On Top Soon Forever
Indie artists now own half the market. Most still aren't getting paid.
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A September 2026 report from STVDIO and Secretly Distribution puts independents at 46.7% of global recorded music, 35% of streaming and 40% of album sales. Nearly half of everything people listen to now comes from outside the major labels.
The money tells a different story. Ditto Music's Independent Music Report 2026 surveyed more than 5,000 independent artists in 112 countries and found that 74% earned less than $1,000 from music in the past year. Only 9% cleared $5,000. Nearly two in three keep a job outside music, and 43% say money is the biggest thing holding them back.
Fans come from video, not playlists
Two-thirds of artists say social video is their biggest source of new fans, with TikTok and YouTube leading the way. Only 1% credit editorial playlists. Almost half said a single post sparked a real jump in streams or followers this year.
AI is already in the studio
The same survey found 47% of independent artists already use AI in their process, mostly for mixing, mastering and vocal tuning rather than writing whole songs. STVDIO also warns that several independent distributors were bought by major labels or private equity in the first half of 2026, so "independent" doesn't always mean what it used to.
What it means for you
The artists who break through in 2026 treat their music like a business: a professional sound, a steady stream of video content and ownership of their own masters and fan list. That's exactly the gap On Top Soon Forever was built to close.