Independent labels play an important role in the music industry by giving artists control over their careers and music. They account for about 15% of music sales in the US, totaling over $1 billion annually. While they face challenges from major labels and retail consolidation, independent labels promote musical diversity and new genres. The internet offers opportunities for indie labels to market their music more widely, but they must compete for audience on large websites.

1. Ninthuja Saseetharan
Independent Labels
Almost every town in America and Canada had at least a band or an artist that advertises and
promotes their own CD’s. Artists who have local and regional followings can sell around 5000
recordings in a year at their own performances. However, artists who have followings in other states
would be able to sell more recordings. Record labels that focus on one particular genre, can have
more incomes up to several million dollars.
Annually in the United States, sales of indie recordings accounts for over a billion dollars, or
approximately 15% of the sales of all recorded products. Sales of recordings that generate the actual
income may be higher. From performances, Indies sell them there from mail order or on the internet
to their fans instead of bar coding. Therefore, sales generates is not included in the SoundScan
statistics in many non-retail stores.
Benefits for Indie artists and labels would be:
Training Ground for Major Labels – Artists, bands and whole labels would have signed with the major
labels. Major labels had previously disapproved of hip hop and Latin, until the Indie Labels had
encouraged major labels into marketing these genres of music.
Control of their Careers – The artists can make and sell their own recordings profit from their
careers, without giving up their passion and artistic control.
Revitalization of Regional Economies – Musical and audio equipment from local retailers are bought
or rented by Indie labels. They also hire employees, contract services from the local vendors, the
community economic base increased, as artists import money and expand sales beyond their
communities.
Indies under Siege
Competition for the Leisure Dollar – the amount of advertising increased for the consumers, largely
from business for a collection of entertainment and leisure products, which compete for leisure
dollars.
Control of Access to Popular Media – Major labels, television networks and popular magazines that
are owned by large conglomerates, are increasing control over popular entertainment media.
Retail Store Consolidation – Indie artists find it hard to have their products available due to retail
stored increasing consolidation and the loss of mom-and-pop stores.
The Internet
The internet is an ideal standard for providing particular-point interests. Accessibility to hundreds of
genres, offers a public that is progressively interested in music that is not available on popular, large
entertainment mediums. Although there is a great deal of hope that the Internet will balance the
increasing relief of retail stores and radio stations and help indies expose and sell their music, there
are some potential drawbacks.
The expansion of Web sites means that indie artists and labels must find methods for getting people
to them and returning. The competition for audience share and the increasing presence and
dominance of large Web sites by entertainment conglomerates does not make this an easy task for
Indies. Their sites can easily get lost in cyberspace.
Indie labels have encouraged music’s new beginning and revitalised music by widening the spectrum
that is available to the public. The advantages that Indies have are their transference, flexibility and
small scales of process. While the major label industry continues to regulate and narrow its focus to

2. Ninthuja Saseetharan
only a few musical genres, the independent label industry has diversity, passion, vitality and
creativity.
Nevertheless, new strategies must be adopted to maintain and increase the gains Indies have made.
By taking steps to oppose the new challenges that confront them, independent bands and artists can
continue to grow.
Selected Independent Labels in the UK
Atom Sounds This label is used as a opportunity to promoting
new world wide talent, with links to artist pages,
CDs, MP3s and more.
Acoustics Records (UK) This includes; virtuoso recordings of Celtic and
classical mandolin, Irish accordion, folk songs
and children’s music.
Influential House Includes up to date information on the filtered
house music scene. Focusing on the Subliminal
Vibe and much more.
New Earth Records Online resource for James Asher world music,
trance, ambient, global fusion and more.
Jenetic Records UK tech-house, deep house and techno. Free
MP3, streaming tunes, news and reviews. Top
imprints form the likes of SoundTank, DJ
Evolution, Jake & Electric Nudes, Dr Flexible,
Elastik Trickery, and many more.
Exceptional Records London based dance record label. Artists include
Japanese dance DJ Ken Ishii, Susumu Yokota,
Calm, John Beltran, etc.
Damacmusic Soul, and R&B site producing and distributing
some of the best soul and r’n’b.
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