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Supporting Musicians in the Digital Age: The Role of Direct
Purchases
There was a time when I was first introduced to streaming music on platforms like Spotify that it seemed like the perfect answer for fans who had difficulty finding or affording all of the albums that they would like to buy from their favorite artists. It would offer fans a chance to sample the music first so that if they really did not like the album they could choose not to buy it rather than waste their money on something that would never be listened to again. I naively thought that the streaming platforms would make it easier for the fans to hear the music that they might not ordinarily have been able to hear and at the same time pay the artists a fair wage for their creative work so that they could make a living off of the music that they created. I was wrong.
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If you have been paying attention to what has happened since you know that Spotify and most of the other streaming platforms only pay fractions of a cent for streaming rights to the music that artists create while also setting floor limits on how many streams an artist has to achieve to be able to receive any money at all while artists whose stream count was through the roof would get the money instead. Many ambient/electronic artists don't always get that many streams but they shouldn't be cut out of even that little bit of money. Songs with fewer than 1,000 streams in a year don’t qualify for recording royalties under Spotify’s policies.
If you really want to see what goes on at Spotify and why buying is a lot more important than streaming be sure to check out the following book and be prepared to have your eyes opened to exactly how Spotify works and why ambient/electronic music is even more apt to get the short end of the stick.
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Why Buying Albums Online Makes a Difference
In today’s digital age, the landscape of music consumption
has drastically evolved. While streaming services such as Spotify, Apple Music,
Amazon Music, and others have made music more accessible than ever, they have
also introduced significant challenges for musicians and songwriters striving
to make a living from their craft. It is becoming increasingly clear that
musicians and songwriters receive more substantial support from fans who
purchase their albums through online platforms like Bandcamp or directly from
the artist or label's websites.
The Financial Disparity in Streaming vs. Direct Purchases
Streaming platforms offer vast libraries of music at the
fingertips of listeners worldwide, but this convenience comes at a cost to the
artists. The payments artists receive from streaming are minuscule compared to
the revenue generated by direct purchases of digital downloads or physical
products like CDs and vinyl records. For instance, it is estimated that an
artist earns only a fraction of a cent per stream on major platforms. To put
this into perspective, a musician might need millions of streams just to make a
modest income.
On the other hand, when fans purchase albums directly from
platforms like Bandcamp or from the artist’s website, the financial benefit to
the artist is significantly greater. These platforms typically offer artists a
larger share of the sales revenue. For example, Bandcamp takes a 10%
commission on sales of physical merchandise and 15% on digital sales, allowing the artist to keep around 85-90% of the income.
This direct support can make a crucial difference in the artist’s ability to
continue creating music.
The Importance of Supporting Artists Through Purchases
The one thing fans universally desire is new releases from
their favorite artists. However, the sustainability of creating new music is
under threat if artists cannot generate enough revenue to cover their recording
and production costs. The streaming age has not been all sunshine and roses;
while it has democratized access to music, it has not provided a viable
financial model for many artists to thrive.
Musicians and songwriters often invest significant time and
resources into recording and releasing their music. This includes costs for
studio time, mixing, mastering, marketing, and distribution. If the income from
streaming is insufficient to cover these expenses, it becomes challenging for
artists to continue producing new work. By purchasing music directly, fans play
a vital role in ensuring the financial viability of their favorite artists'
careers.
The Myth of an Egalitarian Musical Landscape
When streaming and downloading first emerged, there was a
belief that these technologies would flatten the musical landscape. The idea
was that all musicians and songwriters would have an equal opportunity to reach
listeners without needing a record label. However, this promise has not been
fully realized.
While it is true that digital platforms have lowered the
barriers to entry, allowing more artists to share their music with a global
audience, the sheer volume of available content has made it difficult for
individual artists to stand out. Additionally, the algorithms and playlists on
streaming platforms often favor established artists with large followings,
making it harder for emerging musicians to gain visibility.
Ambient Visions Encouraging Fans to Buy Music
We encourage readers of Ambient Visions to support their favorite artists
by buying their music, not just streaming it. Direct purchases provide artists
with a much-needed financial boost and ensure they can continue creating the
music we love. There was a time before streaming and platforms like Spotify
when buying an album, a CD, a cassette, or an 8-track was the primary way to
enjoy music from your favorite artists. During that era, the direct purchase
model was the norm, providing a more sustainable income for musicians.
Of course, it is essential to acknowledge that even in the
pre-streaming era, artists did not always receive the lion’s share of the
revenue from their music sales. Many were signed with major labels that took a
significant portion of the profits. However, the direct purchase model still
offered a more substantial financial return to artists compared to the
fractions of a cent they earn per stream today.
A Call to Action to fans of Ambient/New Age/Electronic music
As music lovers, we have the power to make a difference in
the lives of the artists we admire. By choosing to buy music directly from
online platforms or the artist’s website, we can ensure that a more significant
portion of our money goes directly to the creators. This support is crucial for
the sustainability of the music industry and the continued production of new
and diverse musical works.
While streaming services have revolutionized how we access
and listen to music, they have also introduced significant financial challenges
for musicians and songwriters. By purchasing albums online, whether digital
downloads or physical products, fans can provide much-needed support to their
favorite artists. Let us remember the importance of direct purchases and take
action to support the musicians who enrich our lives with their art.
Michael Foster, editor
Ambient Visions |
