The ever-advancing technologies of our digital age have transformed many industries, including – and perhaps especially – music. One of the most significant shifts has been the rise of DIY artists. These independent musicians take on roles traditionally held by record labels and managers, such as producing, recording, promoting and distributing their music.
The ubiquitous nature of digital platforms has enabled artists to reach their audiences more directly. According to a study by MIDiA Research, independent artists generated over US$1.2 billion (£900 million) in 2020, accounting for 5.1% of the global recorded music market, reflecting how digital transformations continue to reshape the music industry.
The COVID pandemic further accelerated this process, forcing artists to find new ways to connect with their audiences when live performances were no longer possible. Many independent musicians turned to digital platforms as crucial tools to engage with their fans and generate income.
Platforms such as TikTok, Twitch, Instagram Live, YouTube, Patreon and Bandcampsaw …