His label will keep 25% of each artist's royalties, rather than the industry standard of 50-60%. His aim, he says, is to help further democratize the music industry - applying his production skills and online virality research to help emerging artists. In August, Turner launched his own record label, called Rebellion Records. "Institutional finance has become interested in streaming, and anyone who has streams that are recurring can get a buyout offer from a traditional investor," says Turner, adding: "It is a serious space." Another friend, a writer and producer without steady income, recently sold the rights to his passive listening catalog for $1.68 million, he adds. One published a track for sleep and relaxation, and racked up almost 20 million streams - making roughly $100,000 - as people listened to it on repeat while falling asleep, says Turner. Other musician friends of his also have lo-fi side hustles. But for Turner, the democratization of music - or, the idea that anyone can make money using streaming platforms - is a big deal. The relatively low payouts from Spotify and other music streaming platforms are a common conversation topic among musicians. You just put it on Spotify, and if it's the right offering, it pretty much immediately starts making money." 'This is a really exciting time in music' "The beauty of streaming is that the cost floor is really low. "The barrier to entry is so low that anyone who is a professional or casual musician can start on this as a side hustle immediately," he says. Paying that subscription fee means TuneCore won't keep any of your sales revenue, which contrasts against traditional distribution agencies that can claim as much as 85%, says Turner. Its pricing ranges from a limited free version to a $49.99 annual subscription service, and Turner pays for a $29.99 mid-tier option, he says. Turner says h e uses TuneCore, an online service that places your tracks on platforms like Spotify, Apple Music, YouTube and TikTok. Next, you'll probably need a distributor. You could just as easily use GarageBand, a software that comes free with Apple products, Turner adds. He and Bono make the tracks using a guitar, a keyboard and Logic Pro, a popular music mixing software that currently costs $199.99. The production of these songs is "much simpler than people realize," and the only real cost is time, Turner says.
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