"Label Services Gaining Ground Amongst Music Artists: An Inside Look at the Shift"
In the ever-evolving landscape of the music industry, a shift towards more flexible and artist-centric deal structures is becoming increasingly apparent. This trend, as discussed in the August 2025 edition of Music Week, is driven by artists seeking greater control over their budgets, release schedules, and artistic direction.
One platform leading this change is TikTok's all-in-one platform, SoundOn. Head of SoundOn EMEA, Nichal Sethi, describes it as beneficial for artists with a primary audience on TikTok or those aiming to grow their audience on the platform. SoundOn has already made chart impacts with tracks like Pink Lemonade (Str8 Reload) by LeoStayTrill & Mr Reload It, Abracadabra by Wes Nelson feat. Craig David, and Show Me Love by WizTheMC and Bees & Honey.
Other companies in the sector, such as Believe, IDOL, The Orchard UK, and Virgin Music Group, are also emphasizing the importance of collaboration, passion for the music, and relevant expertise in their services. Believe, for instance, has flourished due to artists wanting to own their masters, understand their data, and build a career on their terms. They work with a diverse roster of labels like Fabric Records, Rinse Hospital Records, Bella Union, and artists including Mura Masa, Grace Davies, and Craig David.
Roo Currier, UK general manager of IDOL, a digital distributor, echoes this sentiment, stating that IDOL only works with music they are passionate about and can add value to. Their roster includes labels like City Slang, Erased Tapes, Fire Records, Full Time Hobby, Glitterbeat, Gondwana, Hassle Records, and Kitsuné.
The Orchard UK, a Music Week Award winner, works with clients like Big Brother Recordings, The Other Songs Records, Boy Better Know, Xtra Mile Recordings, Blossoms, Jack Savoretti, and Raye. Jasmine Bodkin, VP label management at The Orchard UK, highlights the importance of clear, strong, and consistent communication in a congested market.
Virgin Music Group, owned by Downtown, works with artists such as Beabadoobee, Tom Odell, Clairo, Underworld, The Kooks, Van Morrison, Richard Ashcroft, and St Vincent. Vanessa Bosåen, president of Virgin Music Group, stresses that trust, relationship, and communication are essential for success. Downtown-owned Fuga and Downtown Artist & Label Services work with clients like Insomniac, Naxos, Better Noise, Marathon Artists, Mascot, Armada, Nina Nesbitt, and André Rieu.
!K7, an independent music company, was acquired by Create Music Group (CMG) in April this year. This acquisition has given !K7 access to significant new funding and advanced technology platforms. Bosåen, whose details are not provided, asserts that artists and labels can always remain in control of their art, regardless of the nature of their partnerships.
This shift towards more flexible, artist-centric deal structures reflects a growing demand for alternatives to traditional label deals. Companies in this sector are positioning themselves as active collaborators rather than passive distributors, ensuring that artists retain control while accessing scalable services like global distribution, marketing, and real-time data insights. Finding the right partner and team tailored to the artist’s current stage in their career is crucial for success.
- In the music industry, companies like TikTok's SoundOn, Believe, IDOL, The Orchard UK, Virgin Music Group, and others are emphasizing the importance of business, finance, and entertainment, not just music marketing, as they strive to provide artists with collaboration, passion for the music, relevant expertise, and scalable services like global distribution, marketing, and real-time data insights.
- The growing demand for alternatives to traditional label deals is reflected in the shift towards more flexible, artist-centric deal structures, where companies aim to work as active collaborators rather than passive distributors, allowing artists to retain control over their budgets, release schedules, artistic direction, and long-term success in the entertainment business.
