The from the artists revenue (Aristake, 2017). The

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internet has revolutionized the music industry for both new and
developed artists in regards to distribution of their music and
promotion of tours and albums. The rise in popularity of streaming
services over the last five years has opened a new door for artists
to sell their music and reach countires or regions that would not
have been profitable with physical sales. The use of social media as
a promotion tool has also given artists the ability to reach a wider
audience than that of their base country or their strongest market.
While these tools are of a definite benefit to already established
artists, they have enabled DIY artists to release music, promote,
and even profit without the need to sell the rights of their music to
record labels and promotion companies.The goal of online
distribution for an artist is to get music on to streaming services
and online stores like Spotify, Apple Music or Google
Play(Landr,2017). But before this can be achieved an artist must go
through an aggregator or digital distribution company. These
companies supply the music to the online streaming services and
collect money from the service for the artist with some even
branching out into collecting royalties from other sources (Aristake.
2017). The advantage to using aggregators is that the artist retains
100% of the rights to their music and can end the deal at any time.
However the aggregators may charge a yearly fee or take a percentage
commission from the artists revenue (Aristake, 2017). The way fees
and commissions are applied and the services provided differs between
companies. For example: AWAL have no yearly fees but charge
15% comission on the artist sales while giving the artist access to
excellent analytics (Aristake 2017).

charges no commission but charges yearly fees per album or single and
gives access to daily sales trends and monthly sales reports. They
also offer to collect royalties from other souces at 10% commission
(TuneCore, 2017).

could be argued that because of the differences between the services
and charges of each aggregator that the best option depends on the
means and needs of each indivdual artist.Once an aggregator
has recieved music from the artist they will then supply the music to
a streaming service. The largest of which are:Spotify, which
at the moment is the industry leader with 140 million users and 60
million paid subscribers (Fortune, 2017).Apple Music, with 28
million paid users and no option for a free service (Fortune,
2017).Amazon Music Unlimited, with 16 million paid users and
also offers no free service (Fortune, 2017).Deezer, at fourth
in the list with 12 million active users and 9 million paid
subscribers. Deezer also has a service to promote emerging artists in
less mainstream genres called the “Next Program” (Fortune,
2017).While most of the top aggregators will supply music to
all of the top streaming services, Deezer’s Next Program makes it
stand out for the DIY artist to aim for especially if their genre is
not mainstream.
are a variety of ways to promote and publicise a DIY artist’s music
online with the obvious first choices being the top social media
sites such as Twitter, Instagram, and Facebook. According to New
Artist Model social media posts should be 80% conversational and
interesting leaving 20% for promotional material to keep the user
interested and not overwhelmed by constant posts. They suggest
sharing gig photos, studio updates and short teasers of songs. While
not necessarily promotional they help keep the fans updated (New
Artist Model, 2017).However Facebook’s algorithm for
determining which posts will be seen by fans has been reduced the
effectiveness of the site with the average visibilty of a post being
5-10% of the artists fanbase. Facebook offer a payment service to
increase this but a DIY artist may not be able to afford this as an
expense (Bandzoogle, 2017)

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is argued that an artists own website would be a necessary expense as
a social media company can collapse or change without the artists
knowledge. An essential component of an artists website should be a
Digital Press Kit for access by media and industry visitors. This
should include a short bio, promo photos, music videos, reviews,
notable achievements, contact info, and social media. Creation of an
email list of fans to provide updates and promotional material is
also essential (Bandzoogle, 2017).An artist should build a
database of music sites and blogs, especially those that deal solely
with the artist’s particular genre to have more access to that
genre’s fanbase. These sites and blogs should be contacted and have
the artists music pitched for a slot or review on the site (The
Balance, 2017)One of the most obvious tools for promotion
would be Youtube, with many artists having achieved success on the
platform. At the moment youtube is the second largest search engine
after Google with approximately 3 billion searches every month. Music
is the most searched topic on youtube with 95 million people
subscribed to its general music channel alone (Bandzoogle,
2017).There are countless example of artists who have
achieved success because of the use of the internet. Examples of
these include:Basshunter: A DJ and EDM artist from Sweden
released his first single “Botten Anna” online in March 2006,
which achieved 37,000 downloads in its first 24 hours and 1 million
downloads by three months. (Svenska Dagbladet, 2006) His first album
“LOL” achieved number 5 in Sweden(, 2006) and 3
in Denmark (, 2006).Ewan Dobson: A Canadian
classical guitarist who began his career by winning various guiar
competitions in Canada in the early 2000s. He came to widespread fame
when his song “Time 2” was released on youtube which now has over
25 million views (Youtube, 2017). The song subsuquently went on to
reach number one on iTunes in Finland, Germany, and Sweden, with a
further sixteen of his songs charting on iTunes since. (Inside
Toronto, 2013).

internet has been instrumental in paving the way for fledgling DIY
artists to achieve success via the main streaming services and even
youtube to distribute their music worldwide and reach audiences
prieviously impossible without the help of a record label. It has
also become a necessary promotional tool where without the use of
social media and websites it has become very difficult to achieve

Categories: Artists


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