EXCLUSIVE: Independent Artists Embracing DIY Approach To Retain Creative Control

Independent digital music distribution and artist services company GYROstream has unveiled its annual SoundCheck report. This year’s edition features over 400 independent artists and industry professionals from Australia and New Zealand.

The report addresses trends in the music industry (such as release strategies and other promotional tactics), the impact of AI, and the state of the live music climate.

With the report finding that two thirds of artists surveyed tend to gravitate towards singles rather than EPs and albums, independent artists are finding new ways to release music despite financial constraints.

Two-thirds of artists have release budgets of under $500, so they’re readily embracing DIY methods to make their own music videos, TikToks, and other materials. 43% of respondents stated that content creation is the “most potent promotional tool,” a huge leap from 27.3% in 2023. However, audience growth and securing funding remain the most challenging obstacles to a sustainable music career.

63.8% of respondents expressed their preference for independence in the report, citing “creative control” as a key motivator, building their careers on their own terms, even if that means taking on multiple jobs like self-promotion, budgeting, and building their brand.

Elsewhere in the report, 40% of respondents said they incorporate AI into their creative and operational work. Artists are cautiously optimistic about AI’s growth, remaining vigilant about maintaining their creative freedom while experimenting with AI for music production and marketing.

In terms of live music, more artists are playing non-ticketed shows. There’s been a change in ticket buyers’ behaviours (less alcohol consumption, buying tickets later), but independent artists are also looking to keep live music accessible and equal for all.

The report also found that 37.1% of artists reported disruptions from festival and tour cancellations, seeking more robust support for the live music industry.

Notable artists who work within the GYROgroup include The Amity Affliction, Eskimo Joe, Lithe, Jem Cassar-Daley, Ruel, Polish Club, WILLOW, and more.

Founding partner and CMO of GYROstream, Viv Mellish, said of the fourth GYROsurvey: “This is the fourth year of the GYROsurvey, and it's so great to see how it's evolved. Every year, there's a piece of data that surprises us - this year, for me, it was the significant increase in content creation as the most successful method for artist promotion in just one year and the increasing use of AI as part of the release process.

“We are so grateful to the artists for telling us what matters to them, and we hope that by continually sharing this data, it helps inform changes over time and spark conversation. We hope the GYROsurvey can go some way to helping the wider industry to continue to understand and respond to the unique needs of independent artists.”

You can check out the SoundCheck report here.