The music industry is undergoing a transformative shift, with technology playing a crucial role in leveling the playing field for Black artists. Thanks to streaming platforms, social media, and other technological advancements, Black recording artists can now reach wider audiences without traditional gatekeepers. This new reach can lead to increased visibility, awareness, and, ultimately, more sales.
“The significant changes that the music industry has undergone over the years have led to positive outcomes for Black music artists,” said Nicole Commissing, Co-Founder/Chief Operating Officer of Strategic Planning for Growth. “From shifts in licensing and rights to a broader cultural awakening, these changes have provided opportunities for Black artists to thrive, express their creativity, and reclaim their narrative.”
Creative control and artistic freedom
Historically, Black music artists often faced challenges regarding creative control and ownership of their work. However, this new generation of performers enjoys more flexibility thanks to independent distribution platforms and direct-to-consumer models. Artists are now more able to retain ownership rights, negotiate favorable contracts, and maintain creative autonomy. This newfound freedom has allowed artists to explore diverse musical genres, blend styles, and experiment more, leading to groundbreaking albums that challenge norms and push artistic boundaries.
Streaming services and global reach
The rise of streaming services has revolutionized music consumption, leveling the playing field for Black artists. Unlike the traditional radio and record label-dominated model, streaming platforms allow artists to bypass traditional gatekeepers and share their music directly with fans. Consequently, Black artists have been able to tap into a global audience that appreciates and celebrates their artistry.
Artists like Nipsey Hussle, Bad Bunny, Frank Ocean, and Chance the Rapper have achieved international acclaim through streaming platforms like Spotify, Apple Music, and YouTube, which have made it easier for artists to share their music with a global audience.
But music professor Dr. Tanya Allen says not everyone has financial success with streaming.
“Anybody who follows music knows that income from streaming is a joke unless you’re one of the most successful artists,” says Allen, who cited artists like Taylor Swift, Drake and Bad Bunny who have been successful with streaming.
Those artists make up a large part of the $9 billion streaming giant, Spotify made in 2023. Spotify says half of that total went to independent labels and artists — $4.5 billion.
Streaming has leveled the playing field in many ways since it became the main platform for music around a decade ago, and the fact that independent artists — which Spotify defines as artists signed to a non-major labels or self-releasing — now account for half of that total, for the first time, is evidence that smaller, independent artists can have success too.
Streaming is changing the musical landscape by removing the gatekeepers and limited airwaves that hinder many artists. Streaming platforms like Spotify, Apple Music, and Tidal offer a smorgasbord of sound, empowering Black artists to bypass traditional barriers and connect directly with audiences worldwide. But it’s not without its challenges.
The way subscription revenue is distributed poses a challenge. Each platform pays a different amount per stream; for instance, Spotify pays approximately $1 for 250 streams. While large artists who garner millions of streams are well-compensated, independent and underground artists struggle. Spotify’s recent policy requiring a song to reach 1,000 streams to be paid further exacerbates this issue, making it harder for lesser-known artists to survive on the platform.
Another significant concern is oversaturation. Streaming platforms encourage quantity over quality, leading major artists to release more music at the expense of artistic integrity. This trend can hurt artists who invest time and passion into creating high-quality, refined projects, Allen said.
More than money
For independent artists like Houston singer Soullia Rae, streaming technology has provided her with the opportunity to use technology to push her music.
“I’m a rising artist, so streaming changed everything for me,” she said. “Before, I would perform live and do pop-up shops, but now we have all these social media platforms to help us reach people globally. It’s all about how to covert the personal essence and touches of meeting me in real life into this digital concept.”
Rae loves being able to use technology to promote her music and provide autonomy over how she chooses to tell her own story.
“As an independent artist, I don’t rely on a record company. Or anyone to tell me what the vision is because they are writing the check for me,” she said. “I’m growing my community, taking the power back on my narrative, and creating what I see fits.”
And while Spotify is the industry leader, other platforms like Audiomack, a youth-driven, artist-first music streaming platform, is revolutionizing how creators share their music and connect with fans. Offering unlimited music uploads for free, Audiomack empowers artists at every level to gain exposure and build their fanbase.
Audiomack’s Creator App allows artists to upload and release their latest songs or albums anytime, reaching millions of fans worldwide without needing a subscription or premium account. The advanced Creator Dashboard provides in-depth stats and insights, helping artists understand their audience better, track engagement, and manage fan interactions through Audiomack’s Connect messaging feature. This level of control and access to data is crucial for artists aiming to build sustainable careers.
As streaming continues to evolve, one thing remains certain: Black music will continue to adapt and innovate.
“Black music has always been about pushing boundaries,” said Rae. “Streaming just gives us more tools to tell our stories, express ourselves, and connect with the world on a deeper level.”
This story is part of the Digital Equity Local Voices Fellowship Lab. The Lab initiative is made possible with support from Comcast NBCUniversal.
