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INDIES RISING
Indie labels are on the rise, and the proof is in the numbers
Though the news may be filled with stories of the challenges facing the music business, perhaps the biggest untold story is that independent labels are currently experiencing some of their greatest successes in recent history. They’re hitting new market share high marks, especially in the digital realm; are increasingly being sought out by the consumer on the wealth of new platforms for hearing music, including webcasting, satellite radio, and downloads; and are breaking records for awards and accolades including a very successful year at the 2009 Grammy’s.
The take-away is clear: when music consumers are presented with real choice, indies rise. And the proof is in the numbers, with increased market share for indie labels now reaching almost a third of all music sales.
DID YOU KNOW THAT. . .
* Independent labels accounted for 32% of aggregate album sales in 2008, up almost 1.5% from 2007.
* Independent artists won 56 awards at this year’s Grammys, up from 36 last year. That marks over 50% of all prizes given out.
* Independent labels, as a group, are the largest owners of master recordings in the industry – over 80% of America’s music is under independent ownership. These labels aren’t just diverse in genre, but in size and business model, ranging from single-artist-owned labels to imprints with decades of history and catalog. What makes a label “an indie” is that its master recordings are not owned by one of the major labels.
* That overwhelming majority of master recordings is testament to the diversity of genres covered by independent labels. The result is remarkable music that crosses boundaries, and may account for why indies notched the best album Grammy in an incredible 24 different genres in 2009.
*On top internet broadcasting platforms, where consumer choice reigns, indies thrive. Overall, independent music makes up approximately 40% of all music played at non-traditional web radio and at industry leading webcaster Pandora, over half of the music users play is independent.
*Consumer choice reigns at digital retailers as well, and the numbers reflect it, with indie market share at digital rising to 38%. Retailers are on board as well, in fact two-thirds of A2IM members have direct deals with iTunes, the industry-leading music retailer.
* In short — when traditional gatekeepers and obstacles to reaching fans are removed, indies thrive.
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