A New Year, A New Outlook
It's 2025, and we're kicking things off with a big, uncomfortable question: Is the Irish music industry broken, or is it simply evolving? The answer likely depends on your vantage point. For plenty of indie artists, managers, and labels, the status quo can feel more like a barrier than a springboard. As someone who wears all three hats, I've developed a unique (and occasionally maddening) perspective on how this industry functions—or doesn’t. That said, in an era of constant digital disruption and shifting power structures, there’s never been a better time to reimagine how we create, distribute, and—crucially—value music.
By the end of this piece, you’ll see why the Irish music industry can’t prosper by replicating flawed models of the past. It lies in reimagining what’s possible—through community-driven initiatives, greater transparency, and sustainable approaches to valuing art and the people who make it. We’ll take a critical look at where the industry stands today—and explore how we, as a collective industry, can turn its challenges into genuine opportunities.
A Broken System: Key Issues Facing the Irish Music Industry
The High Cost of Acceptance
For far too long, Irish music culture has been shaped by a quiet resignation—a collective shrugging of shoulders as if to say, “Sure that’s just the way things are.” But when complacency becomes the norm, it stifles growth, creativity, and any real shot at meaningful change.
Financial Instability: The economics of music in Ireland are precarious at best. Streaming payouts remain painfully low, forcing many Irish artists to juggle multiple jobs or rely on sporadic government grants just to stay afloat, despite their work underpinning a multi-million-euro domestic industry.
Power Imbalances: Major labels, publishers, and promoters dominate key opportunities—radio airtime, festival slots, and those coveted playlist placements—leaving independents scrambling for scraps. Talent gets buried, not for lack of quality but for lack of clout.
Transparency Gaps: Ask the average artist where their royalties come from or how publishing splits work, and you’ll likely get a blank stare—not because they’re uninformed, but because the system itself is opaque by design. Creators are left in the dark about their earnings, trapped in a maze of rights, percentages, and middlemen that few can easily navigate.
This acceptance of an underfunded, under-regulated system fuels creative burnout and disillusionment. The question we need to ask—and loudly—is this: Are we nurturing a system that genuinely supports its creators, or one that takes far more than it gives?
Shrinkage in the Global Music Industry
While Ireland grapples with these long-standing structural issues, the global music landscape is undergoing a form of “shrinkage”—where consolidation by major labels, private equity firms, and institutional investors narrows the range of available platforms and services.
This trend isn’t theoretical; it’s reshaping how rights, distribution, and even live entertainment function. Major labels and private equity firms are snapping up the infrastructure that indie artists depend on to navigate the industry. Take Universal Music Group’s recent acquisitions as an example. They’ve taken over Downtown Music Holdings—including CD Baby, FUGA, Songtrust, and Found.ee—and secured a major stake in [PIAS] Label Group, one of Europe’s biggest indie label networks. With fewer independent services left standing, Irish artists risk being funnelled into global systems designed for investor returns, not creative freedom.
"The major labels are finally facing a crucial reality: Independent music's market share keeps climbing, and controlling the infrastructure behind it is becoming as vital as owning rights." ~ Cherie Hu, Water & Music
On the other hand, this tightening of options can also spark innovation. Independent platforms that emphasise direct-to-fan models, transparency, and community-driven approaches can thrive precisely because they fill the gaps left by large-scale consolidation. For the Irish music sector, investing in local infrastructure—like artist-led labels or community-built hubs—remains a powerful counterbalance to global shrinkage.
The Export-Reimport Paradigm
One of the more telling symptoms of our broken industry is the prevailing notion that Irish artists must “make it” abroad before earning recognition at home. It’s a frustrating paradox: why must success be validated elsewhere before we celebrate it here? At its core, this mindset reflects deeper structural issues within Ireland’s music landscape:
Weak Local Infrastructure: Ireland’s music ecosystem lacks the scaffolding to support artists at each stage of their development. With only a handful of robust independent labels, many artists seek overseas deals to access A&R, distribution, and marketing. In an industry facing global shrinkage, local deficiencies grow more pronounced, making it even tougher to develop homegrown careers without signing away rights or profits.
Venue Constraints: The live music scene—the lifeblood of many artists—faces its own crisis. Rising insurance costs and frequent venue closures have created a chokehold on performance opportunities for emerging acts. Without regular gigs in accessible, artist-friendly spaces, how can local talent build an audience or sharpen their stagecraft?
Copyright Drain: When foreign labels sign Irish artists, profits and intellectual property often vanish from our shores. Over time, this siphons off the funds and resources that could be reinvested in Ireland’s creative infrastructure. Imagine the long-term ripple effect if that revenue stayed local instead of migrating abroad.
Now, consider an alternative: a thriving, self-sustaining Irish music ecosystem where homegrown labels, publishers, and venues empower artists to build viable careers without exporting themselves first. Revenue would remain local, fueling the next wave of talent and creating a virtuous cycle of growth. If we’re serious about breaking the export-reimport loop, we need to invest in local infrastructure, champion alternative models, and redefine what “making it” at home really means.
