Independent artists from Australia and New Zealand want DSPs to pay higher royalties, say Instagram is currently their most effective social promotion tool, and only a third played more than five shows during the last year, according to new survey results.
GYROstream’s first GYROsurvey approached over 200 independent industry people in Australia and New Zealand to take their temperature.
The study found that 64% still want to remain independent while 35% will sign a label.
The main reason for independence (79%) was creative control.
15% suggested a better financial result and 6% had a bad experience with a label.
For those who agreed to hang their star on a label, the main reason (48%) was more support.
Other draws were greater exposure (17%), better networks (17%), financial support (9%) and the prestige of being associated with a brand (7%).
The nearly 90% criticism of Spotify and Facebook’s payment rates was inevitable.
Of the most effective social media platforms for promoting their music, 60% chose Instagram.
Well below were Facebook (29%), YouTube (4%), SoundCloud (3%) and Twitter (1%).
The absence of TikTok is odd, but GYROstream believes that given the platform’s huge growth in popularity over the past 12 months, it will impact the 2022 roster.
Rightly or wrongly, artists think signing up for playlists and engaging on social media are the two most important factors (27% and 26% respectively) when promoting a new release. .
Time of release gets a higher mark (16%) than radio broadcast (14%) and media coverage (13%), while all-important direct fan engagement is relegated to a modest 4%.
The rise of the Internet and streaming services has made online music distribution accessible to everyone.
But conflicting information is reflected in customer service and support and dealing with a local business as the two most important in choosing a service, followed by low fees and easy-to-use technology.
For India, the biggest challenges facing the industry were exposure (27%), lack of live opportunities (21%), revenue (21%), market saturation (17%) , low streaming royalties (7%), learning about industry information (4%), rising marketing costs (4%), and sexual harassment rank oddly low (1%).
GYROstream plans to make GYROsurvey annually to provide an overview of industry trends.
“Over the past two years, everyone has felt more isolated than ever,” said CEO Andy Irvine.
“So we hope that by sending some of these results out into the world, it shows independent artists that collectively, as a community, their opinions are heard and could also give them the tools and information they need to inform their lives. future career decisions and their success. “
A Deloitte / AIR report revealed that in 2017, Australia’s share of the total $ 400 million recording industry had increased to 30%, local artists accounted for 57% of independent sector income, and 95% of its output was new contents.