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 * Music Industry Jargon Busting
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WHAT IS DISTRIBUTION? – MUSIC INDUSTRY JARGON BUSTING

 * Music Industry
 * Music Industry Jargon Busting
 * Music Marketing


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Janelle Borg
April 5, 2021
2 minute read
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WHAT IS DISTRIBUTION?

Essentially, distribution is the process of getting the product – in this case,
a music product – from whoever is releasing it (e.g. you or your label) to the
people (i.e your fans) by using digital streaming platforms (DSPs) and/or record
shops. 

Back in the day, the only options available to music fans to discover new
artists were record stores and the radio. Then, this little thing called the
internet flipped the game on its head, transforming digital music distribution
into the most important game in town.


THE BASICS

From 2015 onwards, digital distribution has become the most important way to
distribute your music. 

This has also shifted the power balance, as it enabled both independent as well
as signed artists to have access to the same platforms. Furthermore, what we
call the “middle persons” had to transform into more artist-friendly platforms,
and artists have been empowered to reach global audiences without having to
drive around like a hustler from record store to record store and spending
thousands on postage.

Companies such as CD Baby, TuneCore and Distrokid serve as the modern link
between the artist and the DSPs. For a fee, they ensure that your music is on
the most popular global streaming platforms. The best thing about these service
providers is that you can keep 100% of the revenue generated. They all offer the
same basic service, but it’s best to educate yourself on the nuances of their
services and see what you’re getting into before you decide which service to
pick. 

The downside of these service providers is that they cater to hundreds of
thousands of artists worldwide – meaning that you won’t get any additional help
such as advice on playlist pitching and all the perks associated with working
with a distribution specialist.

Label service providers usually provide a more bespoke service for artists who
are looking to go that extra mile when it comes to investing in their streaming
strategy. These companies usually have an expert submissions team that directly
deliver your release to key DSPs such as Spotify, Deezer, Tidal, Amazon Music
etc. For a fee, they do all the hard work to turn around releases speedily and
typically manage to have titles on platforms far quicker than if you’re using a
run-of-the-mill distro service provider. 


FINAL NOTES

In the pre-internet era, artists’ income usually depended on the trifecta of
record sales, live music and licencing. In the current information age, the
streaming revenue that reaches artists’ pockets depends on a number of factors –
its worth checking out the MusicFibre’s Streaming Royalties calculator to check
how much money an artist is making from Spotify streams alone. If you really
want to support your favourite artists, make sure that, in addition to streaming
their tunes on your favourite DSP, you purchase their physical records and
merchandise to truly support their artistic career. 

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Author

JANELLE BORG


Janelle knows a thing or two about the music industry. Having been involved in
the industry since the age of 13, she's now involved in a variety of
music-related projects and is always keen to share industry tips 'n' tricks with
fellow musicians.

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