The Power of Scaled Distribution: New Paths for Self-releasing Artists

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I was recently invited to speak at YouTube’s Music and Premium Global Product Summit to discuss how product innovation is changing the music distribution landscape and the effect it's having on self-releasing artists.

In the past, major labels have been the power center of the industry, determining who got access to distribution and at what cost. But that’s changed with the growth in market share of independent companies and the rise of platforms like CD Baby, FUGA, Downtown Artists & Label Services, and others. More and more, artists are taking control of their careers and challenging the legacy paradigm. As new products empower artists to reach global audiences, manage their catalogs, and maximize revenue streams, artists are finding creative ways to take advantage of new opportunities in music distribution.

CD Baby was the first distributor to empower independent artists to release their music on their own terms. We pioneered a model that has driven this shift toward greater independence over the past few decades. Whether through physical or digital channels, artists have more freedom than ever to self-release their music and keep creative control over their journeys.

It’s hard to overstate how big this shift has been, not only for self-releasing artists, but for the industry. It’s catalyzed product teams everywhere to focus on tools that give artists more autonomy. And that has played a part in shifting the balance of power from traditional labels to artists when it comes to distribution.

Since CD Baby joined Downtown in 2019, we’ve been able to offer even more opportunities for artists, from publishing services through Songtrust to providing white-glove support to more established artists through Downtown Artist & Label Services. We’ve also expanded our marketing technology offerings through CD Baby-owned Show.co, hosted our popular DIY conference, and developed artist services that cater to those seeking higher-level support. The ecosystem we’re building is designed to meet artists wherever they are in their journey and help them grow at every stage of their career.

And this story of helping artists thrive is unfolding within product teams everywhere. Platforms like YouTube offer artists spaces to distribute and build community. Streaming services are providing more data analytics to understand and reach listeners. And social media platforms are helping artists promote releases and shows.

I left the conversation feeling energized by where we’re headed next. As product innovation scales, so do opportunities for self-releasing artists. As artists become more and more serious about the management of the business behind their careers,there will be better and more effective ways to meet their needs at different levels and help them grow when they are ready Downtown is committed to pushing the industry forward, and CD Baby will keep working to make sure artists have everything they need to distribute their work and take control of their careers.