AFRICA AND THE INDIE ARTISTE
Independent artists are the new norm, as many artists prefer being independent instead of being signed to labels. Unlike before, there has been an influx of independent artists who have emerged into the music industry season in Africa. Many artists are no longer looking for a record label to sign them but are instead looking towards breaking into the industry by themselves. Of recent, independent artists have been able to break into the industry without the assistance of record labels. Not only have they broken out, but some have risen to become international stars. The likes of Master KG, Sho Madjozi, and Oxlade serve as examples of artists who have not only broken out as independent artists but have also gone international. According to Forbes, independent artists are not only making their way in the business without a label, but they are also the fastest–growing segment of the global recorded music business.
Independent artists in Africa have utilised digital platforms such as YouTube, TikTok, Instagram, and streaming platforms such as Spotify and Apple to break out in the industry. They have created and employed creative ways to promote their music on these platforms, especially as they do not have access to a pool of funds, unlike those signed to record labels. This also means that they often try to utilise the little funds they have and strive to maximise it to the fullest.
Access to these digital platforms also means that it is easier to distribute the music, unlike before. The fact that these independent artists own their masters means that they control distribution and how it is distributed. This has given artists more options which benefits them. Unlike before, where you needed the record labels to help distribute your music, technology has primarily changed this, and artists can bypass record labels to distribute music. Also, the distribution companies have become creative in their offerings to artists, especially independent ones, as they now offer services ordinarily offered by record labels, including promotion and funding.
Being independent also means the artists are free to choose the direction of their career and the music they release. This encourages them to be true to themselves and their craft and not be bothered about whether the record label will find the music commercially acceptable or not. Often, artists are coerced by the label into changing their style to suit the needs and requirements of the label. There is pressure on them to change their style to what may be trending, as most labels are more interested in recouping their investments than being true to the style and beliefs of the artiste.
Also, there is the benefit of owning your masters. Ownership of masters has been a significant talking point in the industry in recent times. Famous artists are now interested in collecting ownership of their masters from the label or repurchasing them. This has led to more focus on who owns the masters and artists wanting to own their masters. Being independent means, you own the masters and rights to your song, and invariably the revenue derived from it, unlike artists, signed to record labels.
AFRICA AND THE INDIE ARTISTE
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