Music as an “Audience” Industry
Why Music Isn’t Just About the “Product” Anymore
Gone are the days when music was primarily a physical product to sell—CDs, vinyl, or digital downloads. Although vinyl has seen a modest revival (still just 17.8% of the global market as of 2023), the bulk of consumption now lives on streaming platforms. So what does that mean for independent artists?
Oversaturation: The democratisation of digital distribution is a double-edged sword. While it’s never been easier to upload music, standing out in a sea of millions of new tracks is a monumental challenge—especially when streaming algorithms tend to favour established or high-performing artists.
Small Payouts: Streaming revenue models—particularly pro-rata payouts—inevitably favour the heavy hitters at the top of the charts. Meanwhile, niche and independent artists watch their minuscule per-stream earnings trickle in, barely covering a cup of coffee, let alone a full-time music career.
Audience Over Product: In this crowded marketplace, success hinges less on chasing chart positions and more on fostering a loyal fanbase. Artists who prioritise direct relationships—through membership sites, Bandcamp, or exclusive merch bundles—often find greater financial and creative stability than those relying on mass-market appeal.
Rather than fighting for attention in an oversaturated digital ocean, direct artist-to-fan engagement offers a genuine pathway to financial and creative sustainability. Is your current strategy forging these relationships, or are you lost in the shuffle of algorithmic stream-chasing?
"As the streaming market naturally matures, I think we’ll see artists focus more on building their fandom and long-term careers alongside virality, rather than a singular focus on the latter." ~ Priscilla Kotey, Warner Music Ireland
Community Building for Change
Diluting Gatekeeper Power
If there’s one way to challenge the entrenched hierarchies of the music industry, it’s through collective action. Building community among independent artists doesn’t just dilute traditional gatekeepers; it creates entirely new ecosystems. Instead of competing for crumbs, creatives can work together to pool resources, amplify their voices, and co-design new opportunities on their own terms. Here’s how:
Resource Sharing: From co-investing in rehearsal spaces and recording equipment to splitting marketing costs, resource-sharing networks allow independent artists to achieve more with less.
Independent Showcases: Co-curated gigs offer a powerful alternative to relying on mainstream promoters. By teaming up, emerging acts can draw larger crowds, secure local press, and cultivate a sense of unity—sidestepping mainstream promoters who often favour established commercial draws.
Collective Advocacy: Organisations like AIM Ireland prove the power of solidarity. By lobbying for fairer streaming royalties and pushing for greater transparency in the industry, they’re giving independent artists a central platform to demand systematic change.
When artists, managers, and even fans stand together, the balance of power shifts. Gatekeepers lose their grip, and independents gain real bargaining power. Ask yourself this: how will you contribute to a stronger, self-sufficient creative community?
Government Support Without Overdependence
Grants and public funding are often lifelines for creatives, but an overreliance on them can obscure bigger, structural issues—like the absence of a sustainable, self-sufficient music ecosystem. If our goal is to grow an autonomous Irish music sector, we need government support that prioritises long-term solutions over short-term fixes. Here are a few ways this could work:
Targeted Funding for Labels
Local Market Development Grants: Help indie labels build domestic infrastructure, strengthen marketing channels, and foster community ties so artists can thrive at home without the pressure to export prematurely.
Operational Subsidies: Provide resources for labels to hire staff dedicated to promotion, distribution, and marketing—roles often left underfunded but crucial for sustainable growth.
Venues & Cultural Hubs
Tax Incentives for Small Venues: Offset skyrocketing insurance and operating costs to keep intimate performance spaces open and accessible.
Regional Development: Expand funding beyond major urban centres, giving artists in rural and suburban areas equal opportunities to perform, network, and connect with audiences.
Professional Skills & Training
Accredited “Business of Music” Courses: Equip emerging artists and future industry leaders with the entrepreneurial and financial skills needed in today’s fast-evolving landscape.
Advanced Bursaries: Support top-tier talent with training at world-class institutions—on the condition they return home and strengthen Ireland’s ecosystem.
When designed with a long-term lens, government support can do more than just prop up struggling artists; it can shape the conditions for an independent, self-sufficient music sector to thrive. In light of ongoing global shrinkage—where core music platforms and services are increasingly owned by major labels or private equity—this type of local intervention becomes even more urgent.
Strategies for an Autonomous Irish Music Industry
Achieving a thriving independent Irish music sector calls for more than just optimism—it requires community-driven, practical action. Whether you’re an artist, manager, or label, here are some strategies aimed at building a music industry that supports creativity without succumbing to top-heavy power structures:
Focus on Direct-to-Fan Solutions
In an era where the perceived “product value” of music is in decline, your most valuable currency is a genuine connection with fans.
Fan-Focused Platforms: Use tools like Patreon, Bandcamp, or Discord to offer exclusive content and foster a sense of belonging.
Engaging Experiences: Host intimate online listening parties, live Q&As, or behind-the-scenes sessions that give fans a reason to stay invested.
Pro Tip: Even a small, dedicated audience can have more impact than thousands of passive listeners—if you nurture those relationships.
Strengthen Local Label Infrastructure
Without strong Irish-owned labels, artists often sign away copyrights for exposure, siphoning resources out of our local ecosystem.
