The Voice of Independent Labels

The music industry is not just about fun and entertainment. It’s not even just about the music and what celebrities do in their free time. The business side is just as important. So like any other business, the music industry has a trade organization. Some may not know about it, others may be well aware of it. It’s called the American Association of Independent Music (A2IM).

The A2IM is a not-for-profit organization that supports and promotes the independent music sector. According to their mission statement, independent music represents “34.5% of the music industry’s market share in the United States (and approximately 40% of SoundScan digital music sales.” Their objective is to not allow independent artists to get overlooked and denied similar opportunities as the artists that are on major labels. More specifically, the objectives of this association are to protect the independent labels in several categories.

·      Fair Trade: achieving commercial success and leveling the playing field with the competing major labels

·      New Technology and Distribution: receiving the same opportunities to take advantage of available new technology and distribution channels

·      Access to Media: pushing for independent labels to receive airplay on the media channels and reminding these media outlets that airwaves are based on diversity and public trust, and therefore should receive fair treatment

·      Legislative: giving the labels a voice when it comes to government and legislative issues

·      Advocacy: developing a structure for sharing information and opportunities to advance

·      International: helping the independent sector to reach international levels through trade negotiations and promoting international visibility

·      Purchasing: discovering ways to create favorable pricing opportunities

·      New Business: creating support and sponsorship opportunities through advertising, internet streamers, distributors, and downstream users of music

·      Branding: raising the perception of the “Indie” brand to parallel the success of the competing major labels.

The 2012 LIBBY Awards

In accordance with their mission and objectives, A2IM has created a way to celebrate and honor independent artists and their successes. The awards ceremony they hold, the Libera Awards (aka LIBBYs), are held annually and strive to make sure the money, time, and self-investments of independent labels are recognized. This is also a way for fans to engage and share in the successes of the artists they love. The name Libera comes from a Latin phrase that means independent, free, and unrestricted. Seeing this as more than a music celebration, A2IM takes advantage of this program to also recognize the fact that as independents, they are free from certain major label restrictions and constrictions.

The awards ceremony of 2012 was the first annual show. It recognized influential people and companies such as Ninja Tune, Bon Iver, Martin Mills, Daptone Records, and Spotify. Awards ceremonies and this association in general helps strengthen the Indie label brand by recognizing the contributions they make to the music industry and the equality of talent. The strength of this sector is only growing, allowing for more independent labels to enter the industry and increase the Indie market share and creating true competition with the major labels.