With the organisation of large events in the music sector costing upwards of £50,000 for venue hire alone at arenas such as the O2, the cost behind accessing spaces that allow artists to engage with large numbers of fans is exorbitant. Budgets must be acquired for security, ticketing, lighting, health and safety, tech, and more. As such, this access and opportunity to engage fans is oftentimes reserved for those with the backing of the three major labels: Sony BMG; Universal Music Group; and Warner Music Group.

However, since the inception of Covid-19, artists have been able to use social media and live streaming-specific platforms to share their music and engage with fans globally, seeing resounding success at a fraction of the cost. From Nick Cave live streaming shows via DICE, to Leanna Firestone and Em Beihold live streaming through TikTok, independent artists have connected with fans globally, seeing immense success without the financial backing of major labels.

It has been reported by the British Phonographic Industry (BPI) that independent artists and labels now make up more than a quarter of all music consumed in the UK. With a combination of physical and download album sales along with streaming, independent music accounted for 26% of all consumption in 2020.

Previous fundamental shifts in music consumption behaviours were seen with launches of the likes of iTunes and Spotify, monetising the downloading of music and streaming via apps on our phones. Similar to these shifts, live streaming has responded to the need for digital events while artists are unable to tour. Through streaming, platforms have monetised digital gigs and concerts, fundamentally changing the artists fans listen to, and encouraging support for independent artists as they enter our collective consciousness. DICE has been at the forefront of this shift with the launch of their live streaming services this year, supporting both major and up and coming, independent artists with their consistent calendar of live streamed shows.

Live streaming has been absolutely instrumental in the launching of independent artists into the mainstream and their resulting success. Some of the world’s most iconic independents ranging from Frank Ocean to Joshua Radin have utilised live streaming platforms to maximise their exposure and boost their careers. With many turning to streaming as their only form of musical output, the sector has grown exponentially and opened the door for so many independent and signed artists to pursue their careers even as venues were shut and gigs put to a halt.

This no doubt explains the unprecedented dominance of independent artists at the Grammys this year shocking the industry, with independents having taken 52% of the awards. Independent artists’ success boils down to the major success they have seen through live streaming.

While awards ceremonies such as the Grammys, and major venues from the O2 Arena to Southbank Centre have previously been relatively inaccessible to independents, live streaming is the polar opposite. Independent artists who do not have the huge operational budgets required to perform on these stages in the early stages of their careers are still able to access live streaming platforms. These platforms have served to even playing field, allowing independents to engage with fans globally in a way they never could before, thus launching them to stardom in a way that was unheard of pre-pandemic.

Chance the Rapper, AJ Tracey, Jane Weaver, St. Vincent, and Arlo Parks are just a few of the top independent artists that have broken through and built up major international followings. These artists have had major success, leading awards shows such as AIM, and Arlo Parks having even been catapulted from a bedroom producer to a Brit award winner.