Leasing Copyrights: Instead of selling rights outright, lease them to international partners. This keeps financial control and revenue in Ireland.
Collaborative Marketing: Smaller labels can pool resources to hire shared resources like a publicist or radio plugger, amplifying their collective reach.
Question: If we invested in building a network of Irish-owned labels, could we move from exporting talent to cultivating it at home?
Embrace Collaboration & Shared Learning
Fragmentation weakens the indie sector, giving gatekeepers the upper hand. Collaboration builds collective power and amplifies everyone’s reach.
Skill-Sharing Workshops: Organise events where industry peers share expertise on sync licensing, digital marketing, or accounting.
Local Festivals & Showcases: Partner with arts collectives, community spaces, and local businesses to create alternative circuits that champion diversity.
Collective Advocacy: Align with groups like AIM Ireland to push for fair streaming payouts, equitable performance opportunities, and greater transparency.
Data Point: Independent businesses, including labels and service companies, represent roughly 40% of the global music industry and are steadily gaining market share.
Lobby for Fair Compensation Models
Pro-rata streaming payouts disproportionately benefit major label releases, leaving independents with crumbs.
User-Centric Payouts: Campaign for models where listeners' subscription fees go directly to the artists they stream.
Legislative & Policy Push: Urge policymakers to enforce fair royalties and combat exploitative contracts, ensuring a more level playing field.
Pro Tip: A unified collective voice stands a better chance of influencing policy changes that benefit independents.
Put simply, by integrating direct-to-fan strategies, robust local label networks, collaborative initiatives, and fair compensation models, Ireland’s music ecosystem can champion creativity, keep its revenue at home, and foster genuine careers.
The Power of AIM Ireland
For independent artists, labels, and music businesses, organisations like AIM Ireland can be game-changers. By uniting the voices of the indie sector, AIM Ireland helps create the conditions for a stronger, more equitable music industry. Here’s how:
Industry Advocacy: AIM Ireland champions policies that prioritise independent creators—pushing back against major-label-friendly regulations and calling for fairer streaming royalties, transparent contracts, and equitable opportunities.
Networking & Skill Building: Through workshops, seminars, and networking events, AIM Ireland cultivates a professional, informed indie sector. Members gain the knowledge and connections needed to navigate an increasingly complex industry landscape.
Career Paths: One of AIM Ireland’s most impactful contributions is shaping local career development. By strengthening the domestic music infrastructure, they enable talented professionals to thrive without having to seek opportunities abroad.
If you’re not yet tapping into AIM Ireland or similar groups, their resources and community might be exactly what you need to take the next step.
Looking Ahead: 2025 & Beyond
The next few years hold a mix of challenges and opportunities for the Irish music industry, with innovation and adaptability at the forefront. Here are some key trends to keep on your radar:
AI-Driven Discovery: Machine learning algorithms are playing an ever-larger role in curating playlists and recommending tracks. Understanding—and leveraging—these tools could give you a vital edge in a crowded streaming space, whether it’s targeting niche listeners or optimising release strategies.
Streaming Stagnation: As subscription streaming hits saturation, the industry may pivot to alternative platforms or direct-to-fan subscription models. Artists who stay open to experimentation are likely to thrive in this evolving market.
Diversification of Revenue: Gone are the days of relying on a single income stream. The most successful artists will embrace a broad mix—merch, live shows, sync deals, Patreon, and NFTs (if they remain viable)—balancing creative output with entrepreneurial savvy.
Community-First Initiatives: Expect to see more cooperatives, artist-led labels, and local festivals that place grassroots collaboration above traditional gatekeeping. These initiatives empower creators, encourage cultural diversity, and build ecosystems that support sustainable careers.
As 2025 unfolds, the key to thriving in the Irish music scene—and beyond—will be adaptability, collaboration, and a willingness to push boundaries. If you’re waiting for the right moment to take action, this is it.
Conclusion
The Irish music industry brims with talent and ambition—yet outdated mindsets, gatekeeper power, and creeping consolidation threaten its potential. The good news is that change is well within our grasp. By prioritising community, advocating for fair royalty models, and investing in local infrastructure, we can transform a flawed system into a thriving, self-sufficient music scene that genuinely serves its creators. So, where do you start?
Join or Support a Collective: Groups like AIM Ireland, the Musicians’ Union of Ireland, or your local music co-op are invaluable for amplifying indie voices and sparking industry-wide change.
Seek Out Knowledge: Attend workshops, share resources, and take the time to understand the financial and creative sides of your career. Advocacy starts with knowing your worth.
Connect Meaningfully with Your Audience: Your listeners are your foundation. Nurture those relationships for sustainable support that algorithms can’t undermine.
What’s holding you back in the Irish music industry? Identify your roadblock, own your next steps, and move forward. If you want to explore these ideas further, contact me to discuss more. Real change starts with the actions you choose to take right now.
Disclaimer: This report was researched and structured with assistance from AI tools—including ChatGPT, NotebookLM, and Gemini Deep Research. While these technologies provided insights and editorial suggestions, the final content remains my own, informed by my professional experience and judgment.
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