Technological advancements have radically overhauled the music industry’s traditional ecosystem in recent years to create more opportunities and challenges than ever before.
From the way music is written and produced to how it is marketed and sold, there have been huge changes within the sector due to the large volume of tools, platforms and information now available.
In the past, a pathway to success for artists was often dictated by securing a record deal but creatives no longer need to sign with a label to break through. Tech has democratised routes into the industry so artists, creatives and aspiring entrepreneurs can operate independently and follow their own unique path. Music creation can take place on a laptop, promoted online through social media platforms and distributed digitally as a solo artist with little external support.
Of course, there are challenges with this requiring a balancing act of business acumen and musical creativity to enhance fan engagement. However, for many, being the master of their own destiny is an appealing route and this DIY approach can offer plenty of skills and learnings. SAE’s Music Business degree can equip you with the necessary abilities and entrepreneurial spirit to make the most of this landscape, both as an independent operator or professional working for bigger companies or organisations.
Our blog will explore how the industry has changed and most effective ways to use your talent when treading the tightrope between creativity and commerce. Want to study our music business degree? Contact our team now.
How does the Music Industry look in 2025
The music industry is a unique ecosystem where artistry meets business innovation, forming a complex network of interconnected entities, from artists to record labels, music broadcasters, music publishers, distributors, collecting rights organisations and more.
There are various key players, trends and processes that keep the industry’s wheels turning in 2025 and ensure artists can create and connect with a relevant audience.
2025 headline acts
Many bands and artists dominated the music world in 2025 including Oasis who have successfully returned to the live arena, Radiohead, Taylor Swift and Sabrina Carpenter while Beyonce, Kendrick Lamar and SZA have been significant touring acts. Kneecap have also rapidly risen to become one of contemporary music’s most exciting and controversial outfits while artists such as Fontaines DC, Wolf Alice, CMAT and Sam Fender are now deemed as the headliners of today rather than tomorrow. One thing that has come out of the UK music community is that while there is still an appetite for nostalgia, an inspiring new generation of stars is also rapidly ascending.
Music streaming
Although there have been changes to the music streaming landscape with artists boycotting Spotify and debates over the amount of royalties being shared by these platforms with creators, music streaming and subscription services continue to dominate the music industry landscape.
According to the BPI, the streaming market rose to record levels in 2024 to break the £1bn barrier for the first time to make up 68.1 percent of recorded music revenue (67.5 percent in 2023).
Live tours
At the headline level, a surge in arena and stadium concerts helped drive consumer spending on live music events to a record £6.68bn in 2024, up by 9.5 percent on 2023, according to research commissioned by industry body LIVE.
This 2024 rise was driven by sold out shows of acts such as Coldplay and Olivia Rodrigo. However, at the grassroots level, venues have struggled to stay afloat with many at risk of closure.
The Music Venues Trust (MVT) said financial stresses led to 125 UK venues abandoning live music in 2023, with over half of these shutting entirely.
Influencer culture/social media
Influencer culture has transformed the music industry by shifting promotional power from traditional media gatekeepers to social media creators. In this setting, content shared via TikTok, Instagram and YouTube can now play a significant role in the development of artist careers to help market songs, particularly when they go viral. This can apply to older tracks as well as new music. The late seventies hit, Pop Muzik, has enjoyed a new life online in 2025 with many users sharing the track alongside video footage of their own dance.
These influencers have the power to make or break an act and success stories can happen overnight outside of traditional mainstream music media.
Entribe stats revealed the extent of this change with 84 percent of people now trusting User Generated Content (UGC) creators over traditional ads.
Intellectual property and copyright
Copyright and intellectual property laws form the legal foundation of the music ecosystem, ensuring creators are compensated fairly for the use of their work.
They have been absolutely critical to the mechanics of the music industry over the years and mean that songwriters and composers receive money whenever their music is used.
The two forms of Intellectual Property (IP) copyright in a song are the composition copyright (also known as the publishing copyright) and the sound recording copyright (also known as the master or phonographic copyright). These IPs are looked after by PRS for Music and PPL respectively, and creatives will need to sign up with both collecting societies to ensure they receive royalties from the use of their music.
Despite the disruption to the music industry landscape, IP is still valued and championed by many music industry stakeholders as a vital source of income.
Artificial Intelligence vs creativity
Artificial Intelligence (AI) is seen as a divisive technology in 2025. Critics suggest that recently launched platforms such as ChatGPT, Suno and more are replacing creatives. In these settings, AI can be used to write, make and produce music and visual content without the need for human intervention.
However, those in favour of AI argue that artists can use this tech as tool to augment rather than replace human expression in the music industry.
AI allows creators to do much more with less when it comes to looking after the business side of their career. This frees up time for them to focus on making music rather than much of the admin required to keep a musical concept or brand going.
How to build a sustainable career
There are different essential elements in the tool kit of a dynamic artist, music business professional or entrepreneur that can help lead to a successful and sustainable career in the music industry.
Marketing
Marketing yourself, your business or artist project is an essential part of the music industry world. Now we live in an attention economy and this applies in the professional sphere with success indelibly connected to getting noticed.
There are clearly different ways to go about this – and your approach will depend on what you value, your idea and the persona or brand you are looking to convey to others. Social media platforms such as LinkedIn, Instagram and TikTok all play their role in helping creatives connect with others and stand out.
Diversify income streams
As an artist or music industry professional working on behalf of an artist, you must familiarise yourself with the various income streams available. Do your research and ensure you are maximising opportunities from streams, live performances, merch and licensing your music for sync use alongside visual media.
Brand partnerships
A music brand partnership is a collaborative relationship between a musician or label and a brand to help amplify each other’s presence. This could be for a particular product or promotional campaign and, if it works effectively, should be mutually beneficial for both parties.
One of the earliest and most influential collaborations is between legendary hip hop act Run DMC and Adidas. This stemmed from the group’s genuine love for the brand’s Superstar trainers, which they featured in their song, My Adidas, and led to a lucrative endorsement deal.
Use different online tools
From music production software to coming up with strategies for advertising or collaboration, enhancing graphics or social media content, the role of the artist in 2025 can incorporate a variety of different responsibilities. To take on these tasks can be a big lift for an emerging talent – but there are a range of tools that can help from Canva, Audacity, Trello (for task management), HubSpot, Hootsuite, CapCut and many more.
Look after your business – and your art
As an artist looking to succeed in the new music industry ecosystem, creatives, songwriters and artists often take on different roles – that of the artist and the entrepreneur. While the artistic side of your career involves composing, recording, and performing music, the business side requires handling marketing, networking, account management, and much more. Understanding the importance of balancing the two is the first step towards a sustainable music career.
Study Music Business at SAE
Studying our leading Music Business course will give you a comprehensive education in labels, publishing, management, touring, distribution, and live events.
You will have the opportunity to collaborate with an exciting student body to record your artists, film music videos and begin to plan your own career in one of the world’s most exciting industries.
