent artists to thrive.”

“The changes in the industry are giving us one of the most exciting times to be an independent artist or label ever in history. In a way, there are literally no rules — you can be as creative as you want and scale quickly. Artists and great independent partners are creating substantial value that big partners have to write big checks for.”

“The current reset in the music industry reveals a deeper shift away from scale as the primary driver of value, and toward culture, trust and artistic identity. As major labels face slowing streaming growth and increasing platform and AI pressures, their model — built on volume and global catalogue dominance — is being tested. In contrast, the indie space is structurally aligned with where the market is heading: a label defined by taste, artist relationships and cultural credibility. In an environment where content is abundant and attention is scarce, the ability to curate, to build meaningful worlds around artists and to foster genuine, long-term creative partnerships becomes more valuable than sheer scale. What is emerging is not a diminished opportunity, but a rebalanced one, where independent labels that prioritize identity over volume are uniquely positioned to build sustainable, culturally impactful careers, and in doing so, define the next phase of the industry.”

“One of the most profound shifts currently underway is driven by AI and GenAI, which will impact everyone, from creators, to businesses, to fans and the industry at large. As with any innovation, it is crucial we approach GenAI responsibly, by embracing and promoting responsible GenAI innovation, to best serve artists while protecting their interests. At Believe, this approach is grounded in four core principles: Consent, Control, Compensation and Transparency. AI needs to help discoverability, creativity and generating new revenue. We are currently working on detection, licensing and content creation, in line with our four core principles.”

“The music industry’s increasing complexity, driven by global and digital expansion, presents significant challenges for independent artists seeking to break through, connect with their audiences and build sustainable careers. There is so much to take into account — from mastering data analysis to marketing strategies, all the way to being familiar with new platforms and markets. It’s essential for artists to find the right partner to navigate this complex ecosystem — one that can provide the best tools, deliver the right insights, leverage the best relationships and ultimately empower them to reach their vision of success.”

“The challenges are the same existential ones — how do indie artists get their music heard? Where before it was access to storefronts, now with the high volume of tracks released every day to streaming platforms, the greatest challenge in the independent industry has been to help artists find their fans. With the emergence of new technologies, streaming’s role in music discovery, and advanced data and reporting features, independent artists have been given the power to reach audiences without needing the resources of a major label or being reliant on traditional media and radio promotion. There’s an audience out there for every artist, and the industry has evolved to a point where independent artists have access to the right partners and are able to find and reach fans directly.”

“Independent artists now have the ability to reach listeners across the world without the barriers that once existed, because music now moves freely across platforms and borders. That kind of global access creates an opportunity to build genuine fan connections that support sustainable careers, without requiring resources traditionally inaccessible to independent artists.”

“Whether it’s from socials or streaming, it’s never been more possible — or more important — to reach a diverse audience and expose new listeners to the music we’ve released over the past 50 years.”

“We are in a constantly changing industry and we have to continue to try new approaches in all areas of working a record while remembering that our artists guide what fits and what doesn’t.”

“Indies can react and morph in an industry dominated by majors. It makes us all very nimble and flexible. We can deliver the best of both worlds.”

“With press, marketing and social media landscapes in constant flux and, in many ways, intersecting, people’s attention and the general culture at large feels more segmented than ever. How to reach existing and new fans is a constant challenge; how to approach in a way that stays true to the artists we work with is the goal.”

“Indies have never had more tools to access the market and leverage the value of their rights, creating significant opportunities. At the same time, we’re operating in an attention economy flooded with content. For artists, building value and genuine fan connection now requires constant, intentional storytelling across fragmented platforms — a demand that falls hardest on smaller teams who increasingly need expert partners to navigate the landscape.

“As the industry continues to shift, from streaming economics to AI licensing and direct-to-fan models, we remain confident that an agile, culture-centric model that flexibly serves independents of all stripes is the right strategy. The independent sector has always been defined by deep cultural understanding and close human partnerships. Mega-scale systems built around millions of recordings aren’t naturally set up to serve what artists and labels truly need to succeed. Our focus is on developing right-scaled, flexible solutions for those who benefit most from them.”

“Bundling of books and podcasts into music streaming apps, and then books and video podcasts being pushed hard upon opening apps, is changing music streaming consumption. Music is still undervalued in this bundling mix. The blurring of the lines when people are counting what is independent when it comes to market share presentations confuses the entire situation and often works against true independent labels and  distributors. The lack of venues to play and the cost of touring is a challenge for bands and managers, as that’s the incubator of tomorrow’s artists.”

“The range of options today gives artists and independent labels more control over how they build and grow their careers and businesses than ever before. In today’s environment, they need partners who are flexible, competitive and able to execute globally. That’s what we’re building at Virgin and it’s made this one of the most exciting periods we’ve seen in the industry over the past two decades.”

“It’s getting more and more competitive, which means that we need to continually improve, evolve and refine how we best serve our artists and label partners.”

“I’m not sure I want to acknowledge the existence of an indie ‘space.’ Semantics aside, we should all be concerned that our friends — okay, not friends — in tech have graduated from ‘ask forgiveness rather than permission’ to ‘eradicate all human expression and/or humans.’ These present challenges in many other fields but increasingly so in this one.”

“The algorithm doesn’t favor challenging music.”

“In many ways, the more the world changes, the more it stays the same. Indies have always won by understanding a musical space better than anyone else and partnering with amazing artists in that universe. While today has unique challenges with unlimited noise to cut through, if you find truly special artists who want to work hard and provide them with both the resources and time to thrive, they ultimately will.”

“The rapid advancement of technology has made it possible for artists to grow quickly and even go viral within seconds. On the surface, it can seem like artists can build and sustain their careers entirely on their own, without a team, but that’s not actually the case. In fact, the barrier to entry is lower than ever, which means the competition is significantly higher. More artists are getting attention, but fewer are converting that attention into long-term growth. This is where the indie space is evolving: it’s no longer just about access, but about what you do with that access.”

“The current shifts within the music industry are proving to be highly advantageous for independent companies. We are witnessing a remarkable trend where indie labels are not only capturing market share at an accelerated pace compared to the major labels but are also establishing a stronger foothold in this evolving landscape. As an indie label ourselves, we are experiencing significant visibility and recognition, thanks to the changing dynamics that favor our offerings and creative freedom in this vibrant ecosystem.”

“I think the biggest impact right now is the DIY, D2C mindset artists have now across all genres. The goal now is to make music and connect with like-minded people and build community within your niche audience as an artist, which works in the indie space because that has always been the driving force to be indie.”

“Indies are being forced to adopt the same practices that they were designed to resist: Algorithms, metrics-driven decisions, manufactured fan behavior. There’s a belief that attention can be manufactured if you optimize and flood all the zones. When discovery and fandom are manipulated — and often done so at an expense — it erodes the principles on which art-forward independent labels were built on. For indies trying to compete, that creates a real tension. Because oftentimes, the most successful artists aren’t the most optimized. They’re the ones people discover on their own, become lasting fans of and listen to again and again.”

“As a distributor we need to be proactive and vigilant in protecting our partners against AI fraud.”

“Intensifying competition combined with shrinking attention spans and DSPs squeezing margins are all pushing to lower streaming economics. Meanwhile, major labels continue to blur the lines with the indie sector. Independent artists are rising to the challenge and standing out through raw creativity in an increasingly crowded market.”