What do you see as the major challenges for an independent, non-commercial musician in 2025?
These challenges are immense. However, you have to overcome the discouragement that often threatens to stop you from continuing, when musical creation is part of who you are, of your life. I think many people will recognize themselves in my experience... Not being backed by a major record label or a publishing or management agency leaves us a little helpless in today's musical jungle. I'm just stating the obvious, but the democratization of access to music production (which is a good thing in itself) leads to a continuous flood of new albums, in the most popular genres as well as in niche genres such as ambient. How can you stay afloat among the tens of thousands of new tracks poured onto streaming and download platforms every day? This is the realm of algorithms, which operate on self-fulfilling prophecies: a musician who does not exceed a certain threshold of streams will never be featured on editorialized playlists, quod erat demonstrandum! Added to this are the challenges of music generated by artificial intelligence, uploaded in droves by rogue companies. This system crushes independent and non-mainstream musicians, remuneration rates are ridiculously low, and the vast majority of tracks put on platforms earn no income at all. Earning a few dozen euros a year, I consider myself one of the happy few.
Except for the most established musicians, Spotify is a machine that erases differences and produces uniform, anonymous playlists, with nothing that stands out. The coherence of albums and the very identity of musicians disappear into a continuum that serve as a backdrop for sleeping, napping, studying, reading, running, doing anything and everything. Utility music, calibrated to be heard without being listened to, formatted into tracks of three or four minutes maximum because beyond that, attention wanders, doesn't it? I have never managed to break into this algorithmic ecosystem, and after investing significant sums in platforms that serve as interfaces with playlist curators, where you have to pay between $2 and $3 just to have your track listened to, and more often than not rejected, I gave up. I think I'm past the age of being lectured by the little ayatollahs of streaming who reject my music because it's too abstract, not melodic enough, they don't like the piano, it needs more bass, your music is creepy, we're looking for up-tempo, it needs vocals, etc. LOL
So much for the dystopian side of things. But it's not all doom and gloom. Even with fairly low streaming statistics, platforms provide global visibility, and every listen, every addition to a personal playlist, whether in Japan, Brazil, or Denmark, is a way to expand your network and reach new listeners. Bandcamp remains a great platform for musicians and independent labels, allowing them to build their discography, measure their audience, and earn decent compensation for their music....
There are also a host of small independent labels, often only existing on Bandcamp, which are niche and specialized, managed by enthusiasts, often musicians themselves, offering limited edition CDs, vinyls, or cassettes, often with beautiful artwork and sometimes original, high-end packaging that makes the CD a collector's item. I have had the opportunity to have my music published on some of them: Disco Gecko, Cyclical Dreams, Shimmering Moods, Slow Tone Collages, Whitelabrecs, Driftworks. Each label has its own audience, loyalized by newsletters, and while most of them do not provide financial returns, they do shine a spotlight on the musician and help expanding their audience. It should be noted that musicians grant a temporary license, retain the rights to their music, and can generally republish these albums on their own Bandcamp page and platforms a few weeks later. This is an alternative micro-economic model, where these small net-labels can have a very high-end artistic policy and self-finance in order to, ultimately, do promotional and public relations work for the benefit of their artists.
Another positive element is the multiple relays of podcasts, radio shows, blogs, and webzines, which act as echo chambers, delayed, localized, or broad, for independent musicians. Each of these outlets has its own audience and its own musical filters, and often features mediators with in-depth, long-term knowledge of the evolution of electronic music—Audion magazine, among others, is a remarkable example of this.
So, to sum up... The current music ecosystem forces independent musicians to be versatile. Music creation is only part of their job. They also have to manage their own press relations, maintain their presence on social media, promote themselves, build a personal brand, and try to stay afloat in a world where everything is fast-moving, from newsfeeds to playlists and podcasts: it's a constant struggle to stay on the radar...
Being an independent musician today therefore involves making fundamental choices, which have as much to do with career strategies as with artistic projects and personality. For my part, I have never sought to follow the trends of the moment, especially the very specific stylistic criteria of the dominant ambient playlists. I also think that the term “ambient” has lost much of its meaning today and now covers what used to be called “new age”—nothing pejorative in itself, but it's not the music I listen to or create. I think it's important to stick to a clear and readable roadmap, to a consistency that is ultimately a guarantee of human and artistic authenticity and integrity. Musicians such as Steve Roach, Robert Rich, Ian Boddy, and Tangerine Dream, in its successive lineups, have had this merit and have built long careers on this consistency. Lightwave's journey has been more confidential because our music was undoubtedly more difficult, situated at the crossroads of different genres, and therefore intended to a smaller audience. As for me, my solo journey is relatively recent, and I have only been able to rely partially on Lightwave's reputation, which I believe is totally unknown to the younger generation and the vast majority of the ambient audience.
Originally published in AUDION MAGAZINE #83, August 2025.
Interview by Andy Garibaldi.
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