Indie Artists Have More Power Than Ever in Sweden. Could Covid-19 Take the Trend Global?
from independent artists via platforms like Ditto, TuneCore, UnitedMasters, and CD Baby. These factors lead to the logical assumption that we’re about to see a significant global rise in indie artist market share.
Diego Farias, CEO of Amuse, concurs with this version of events, and predicts that the current situation could even be responsible for accelerating ‘the Sweden effect’ to other corners of the globe. He says: “We believe that [Covid-19] will perhaps speed up a transition that was already taking place; it will allow indie artists to grow [chart share] at a much faster pace in a market like the US, which was, remember, initially very resistant to a change like streaming.
“This could be a big catalyst. In a couple of years we will look back at this moment and probably say, ‘Wow, Covid-19, with all the bad things it brought, actually accelerated the growth of independents and their ability to impact charts around the world.'”says its DIY user uploads rose 300% year-on-year in March.
Adds Farias: “Whatever role radio has played in the past, the real impact [in terms of music promotion] right now is coming on social media — something completely owned by the artist. And independent artists control their media channels in a way that not all major label artists have necessarily had to do in the past few years. It’s a truly digital landscape, and that’s where the opportunity becomes so self-evident for independent artists.
“In a couple of years we will look back at this moment and probably say, ‘Wow, Covid-19, with all the bad things it brought, actually accelerated the growth of independents and their ability to impact charts around the world.” —Diego Farias, Amuse, the major labels are fighting back.
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