Why Artists Deserve More and Why Live Shows Rule the Game

The Shift in Value Perception

In the digital age, music is more accessible than ever. Streaming platforms, free download sites, and social media have democratised distribution, allowing independent artists to reach global audiences without the backing of major labels. Yet this accessibility has come at a cost: the perceived value of recorded music has plummeted.

People have grown accustomed to seeking free promotions from businesses and are increasingly unwilling to pay a fair price for products or services. We have embraced a ‘something for nothing’ culture, and in doing so, we risk undermining the fundamental laws of capitalism. If everything is available for free, how can creators sustain themselves?

In marketing, “something for nothing” can be a strategic hook — a way to draw customers into a product, culture, or brand, enticing them to invest in related offerings. But in music, this culture has eroded the industry’s foundations. Albums are given away for free, and while this has made the playing field more democratic, enabling independent musicians to compete in the free‑download market, it has also diluted the value of the art itself. The purse is emptying, and artists are no longer receiving fair compensation for their work.

Worse still, many websites that once offered both free and paid content have shut down because audiences overwhelmingly chose the free option. The era of independent artists balancing free and paid downloads is closing. Alternatives for free MP3s still exist — but for how long?

Why Artists Should Be Paid More

The economics of music downloads are stark. On most streaming platforms, artists earn fractions of a penny per play. Even with millions of streams, the payout often fails to cover production costs, let alone provide a living wage.

Recent industry analysis shows that while global recorded music revenues rose by 4.8% in 2024, the growth was far outpaced by live music’s surge¹. Goldman Sachs’ Music in the Air report notes that streaming platforms have begun modernising royalty structures and introducing “artist‑centric” payment models, but the shift is slow and uneven²³.

Creative labour is undervalued: Writing, recording, mixing, and mastering a track requires skill, time, and financial investment.
Revenue is siphoned away: Labels, distributors, and platforms take significant cuts before the artist sees any income.
Market saturation: The flood of free and low‑cost content makes it harder for any single artist to stand out, reducing the potential for meaningful earnings.

If society values music as a cultural cornerstone — as something that shapes identity, emotion, and community — then the creators of that music deserve compensation that reflects its impact.

Gigging: The New Financial Lifeline

With downloads and streaming offering diminishing returns, live performance has emerged as the most reliable revenue stream for successful artists.

Why gigging works financially:

Direct audience connection: Fans pay for the experience, not just the music.
Merchandise sales: T‑shirts, vinyl, posters, and other memorabilia often sell best at gigs.
Higher margins: Ticket sales and merch revenue go directly to the artist or their team, bypassing many middlemen.
Brand building: A memorable live show strengthens loyalty, increasing the likelihood of future ticket and merch purchases.

The UK’s live music market alone reached £6.68 billion in 2024, with concerts accounting for over 75% of that spend¹⁴⁵. Touring acts like Taylor Swift and Dua Lipa drew record crowds, while grassroots venues still struggled — underscoring the need for targeted support.

Even at the smaller scale, gigging pays: musicians performing in pubs and bars earn an average of £25,000 per year, 50% more than the typical UK musician⁶. The Musicians’ Union’s 2025 national gig rates recommend £162.30 per musician for a three‑hour pub set, with overtime and travel expenses on top⁷.

The Road Ahead

The “something for nothing” culture isn’t going away overnight. But artists and industry leaders can push back by:

Bundling digital music with physical products or exclusive experiences.
Offering tiered pricing for downloads, with added value at higher tiers.
Educating audiences about the real costs of music production.
Prioritising live events as both artistic and financial cornerstones.

If the industry can reframe music as something worth paying for — not just consuming for free — then the next generation of artists might thrive without relying solely on the road.