Amazon Music's new "artist-centric" streaming model has implemented minimum-play thresholds that significantly impact independent artists, according to IMPALA's recent statement.

IMPALA, the Brussels-based music organization, reports that independent labels are being required to accept terms that include streaming thresholds before tracks can generate royalties. Some indies report approximately 70% of their catalog being demonetized overnight under these new terms.

This move follows Universal Music's similar "Streaming 2.0" initiative with Spotify, which implemented a 1,000-stream annual minimum requirement. While the exact threshold numbers for Amazon Music haven't been disclosed, the impact appears significant given Amazon's smaller user base compared to Spotify.

Key impacts of the new thresholds:

• Independent artists face increased difficulty generating royalties
• Majority of indie catalog becomes non-monetized
• Competition increases with AI-generated content
• Streaming fraud concerns compound the challenges

These changes arrive alongside Amazon Music's recent price increases and Universal Music's expanding market presence through acquisitions of companies like Downtown and [PIAS].

The situation may create opportunities for alternative streaming platforms. Some artists are already exploring different options, as demonstrated by Snoop Dogg's recent exclusive release on Tune.fm.

For independent artists affected by demonetization, considering platforms that focus solely on music content, rather than mixed media like podcasts and audiobooks, may become increasingly attractive.

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