"Diverse agreements cater to distinct musicians' careers": Behind the increasing prevalence of record label services
In the ever-evolving world of music, the artist and label services sector is experiencing rapid growth, driven by a new wave of partnerships that prioritise artists' needs and empower independent labels.
According to Vanessa Bosåen, president of Virgin Music Group, choice is essential when deciding on partnerships. This sentiment is echoed by Nichal Sethi, a possible representative of an artist or label, who stressed that artists and labels will always remain in control of their art, whatever the nature of the partnership.
One of the key players in this shift is TikTok, which launched SoundOn, an all-in-one platform for music marketing and distribution. SoundOn offers tailored deals for both early-stage independent artists and established ones like Tion Wayne. The platform prides itself on not tying artists and labels into long exclusive deals and offers services at a friendly rate.
SoundOn has already made chart impacts with tracks like Pink Lemonade (Str8 Reload) by LeoStayTrill & Mr Reload It, Abracadabra by Wes Nelson feat. Craig David, and Show Me Love by WizTheMC and Bees & Honey.
Another digital music firm, Believe, has flourished due to artists' desire to own their masters, understand their data, and build a career on their own terms. Believe works with labels such as Fabric Records, Rinse Hospital Records, Bella Union, Young Poet, CR2 Records, and Mahogany Records, alongside artists including Mura Masa, Grace Davies, Potter Payper, Rhys Lewis, Craig David, and Strandz.
Clear, strong, and consistent two-way communication is crucial in this congested market, according to Jasmine Bodkin, VP label management at The Orchard UK. The Orchard UK works with clients such as Big Brother Recordings, The Other Songs Records, Boy Better Know, Xtra Mile Recordings, Blossoms, Jack Savoretti, and Raye.
Roo Currier, UK general manager of IDOL, a digital distributor, stated that some acts are seeking more control over their budgets, release schedule, and artistic direction. IDOL only works with music they are passionate about and that they can add value to. The company's roster includes City Slang, Erased Tapes, Fire Records, Full Time Hobby, Glitterbeat, Gondwana, Hassle Records, and Kitsuné.
Technological innovations and platform partnerships are also playing a significant role in this transformation. For example, platforms like MusicTeam partnering with A&R services such as Connex help artists and labels handle the complex process of metadata delivery and rights management efficiently, reducing chaos and ensuring proper credit and payment.
Competition in the sector is fierce, with companies like Create Music Group acquiring independent music companies to gain access to significant new funding and advanced technology platforms. Virgin Music Group, for instance, works with artists including Beabadoobee, Tom Odell, Clairo, Underworld, The Kooks, Van Morrison, Richard Ashcroft, and St Vincent.
Downtown-owned Fuga and Downtown Artist & Label Services work with clients including Insomniac, Naxos, Better Noise, Marathon Artists, Mascot, Armada, Nina Nesbitt, and André Rieu.
The August edition of Music Week features a special report on this booming sector, highlighting these key factors contributing to its growth and competitiveness. The report emphasises the importance of trust, relationship, and communication in partnerships, as well as the commitment of service providers to enthusiasm and passion for the music they work on, ensuring they add value beyond mere distribution.
In conclusion, the artist and label services sector is witnessing a revolution, with a growing number of independent and label service providers innovating to meet artists’ evolving needs and improve operational workflows. This shift is set to continue, driving the sector’s rapid growth and increasing appeal to a broad range of music creators.
- In the digital music market, firms like SoundOn and Believe are thriving as artists are becoming more interested in owning their masters and controlling their data, with SoundOn offering affordable services for artists and labels while avoiding long-term exclusive deals.
- The artist and label services sector is growing and revolutionizing due to technological innovations, platform partnerships, and companies that prioritize artists, empowering independent labels, and providing services tailored to artists' needs, as highlighted in the latest Music Week report.
