Spotify to help independent musicians grow while preserving artistic freedom
Independent artists are the lifeblood of the music industry — they hold the keys to the evolution of sound. Record labels spend millions of dollars trying to “discover” these hidden gems and turn them into the next big thing.
But last week, Spotify announced a new feature which will allow independent artists to gain more exposure. The beta feature allows artists to directly upload their music to the platform for free. While the feature is currently “invite-only,” representatives indicated it would be open to all in the near future.
Since every artist’s career starts out as independent, many dream of the day they sign to a label. But ironically, label artists constantly have to come to terms with the lack of freedom they’re given from labels. Recent examples of artists losing their independence, like Lil Wayne, show the philosophical importance of independence in artistry.
Syracuse University junior and artist & repertoire major, Anthony Obas, recognizes this and is passionate about helping independent artists reach the next level. With about a dozen artists under his management, he has helped negotiate contracts, organize events, curate projects and manage financials.
“(This move) cuts out the middle-man,” Obas said. “Instead of having to split their profits between managers, labels or distributors, this lets independent artists go straight to Spotify, own their art and reap all the benefits of their hard work.”
Susie Teuscher| Digital Design Editor
While increased accessibility is generally a good thing, critics of Spotify’s addition remain. They point to the rise of SoundCloud and soon to be Spotify rappers, the gentrification of hip-hop’s fanbase and exclusive album releases as indications that things have gone too far.
Some — like Brent Bradley, a columnist for DJ Booth — resist this shift on nostalgic grounds.
“I constantly find myself wondering how much more I might be able to appreciate the actual music had I physically gone out and plucked it from a sea of cellophane-wrapped mysteries,” Bradley said.
Creating music is complex, involving processes such as recording, mastering, marketing, distribution and press. Before signing to a major label, life for most “independent” artist is chaotic as they attempt to create music, advance their careers and build up a fan base with few resources.
For most, this struggle proves critical — approximately 90 percent of musicians remain “undiscovered” throughout their careers. Spotify’s move could change that number.
While the odds are stacked against independent artists, the success of pioneers like Mac Miller, Chance the Rapper and Lil Uzi Vert have proven monumental. Their accomplishments have led to more mainstream acceptance, opportunities and resources for independent artists as a whole.
Susie Teuscher| Digital Design Editor
Two years ago, with his debut album “Coloring Book,” Chance the Rapper signed an exclusive distribution deal with Apple Music. His album went on to stream 57.3 million times in its first week, becoming the first streaming-exclusive album to chart on the Billboard 100.
It served as a testament to both the potential of independent artists and the power of streaming.
Streaming platforms have made it easier for fans to access music and musicians to grow their fan bases digitally. The increased accessibility has helped grow hip hop into a genre that accounted for nearly one-third of all music streams in the first half of 2018, in the U.S.
While most of them lack the resources needed for distribution, coaching or multi-million dollar production, they all share the freedom to truly express themselves without limitation. Spotify is leading the way for independent artists and giving them a freedom they might not have had before. This freedom — and the truth that comes with it — is an artist’s most valuable asset.
Jalen Nash is a junior political science major. His music column appears weekly in Pulp. You can email him at janash@syr.edu or follow him on Twitter @ja_nash3.
