MBW’s Stat Of The Week is a series in which we highlight a single data point that deserves the attention of the global music industry. Stat Of the Week is supported by Cinq Music Group, a technology-driven record label, distribution, and rights management company.
The rise of the self-releasing artists sector is one of the most interesting narratives currently playing out in the global music business.
Midia estimates that the independent labels and artists direct (i.e., self-releasing artists) sector generated $9.9 billion combined in 2021.
The ‘artists direct’ segment alone was estimated by Midia in March to have driven $1.5 billion of that $9.9 billion revenue in 2021, up from $1.2 billionthe prior year.
Another way to phrase that, is that those self-releasing artists are estimated to have generated $125 million each month in 2021, or around $4 million every day. Midia also estimates that self-releasing artists’ market share increased to 5.3% in 2021, up from 5.1% in 2020, and up from 1.7% in 2015.
A prominent player in the global DIY music distribution space is Believe-owned service TuneCore, which charges artists a flat annual fee to upload their music to DSPs like Spotify, and it pays those artists 100% of the royalties earned from their music.
According to new stats published by TuneCore on Thursday (December 8), the company has reached a significant new milestone, having paid out $3 billion in royalties to artists since the company was founded in 2006.
That payout figure marks a $500 million increase versus the previous payout update provided by the company, which was $2.5 billion, in April.
TuneCore says that the $3 billion payout figure represents a cumulative total of earnings from all TuneCore music creators – “including artists ranging from hobbyists and nascent music creators to working professionals and even accomplished artists”.
The company also reported on Thursday that over 8,000 TuneCore artists have earned over $10,000 through its platform to date, with “thousands of artists earning between $50,000 and $100,000 and many taking home” over $1 million.
TuneCore claims that this “huge payout to artists is aided by” its direct deals with all digital service providers, which it claims further is “a true differentiator in the market”.
The company noted as part of its announcement that it also “offers additional revenue streams for its artists” via its Social Platforms and YouTube Content ID programs.
TuneCore reported further that its music publishing division has paid artists close to $90 million since the launch of TuneCore Music Publishing Administration in 2011.
It also reported that, at last count, over 400 TuneCore artists have been upstreamed to Believe’s “premium services levels”, Label and Artist Solutions (LAS) as well as Artist Services (AS).
“By strengthening the connections between Believe and TuneCore, the Group has built an offering that fits artists’ needs at all stages of their development, and has created an environment where music creators have the freedom to experiment with all music genres – from traditional to progressive styles,” said TuneCore in its announcement on Thursday.
TuneCore also noted on Thursday that creators outside the US have grown to represent 60% of its new artists and labels.
One such independent artist is Italy-based rapper Vacca, who TuneCore noted previously released albums through EMI (2007’s Faccio quello che voglio), Universal Music Group (2010’s Sporco, 2011’s Pelleossa, 2013’s Pazienza), and Sony Music (2015’s L’ultimo tango).
Vacca commented: “The best moments of my career were when substantial income began to come from my catalog. At that time I began to really understand the greatness of TuneCore and the opportunity it was giving us independent artists. Because of TuneCore, we’re able to directly manage our projects, our art, and consequently also our life.”
In the US, TuneCore cites the likes of Los Angeles-based R&B artist Tanerélle as a successful indie case study, having started her career in 2015 with the electro/dance-pop single Siren, and having since amassed more than 70 million streams on Spotify alone.
“Being an independent artist has allowed me to evolve as a creative, a woman and an activist,” said Tanerélle. “It has allowed me to feel limitless and in control of my own voice and my own destiny. It’s more than anyone could ask for of this craft.”
Credit: Anis Martin
“The achievement of reaching $3 billion earned by self-releasing artists speaks volumes to the importance of supporting all creators equally.”
Denis Ladegaillerie, Chief Executive Officer, Believe, said: “TuneCore is essential to Believe’s overarching mission, as well as key to the Group’s ecosystem, which is designed to support a wide range of artists at all stages of their careers, and across all demographics.
“The achievement of reaching $3 billion earned by self-releasing artists speaks volumes to the importance of supporting all creators equally.
“Which is why the whole artistic community must be nurtured without differentiation to allow the emergence of a new class of self-releasing artists that will be able to sustain themselves by making a living from their art. Not all artists aim at becoming superstars, but all top artists need a launchpad to blossom.”
“Ed Sheeran, Lizzo, and Chance the Rapper all started their careers on TuneCore – in fact, the next Ed Sheeran, the next Lizzo and the next Chance could all very well be on our roster right now.”
Andreea Gleeson, TuneCore
Andreea Gleeson, Chief Executive Officer, TuneCore added: “We’re proud to offer innovative technology-based services at affordable price points to all music creators, whether you’re a beginner or a top artist.
“Ed Sheeran, Lizzo, and Chance the Rapper all started their careers on TuneCore – in fact, the next Ed Sheeran, the next Lizzo and the next Chance could all very well be on our roster right now. Our goal is to give all self-releasing artists the freedom to create, test, perfect – and earn money from – their music, without restrictions.
“When you foster a space where creativity flows, artists are able to push boundaries and that’s where innovation lives – artists collaborating to create new music, new sounds, and new genres.”
The milestone also attracted congratulations from some of TuneCore’s DSP parters including Spotify, Apple, Meta, YouTube and TikTok.
“Congratulations to the team at Tunecore. Their artists are an integral part of our music library and their sounds are used the world over by the community.”
Ole Obermann, Global Head of Music, TikTok, said: “Congratulations to the team at Tunecore. Their artists are an integral part of our music library and their sounds are used the world over by the community.
“We’re proud to partner with them to bring their diverse catalogue to our creators and the TikTok audience globally.”
‘We’re thrilled to be a partner to TuneCore and ensure their diverse roster of creators can promote their music, connect with a global audience and express themselves creatively on YouTube using whatever format works best.”
Lyor Cohen, YouTube
Lyor Cohen, Global Head of Music at YouTube, said: “Congrats to TuneCore on achieving this amazing milestone.
“We’re thrilled to be a partner to TuneCore and ensure their diverse roster of creators can promote their music, connect with a global audience and express themselves creatively on YouTube using whatever format works best.”
“TuneCore fosters an environment where independent artists are able to grow and develop their careers.”
Oliver Schusser, Vice President of Apple Music and Beats, said: “Congratulations to TuneCore on this milestone — TuneCore fosters an environment where independent artists are able to grow and develop their careers.”
“We’re a proud partner of TuneCore, and we congratulate them and the independent artists they champion on this incredible milestone.”
Jeremy Erlich, Spotify
Jeremy Erlich, Vice President & Global Head of Music, Spotify, said: “TuneCore has helped countless talented artists live off their work, which is core to our mission at Spotify.
“We’re a proud partner of TuneCore, and we congratulate them and the independent artists they champion on this incredible milestone.”
Scott Sellwood, Director, Music Business Development and Partnerships, Meta, said: “Congratulations to TuneCore for this great milestone on behalf of their independent artist community”
