The ever-evolving technology of the digital age has transformed many industries, perhaps most especially music. One of the most important changes is the rise of DIY artists. These independent musicians take on roles traditionally held by record labels and managers, such as producing, recording, promoting, and distributing music.
The ubiquitous nature of digital platforms has allowed artists to reach their audiences more directly. Independent artists earned more than US$1.2bn (£900m) and accounted for 5.1% of the global recorded music market in 2020, according to research from MIDiA Research, as digital transformation continues to reshape the music industry. It reflects that.
The coronavirus pandemic has further accelerated this process, forcing artists to find new ways to connect with audiences when live performances are no longer possible. Many independent musicians have turned to digital platforms as important tools to engage with fans and generate income.
Platforms like TikTok, Twitch, Instagram Live, YouTube, Patreon, and Bandcamp are helping artists adapt to new realities, showcasing their music to a global audience, and discover new music they might not otherwise have discovered. Usage skyrocketed as it attracted fans. When traditional avenues closed, these platforms became a lifeline for visibility and growth.
As a lecturer in digital innovation and entrepreneurship, my work considers the relationship between digital transformation and DIY culture in the music industry, and how it changes the landscape for budding musicians and the business end of music. Masu.
DIY and artistic integrity
The DIY ethos is rooted in independence and resistance to mainstream commercialization and has evolved very successfully in the digital realm. Historically associated with underground culture, this ethos emphasizes creativity, self-control, and sustainability.
DIY artists often take inspiration from the punk movement, which champions autonomy and a do-it-yourself approach to music production and distribution. This ethos has now been applied digitally, with artists using online platforms to reach audiences around the world while maintaining their independence, something that would not have been possible in the analog era.
One of the key challenges DIY artists face is balancing artistic integrity with the ability to make a living. While digital platforms offer unprecedented opportunities for exposure and direct-to-fan (D2F) engagement, they also bring new pressures and dependencies.
For example, the algorithms that manage visibility on platforms like YouTube and Spotify can also be unpredictable, often prioritizing commercial content over niche or experimental work, and artists facing economic challenges. creative vision must be sacrificed to achieve creative survival.
While DIY artists are known for their self-sufficiency, some commercial artists are incorporating elements of the DIY approach, especially when using digital platforms to circumvent traditional industry structures.
get discovered and make money
There are many success stories of DIY artists who have used digital platforms to build their careers commercially. For example, British singer-songwriter Arlo Parks achieved great notoriety by fusing personal experiences with broader social themes.
Her success is a testament to the power of authenticity and her ability to connect with diverse audiences through digital platforms. Similarly, artists like Billie Eilish and (her brother) Finneas have shown how bedroom pop can achieve mainstream success, and the potential of a DIY approach in the digital age. It shows.
Arlo Parks did things his way and won the Mercury Prize in 2021. Thomas Jackson / Alamy
Social media platforms play a key role in the success of DIY artists by helping audiences discover new talent. Platforms like Instagram and TikTok are particularly effective at reaching younger audiences and creating viral content. For example, TikTok has over 1 billion active users worldwide, and its algorithm can propel songs to viral status overnight, significantly increasing an artist’s visibility and reach. .
Subscription platforms like Patreon, Bandcamp, and YouTube allow artists to earn money directly from their work. These platforms allow fans to financially support their favorite artists by offering exclusive content, early access to new releases, and other perks in exchange for a subscription fee. This direct-to-consumer model helps artists generate stable income, allowing them to focus more on their creative endeavors while maintaining a direct connection with their audience.
Despite the vast opportunities created by digital platforms, DIY artists face significant challenges, including financial instability. A recent report by Help Musicians revealed that 98% of musicians are concerned about rising costs in the UK. The inability to make a proper living has led many artists to look for alternative sources of income, such as crowdfunding or exclusive content through subscription services like Patreon.
But as One Direction’s Liam Payne said months before his death, the pressure of maintaining a consistent online presence can also affect mental health, and for artists Balancing D2F engagement and personal health has become essential.
DIY artists like Clairo, who rose to fame for her self-produced online content, also talk about their struggles with the pressures of maintaining a public persona and the impact it has on their mental health.
Constantly advancing new technology has enabled thousands of musicians to avoid the expense and complexity of professional recording studios. Jacob Land / Alamy
DIY communities operating within the digital domain thrive on mutual support and collaboration, as artists support each other in production, promotion, and distribution. This sense of community is critical to maintaining the DIY spirit and managing the complexities of the digital realm.
The future of music looks promising, as the intersection of DIY culture, creativity, and digital platforms continues to evolve and provide new opportunities for artists. The DIY music market grew by 7.6% from 2021 to 2024.
But to continue this growth, these platforms need to remain artist-friendly and provide fair compensation to creators. By embracing the DIY ethos and using digital platforms with global reach, D2F engagement, and the potential to diversify income streams, independent musicians can thrive in the digital realm and build sustainable careers. provides a solid foundation for
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