The are applied and the services provided

The
internet has changed the landscape of the music industry for both new
and developed artists in regards to distribution of their music and
promotion of their material. The rise in popularity of streaming
services over the last five years has given artists opportunity to
sell their music and reach countires or regions that would not have
been profitable with physical sales. The use of social media as a
promotion tool has also given artists the ability to reach a wider
audience than that of their base country or their strongest market.
While these tools are of a definite benefit to already established
artists, they have enabled DIY artists to release music, promote,
and even profit without the need to sell the rights of their music to
record labels and promotion companies.The main objective of
online distribution for an artist is to get music on to streaming
services and online stores like Spotify, Apple Music or Google
Play(Landr,2017). But before this can be achieved an artist must go
through an aggregator or digital distribution company. These
companies supply the music to the online streaming services and
collect money from the service for the artist with some even
beginning to collect royalties from other sources (Aristake. 2017).
The advantage to using aggregators is that the artist retains 100% of
the rights to their music and can end the deal at any time. However
the aggregators may charge a yearly fee or take a percentage of their
streaming revenue as commission from the artist (Aristake, 2017). The
way fees and commissions are applied and the services provided
differs between companies. For example: AWAL have no yearly
fees but charge 15% comission on the artist sales while giving the
artist access to in depth analytics (Aristake 2017).

TuneCore
charges no commission but charges yearly fees per album or single and
gives access to daily sales trends and monthly sales reports. They
also offer to collect royalties from other souces at 10% commission
(TuneCore, 2017).

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It
could be argued that because of the differences between the services
and charges of each aggregator that the best option depends on the
means and needs of each indivdual artist.Once an aggregator
has recieved music from the artist they will then supply the music to
a streaming service. The largest of which are:Spotify, which
at the moment is at the top of the industry with 140 million users
and 60 million paid subscribers (Fortune, 2017).Apple Music,
with 28 million paid subscribers and no option for a free service
(Fortune, 2017).Amazon Music Unlimited, with 16 million paid
users and also does not offer a free service (Fortune,
2017).Deezer, at fourth in the list with 12 million active
users and 9 million paid subscribers. Deezer also has a service to
promote emerging artists in less mainstream genres called the “Next
Program” (Fortune, 2017).

While
most of the top aggregators will supply music to all of the top
streaming services, Deezer’s Next Program makes it stand out for the
DIY artist to aim for especially if their genre is not mainstream.

There
are a variety of ways to promote and publicise a DIY artist’s music
online with the obvious first choices being the top social media
sites such as Twitter, Instagram, and Facebook. According to New
Artist Model social media posts should be 80% conversational and
interesting leaving 20% for promotional material to keep the user
interested and not overwhelmed by constant posts. They suggest
sharing gig photos, studio updates and short teasers of songs. While
not necessarily promotional they help keep the fans updated (New
Artist Model, 2017).However Facebook’s algorithm for
determining the content seen by fans on their newsfeed has reduced
the effectiveness of the site as a promotional tool with the average
visibilty of a post being 5-10% of the artists fanbase. Facebook
offer a payment service to increase this but a DIY artist may not be
able to afford this as an expense (Bandzoogle, 2017)

It
is argued that an artists own website would be a necessary expense as
a social media company can collapse or change without the artists
knowledge. An essential component of an artists website should be a
Digital Press Kit for access by media and industry visitors. This
should include a short bio, promo photos, music videos, reviews,
notable achievements, contact info, and social media. Creation of an
email list of fans to provide updates and promotional material is
also essential (Bandzoogle, 2017).An artist should build a
database of music sites and blogs, especially those that deal solely
with the artist’s particular genre to have more access to that
genre’s fanbase. These sites and blogs should be contacted and have
the artists music pitched for a slot or review on the site (The
Balance, 2017)One of the most obvious tools for promotion
would be Youtube, with many artists having achieved success on the
platform. At the moment youtube is the second largest search engine
after Google with approximately 3 billion searches every month. Music
is the most searched term on youtube with 95 million subscribers to
its general music channel alone (Bandzoogle, 2017).There are
countless example of artists who have achieved success because of the
use of the internet. Examples of these include:Basshunter: A
DJ and EDM artist from Sweden released his first single “Botten
Anna” online in March 2006, which achieved 37,000 downloads in its
first 24 hours and 1 million downloads by three months. (Svenska
Dagbladet, 2006) His first album “LOL” achieved number 5 in
Sweden(Swedishcharts.com, 2006) and 3 in Denmark (Danishcharts.com,
2006).Ewan Dobson: A Canadian classical guitarist who began
his career by winning various guiar competitions in Canada in the
early 2000s. He came to widespread fame when his song “Time 2”
was released on youtube which now has over 25 million views (Youtube,
2017). The song subsuquently went on to reach number one on iTunes in
Finland, Germany, and Sweden, with a further sixteen of his songs
charting on iTunes since. (Inside Toronto, 2013).

The
internet has been instrumental in paving the way for fledgling DIY
artists to achieve success via the main streaming services and even
youtube to distribute their music worldwide and reach audiences
prieviously impossible without the help of a record label. It has
also become a necessary promotional tool where without the use of
social media and websites it has become very difficult to achieve
success.