NEW REPORT OUT – IMPALA DIGITAL FORWARD: ‘DIGITAL MARKETING FOR INDEPENDENT RECORD LABELS PART 1 – MASTERING OFF-PLATFORM STRATEGIES’
Brussels, 20th June 2025
We’re pleased to announce the release of IMPALA’s very first report as part of our new Digital Forward project, co-funded by the European Union, titled: ‘Digital Marketing for Independent Record Labels PART 1 – Mastering Off-Platform Strategies’. A webinar featuring industry experts will follow on Friday, 27th June at 15:00 CET.
About the Report:
How do you build sustainable marketing strategies?
This report explores practical approaches to off-platform marketing — marketing activities that take place outside of streaming platforms such as Spotify or Apple Music. It focuses on channels like email newsletters, websites, direct-to-fan tools, and other owned platforms that enable labels to build direct, long-lasting relationships with their audiences.
Working within the fixed economics of streaming, the report draws on successful strategies from across the digital economy to provide frameworks and techniques suitable for any label, regardless of size or budget.
Through interviews with marketing practitioners and analysis of emerging trends, it covers:
This report offers actionable insights for labels aiming to reduce their dependence on streaming platforms and strengthen their connections with fans sustainably.
IMPALA members can find the report here.
About IMPALA
IMPALA was established in 2000 and now represents over 6000 independent music companies in Europe. 99% of Europe’s music companies are small, micro and medium businesses and self-releasing artists. Known as the independents, they are world leaders in terms of innovation and discovering new music and artists – they produce more than 80% of all new releases and account for 80% of the sector’s jobs. IMPALA’s mission is to grow the independent music sector sustainably, return more value to artists, promote diversity and entrepreneurship, improve political access, inspire change, and increase access to finance. IMPALA works on a range of key issues for its members and started a new co-funded work programme as an EU cultural network in 2025. IMPALA runs various award schemes and has a programme aimed at businesses who want to develop a strategic relationship with the European independent sector – Friends of IMPALA