Time and again, you’ll see streamers producing content for sites like Vulkan Casino. These streamers are indie creators who bring us a new breed of entertainment—far from the traditional ways that have been seen on television.
For these streamers, streaming platforms like Twitch are a boon. Without these sites, they would have no resources to facilitate their videos.
Benefits of Streaming Platforms for Artists
Streamers and indie artists have a lot to take from streaming platforms. The most critical are:
- Content distribution – you no longer need a third-party agency to distribute your content. In the past, you needed a company to produce your album. Now, you just have to upload your content online.
- Financial transactions – if people want to buy your song or art, the streaming platform takes care of the financial aspect. They can charge the customer’s credit card on your behalf. Then, you take a cut. You only need to keep creating content and receive money from your bank.
- Discovery – streaming platforms make it easy for content creators to be discovered. You do not have to build a website and advertise your songs or products. Every platform has an algorithm that will promote you.
To piggyback on the last bullet point, platforms have a typical kind of audience. For example, if you are a singer or podcast producer, then you can bank on the audience of Spotify. If you are a gamer, then Twitch is the platform of choice for you.
As far as the financial transaction goes, you do not have to worry about monthly payments. Almost all streaming services are free to use. You only need to pay a percentage if people begin to buy your videos, songs, or podcast episodes.
Disadvantages of Streaming Platforms for Artists
Streaming platforms provide much-needed support for artists, yet they come with disadvantages too.
1. Low Royalties
One of the main challenges for indie artists is low royalties. Usually, artists only get a few cents for every stream of their content. For context, you need about 300 streams or downloads on Spotify to earn a dollar.
No one can make a living out of that. The solution is to use the platform as a mere gateway to introduce yourself to the consciousness of the masses. Then, shift them to your website, where they can stream your songs.
2. Algorithm Problems
Streaming platform algorithms favor those who are already popular. Most of the time, the content of popular people gets the top spot in feeds and searches. It may sound unfair, but it is just business.
Why do algorithms work this way? This is because popular content has the most views. With more views comes the opportunity to advertise and earn revenue. This is why algorithms can’t showcase or promote content that nobody wants to watch or listen to.
This process is always going to be the de facto standard. Indie artists must see streaming as a competition. They must struggle to be “liked” because it is the only way the algorithm will give their content some attention.
3. Copyright Problems
Streaming platforms do not protect artists. It is always the obligation of the artist to make copyright claims and fight for it, be it on the platform or in court.
In addition, once an artist uploads music on a platform, the artist is given the license to control these assets. If the platform decides to remove the artist’s content, all of these are gone.
The revenue is gone, and the artist has no recourse of action to put it back. Essentially, the artist is at the mercy of the platform. The only way to combat this is to ensure that they are compliant with the rules and policies.
4. Limitations
Artists are not at liberty to produce whatever form of art they want. They are at the mercy of the platform. There are so many rules and regulations they must adhere to.
The sad reality is that if they so much as violate these rules, they get banned. Censorship muffles the artists’ voices, and this poses a challenge for them. Instead of having the liberty to create their crafts, they must find ways not to offend the sensibilities and sensitivities of the platform operators.
Streaming platforms democratize information. The beauty of streaming platforms is that artists are now in much better control of their art compared to traditional means. The best part is that they also get to keep most of their revenue. In addition, they no longer have to rely on physical marketing.
In the past, many artists had to find a physical venue to perform and sell their albums, art, etc. Now, they only have to sign up for a platform and release their work.
