Ever wondered what makes an artist “indie”? You’ll find the terms “independent artists” or “indie artists” thrown around in the music business, radio and press. But what does it mean? Turns out, there’s more to it than you realise… Let’s go behind the scenes.
What is an Independent Artist?
Simply put, indie artists are musicians or bands without a recording contract. That can mean one of two things. It usually means they’re unsigned. However, if they release music through indie labels with no partnership with the major record labels they are also sometimes considered an indie artist. The major labels are EMI, Sony BMG, Universal Music Group and Warner Music Group.
What is an Indie Label?
An indie label, short for independent record label, is a music company that works without connections to the big companies known as major labels. It’s easy to mistake an indie label. Here’s why… Major labels are the big dogs in the music industry and many household pop artists you’ve heard of will work on these labels.
When an indie label does well, big labels might buy them out. They call these bought-out indie labels “subsidiaries,” and they keep the original name and style to keep that indie feel. So although an indie label might appear independent, it might not be and can be owned by the majors. Into the nitty gritty, if a major owns 50% or more of an indie label, then the major would have control over it.
Indie Labels: The Pioneers
History says that indie labels are the pioneers. Think as far back as the birth of rock and roll. The punk scene of the 70s. Brit-pop in the 90s. Nowadays Grime. They’re the ones that are ahead of the curve. It’s the indie labels who take risks.
A little side note… You may wonder if there’s a link to indie music. Totally! Indie music has a deep-rooted connection to independent record labels. In the 1980s, “indie” referred to music released by independent labels. As the 90s rolled in, “indie” had grown into a subgenre of rock. The term generalised the style of music bands on independent record labels were producing. To this day we refer to bands as indie regardless of label.
These days, starting your own record label is easier than ever. Mostly in part to digital distributors. These companies help get your music onto platforms such as Spotify. So, independent artists can release their music with no big record label. When self-releasing on your own label, we consider this an indie label.
Should I Sign to a Major Label?
Most times, there’s no choice. Record labels look for guaranteed success. So if you aren’t ready-made, boasting a high number of social media followers, the opportunity may not present itself. In this case, it’s independent all the way. Many indie artists see signing to a major as a goal to work towards. Believe me, if you’re selling out shows, creeping into the charts, or getting those social numbers, then the majors will turn heads.
Pros and Cons of Major Label Deals
Let’s face it, if the majors come knocking, you’ll be brave to turn them down. There’s a prestige that comes with major label representation…
Not only will listeners see it as a seal of approval, but they have the power and the means to promote your record. The support team is there, so you can concentrate on the music. No more admin. They’ll have you covered.
Perhaps the most exciting thing about a major is the clout. Think radio plays, tour supports, or the front cover of a magazine. Don’t worry about the cost of microphones either. You’ll be carted into plush studios to record. Simply put, a major will make sure your music not only sounds pro but receives increased exposure, thus increasing your chances of success.
According to Wiki, while indie labels release 66% of music, they only account for 20% of all sales. This reveals the dynamics of the industry.
Yet, all that glitters isn’t gold.
When you’re signed, you get an advance. You won’t have to worry about recording, mixing and mastering costs, so it’s easy to think you’ve made it. But it’s important to look at this as a loan. As royalties trickle in, the label will take these back to recoup the advance. This can mean you might not see royalties for a while.
Why Being an Independent Artist is Better?
Any independent music artist that says they’ll never consider signing to a major label is either a liar or they’re downright takin’ it to the system. Truth is, most of the time, going independent is the only means to get your music out there. But even if you have no choice, the indie route can have benefits.
Consider, on a major, you’ll be a small fish in a big pond. Don’t fancy taking a back seat while the majors plough money into a new pop sensation? Independent is for you. Not forgetting your reputation is hard to recover. If you flop on the first album. It’s hard to find your way back. Considering 9/10 major-label albums fail to recoup costs, the odds are against you.
Financial Independence and Artistic Freedom
When royalties come, as an independent artist, you’ll have the lot. Let’s say, 4 of you in a band split recording costs even. You’ll get 25% of the record sales each. Significantly more than with a label. But for balance, 100% of nothing is $0. A small percentage of something is, well, you get it.
Have you noticed Taylor Swift re-recording her back catalogue? In 2019, much to Tay Tay’s distress, Scooter Braun purchased the master recordings of her catalogue. It got worse in March 2020, when Braun sold the masters again. It’s alleged he sold them for $300 million to a private equity company called Shamrock Holdings.
By re-recording, she gains some control of the new master recordings. Although “Taylor’s Version” albums are released on Universal subsidiary Republic, I’d imagine she had the weight to have more control. Else, it’d be back to square one. Point being, you won’t have 100% ownership on any label. Without any ownership, you have little say on what happens to those recordings. But if you’ve paid for your own recording or self-produced, you can do what you want.
But what about creativity? If you’re releasing on your own label, you have full creative direction. So, fancy producing a new wave instrumental trilogy, if the numbers don’t stack, you can forget it on the majors. But this isn’t one size fits all. It depends on personnel and more. You might find some independent record labels offer more creative control.
Control is a theme throughout. I once knew of a famous artist. They were at the top of their game, sitting at the top of the charts. When invited to perform guest vocals with a band they admired, it was the icing on the cake. They were to feature on a song with their heroes.
So, they recorded it, and it sounded great. As release came closer, the major record label intervened to take the vocals off the recording. The record label didn’t want their vocals included on a record by a band on another label. Legally, they were right. It was in the contract. Morally, maybe not so much.
So indie means freedom. You can pick your sound, logo, jacket, haircut, everything. The problem is you’ll have to be hands-on to make it a success. If it’s a success and you sell loads? That’s when, ironically, the majors come knocking and that’s how you get signed by a record label.
Famous Independent Artists
Let’s look at some famous independent artists to inspire!
Macklemore: Macklemore LLC
In 2012, when Thrift Shop exploded onto the scene, you may have assumed Macklemore came out of the blue with major backing. The truth is quite different. It was an independent release through Macklemore LLC. Despite many offers, they continue on the independent path. But here’s a tip. They’ve had help in the form of the Alternative Distribution Alliance (ADA). This is a distribution company owned by the Warner Music Group.
Jack White: Third Man Records
Third Man Records is the brainchild of Jack White. It’s grown from strength to strength and now has a roster of many talented indie artists. White has always been a pioneer of the independent music label. They released early White Stripes records on XL Recordings. A noteworthy indie label with a track record of breaking downright cool music.
Chance the Rapper: Self-Released
Best Rap Album, Best New Artist, Best Rap Performance at the 2017 Grammy Awards. Safe to say he got recognition leading up to the release of The Big Day. You guessed it, the debut studio album was self-released.
Curfew
As Chance the Rapper remarked, “I don’t see myself ever being in a position where I need to sign to a label.” This quote embodies the spirit of independence. The sense of rebellion. While it might not be the easiest route, countless artists have and will thrive. Whether you’re starting out or a seasoned veteran, Embrace the creativity that comes with the freedom. That’s what makes a great independent artist!
So, as the lights dim and the curtains draw, consider this… Being an independent artist doesn’t just mean you’re without a label. It can be a career choice; a mindset and a way of life.
I hope you know what an independent artist is and what it entails. Ready to make your way in the music industry? Follow for expert tips and insights. What’s your take? Drop your thoughts or comments below.
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