In the music industry, the conversation usually focuses on record figures, viral artists and global tours. But beyond those headlines there is a broad, dynamic and constantly evolution network: that of independent musicians. A segment that, although historically invisible, represents one of the most living and promising parts of the cultural and economic ecosystem of music.
These artists not only make up and interpret their music. They also manage their social networks, negotiate with Venues, produce their own concerts, sell their merchandise, look for media spaces and, when there is luck, they enter some editorial playlist. They are creative entrepreneurs, operating without the traditional structures of labels, agencies or promoters, but with a strong determination to build their careers.
For years there has been talk of the “democratization” of access to the industry thanks to the rise of digital platforms. And while it is true that anyone can upload a song to Spotify or YouTube, visibility remains a scarce good. The algorithm favors what is already popular, which already has reproductions, which has financial muscle behind. Thus, the promise of equitable access ends many times in a model that concentrates attention on a few and dilutes opportunities for others.
To this digital gap is added a hard economic reality. Most independent musicians live in live shows, eventual collaborations or alternative works. There are no security networks, access to institutional funds, or public policies designed in their long -term development. This not only limits its professional growth, it also puts the sustainability of emerging talent in the region.
And yet, the independent scene has something that is often lost in the mainstream: authenticity, risk, diversity. It is these musicians who experience with new sounds, rescue traditional genres, fuse styles and build deep communities with their audiences. They are, in many cases, the seedbed of the next great trends.
For those who make decisions in the industry (investors, platforms, brands, institutions) it is time to look towards this scene with other eyes. Not as a marginal niche, but as a strategic segment. Because investing in independent artists is not only necessary to ensure cultural diversity. It is also a concrete economic opportunity: new business models, innovation in formats, genuine connection with new generations.
The music industry cannot continue working at two speeds. Recognizing, promoting and integrating independent talent is not a gesture of symbolic support. It is a decision with real impact on the sustainability and the future of the sector.
About the author:
*Guillermo Gutiérrez Leyva He is a senior vice president of A&R in Sony Music Latin Iberia.
The opinions expressed are only the responsibility of their authors and are completely independent of the position and the editorial line of Forbes Mexico.
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