Independent Canadian Musicians in a World of Music Streaming Platforms

Independent Canadian Musicians in a World of Music Streaming Platforms
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Independent Canadian Musicians in a World of Music Streaming Platforms
Claims
The impact music streaming platforms pose to independent Canadian musicians is critical and has both positive and negative implications for their career growth. Music streaming platforms have transformed the way people consume music (Barata & Coelho, 2021). Unlike in the past, when consumers needed to get physical copies of music, streaming platforms have allowed users to access music from the comfort of their houses for a fee. Users can access thousands of songs cheaper by subscribing to music streaming platforms. The platforms allow musicians to upload their content without necessarily going through the hassle of producing physical copies. On the one hand, streaming platforms allow independent Canadian musicians to access a global audience (DeWaard, Fauteux & Selman, 2022). As an independent musician, accessing international audiences can be challenging because of inadequate resources to promote music. Independent musicians who rely on traditional platforms like radio and television to distribute their music may have limited exposure. Such musicians may never access a global audience. Without a larger audience, the potential source of revenue is limited. Streaming platforms are critical in enabling independent musicians to access audiences that are beyond Canada. With the streaming platforms' global reach, Canadian independent musicians can leverage them to improve their revenue.
On the contrary, while streaming platforms are instrumental in providing Canadian independent musicians with a larger audience, they can negatively affect the artists' revenue streams. Independent musicians in Canada compete with established musicians and major labels, who have more bargaining power. Established musicians and major labels have a say in the revenues they get from streaming platforms. Unlike independent musicians with little bargaining power, these can negotiate the rates they receive from streaming platforms. While the major labels and established musicians negotiate for better royalties, independent artists have to bear with lower payouts.
Evidence
The claims on the negative and positive implications of streaming platforms on independent Canadian musicians can be backed up with evidence. Platforms such as Spotify, Apple Music, and Tidal allow artists to upload their music directly. Independent musicians do not have to rely on third parties to have their music on streaming platforms (Walzer, 2017). The distribution of physical copies of music can be challenging for independent musicians in Canada. This forces musicians to sign contracts with major labels for distribution. However, streaming platforms eliminate the need for musicians to be signed to major record labels to distribute their music. This allows independent musicians an opportunity to control the distribution of their music. Independent musicians can determine the type of music to promote to their clients without the control of labels and promoters (DeWaard, Fauteux & Selman, 2022). In other words, music streaming platforms give Canadian artists the power...