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We are not a label, we are the future.

What if, six decades ago Island Records had pioneered a revolutionary concept, offering music fans the opportunity to not just enjoy the music they loved but also share in the success of their favourite artists? Imagine superfans gaining first access to tickets, first listens to demos, exclusive events and merchandise? Sounds far-fetched, right? No label would ever do that. Well, what if someone did, where everyone in a community earned something from each artist in return for sharing and promoting their favourite acts.

Bob Marley, U2, Grace Jones, Bon Jovi, Shawn Mendes, Demi Lovato and The Killers. All Island Records; imagine sharing rights/royalties and having exclusive access for all those acts today. It's a concept that challenges the traditional dynamics of the music industry and propels us into an era where fans become stakeholders in the success of developing artists.

This isn’t the future of labels; this is the future of the music industry.

The problem with major labels is they’re relying on social media for an artist to grow and have success. Majors aren’t developing artists from the ground up anymore; they have TikTok A&R meetings looking at the artists who are blowing up. But now Universal Music has removed their master recordings from TikTok. This won’t have much impact on the bigger acts who have already made it, but it will have a detrimental effect on the upcoming artists who rely on social media to grow. We’re in an age where the music isn’t the most important thing here; someone can have a smash-hit song but if they don’t have enough followers and the song hasn’t already blown up on social media, labels aren't interested.

Would fans work on an artist's behalf if that work was only sharing music they liked with friends and posting on social media, in return for equity in an artist? Could this be the future where the fans help with some of the heavy lifting and the artists can do what they do best, concentrate on making great music, not throw away social media posts?

It’s a radical idea, sure. But in a world hungry for change, maybe it’s time to give it a shot. What if fans lead the way? The answer could reshape music industry promotion as we know it.

- Muzos, 2024