The rise of independent artists and the paradox of democratisation in the digital age: Challenges faced by music artists in the new music industry

Abstract

This article investigates the evolution of DIY into a component of mainstream cultural output, the divisions of labour in production, and the meaning of DIY to artist and industry. Given the changing nature of the music industry and the musician's place within it, it is important to examine the meaning of DIY. The merging of traditional and new media has resulted for some, in a more democratic and networked paradigm of distribution and consumption. During this evolution, new skills were developed that benefited artists within this digital context. There are, however, new gatekeepers within the platform space which carry forward elements of traditional music industry hegemony. While access to distribution and production tools is advantageous for musicians working in the ‘new’ music industry, it also introduces new hurdles for artists seeking to reach their audience due to market competition, an unpredictable algorithmic environment as well as cultural and financial capital.