Major label deals are expiring, should bands go independent?
Perhaps. But let's take it a step further.
Awhile back, Billboard wrote an article titled: With Major Label Deals Expiring, Will Beloved Alt Bands Go Indie Again? You can read that article here, but here’s the gist. The article discusses how the music industry has changed for indie rock bands who signed deals with major labels in the 2000s. Those deals were typically very favorable to the labels, but now that the contracts are ending, the bands are emerging into a new landscape.
In the past, labels could offer artists national exposure in exchange for low royalties and ownership of the music. Now, artists can build a fanbase online and have more leverage when negotiating deals. This means they can keep more ownership of their music and get higher royalty rates.
However, there are still advantages to working with a major label. They can provide expensive promotion, like radio play, which can help boost album sales and touring. This can be especially helpful for veteran rock bands, whose music may not be streamed as much as other genres.
Ultimately, the decision of whether to work with a major label depends on the artist’s or band's goals. If they are happy to give up some ownership and profit in exchange for promotion, then a major label deal could still be a very good option. However, if they want to retain more control and keep most of the profits, they can look for alternative deals with smaller labels or distribution companies.
Afterall, it’s easier and cheaper than ever for an artist to distribute and put their own music on these streaming platforms.
Here’s my take
Here’s what I say, and I’ll try to keep this brief.
First, sorry to all of my record label friends and connections out there, but there’s still room for you.
Second, let’s take this a step further.
We’re in a completely different era for artists in the music industry. This isn’t our mom and pop’s music industry era. The rise of streaming platforms and social media has only empowered and given artists the opportunities to build a dedicated fanbase directly, putting them in a great position to retain more control and a greater share of the profits they can generate than ever. Artists need to take more advantage of this situation.
This is a pivotal moment for artists to embrace their role as entrepreneurs. It's time for them to take ownership of their business because that's exactly what they are: a business.
Maybe they should or maybe they shouldn’t go independent from a record label. But there is one place of independence they should move toward.
Community is Everything
Let's move beyond the current generic social media platforms like Facebook, X, Instagram, Threads, etc. because there are some clear limitations when it comes to the traditional social media side. The biggest one? Algorithms (more on that below). The second biggest? Not all of their followers are on all of the platforms. They are spread out and hard to reach; therefor, making it nearly impossible to build the community they and the fans want. Instead of multiple communities across multiple platforms, make it easier.
Here's where the concept of a dedicated, artist-controlled community comes in. Think of it as a one stop community platform. And it all happens on the artists’ own website. Fans crave a deeper connection with the artists they love, right? So why not create a space where every fan can connect with each other and the artist directly? This not only fosters a sense of belonging, but it would without a doubt fuel an artist's career. Just imagine a space where fans can discuss music, share their love for the band, and easily connect with the artists themselves. This keeps the fans engaged. That’s the goal. And literally every loyal and dedicated fan would be there. Why wouldn’t they? It seems like a no-brainer.
Monetization
Imagine a subscription service like Patreon or Substack, but taken a step further and hosted directly on the artist's website. This would allow a dedicated space specifically owned by the artist where fans can provide monthly monetary support while guaranteeing a consistent revenue stream the artist can count on. In return, the artist is able to create unique offerings for their fans as a way to incentivize their pledge.
Here are just a few ideas.
Sneak Peeks: Artists can provide sneak peeks of new material or even give fans a glimpse into the creative process by showing demo versions of old material.
Exclusive Merch: Offering limited edition t-shirts, signed vinyl/CDs, or exclusive designs would be a hell of a powerful incentive than any loyal fan would appreciate.
Early Access: Offering fans the privilege of early streaming or pre-release content only leads to building anticipation and excitement.
Direct Communication: Providing a space for exclusive messages between artists and fans only builds that close connection. An artist could even move beyond traditional typed out messages and instead offer Zoom hangouts with fans.
The things artists can decide to offer is abundantly limitless.
The Power of Email:
The power of email is still as strong as it’s ever been. You can’t do the above without being given the fan’s email address. And this is huge because building an email list allows for absolute direct communication with ALL fans who choose to subscribe, keeping them updated on new releases, tours, pre-sale opportunities, exclusive offers, and whatever else the artist can think of.
And the best part? There’s no algorithm getting in the way. Unlike all social media platforms, when it comes to email and you send out a post, it gets delivered to every single fan who ever took the time to sign up.
I just Googled “what percentage of followers see a social media post”. Here’s what it spit out:
On average, though, it's estimated that only about 10-20% of your followers see your posts organically.
That estimate actually seems higher than what I’d guess, but it still proves my point.
Your email client doesn’t decide or limit how many subscribers actually get to see your email—it’s literally every single recipient. Would you rather 10-20% of your followers/subscribers see your post? Or does 100% of your followers/subscribers sound better?
You don’t need to answer. I already know.
Conclusion
Keeping up with all of the new social media networks cropping up (and old ones), it’s overwhelming AF to keep up. I mean, think of it. There are the old cats like Facebook, Instagram, X, TikTok, and LinkedIn (if you want to count that one). But now you have Threads, Bluesky, and Mastodon—and I’m sure I’m missing a few. And then there are the other platforms like Twitch and Discord. That’s A LOT of fucking platforms. And artists are expected to, especially by the labels, be on most, if not all, of them? No fucking thank you.
Honestly, by embracing this approach, artists would not only thrive in the new music landscape but also drive deeper connections with their fanbase which is the lifeblood of their success and what they should be trying to do anyways. This is the essence of what would be an indie resurgence and going back to a DIY roots approach — a return to ownership, a return to control, and an unblocked and untampered with direct connection between artist and fan.
The potential for profit is great for the artist. The potential for reward is high for the fan. The direction is even clearer. It’s what both parties need. So who will be the first artist to take on a non-trendy approach by breaking away from the traditional norm that currently sees going all-in on social media as the only way, and really do something beneficial for themselves and their loyal fanbase?