Brussels, 23rd June 2023,

IMPALA, the independent music companies association representing nearly 6000 independent labels and music companies in Europe, is proud to announce the launch of IMPALA’s Strategic Primers, a new project in partnership with Music Ally, a leading UK-based music consultancy renowned for delivering cutting-edge knowledge and expertise in the music industry.

Commissioned by Dan Waite, Chair of IMPALA’s Digital Committee with Angel Labrusse, IMPALA’s Digital & Public Affairs Manager and supported by Merlin, the core objective of this project is to ensure that independent labels have access to comprehensive intelligence on how to maximise key streaming opportunities for their artists through a series of high-level strategic Primers and webinars. 

These Primers and webinars provided by Music Ally will cover a wide range of topics, including monetisation opportunities, marketing best practices as well as strategies for independent labels, and much more. Directed at senior board level executives and decision makers within IMPALA’s membership, the deliverables will be made available to the whole independent community.

Helen Smith, Executive Chair of IMPALA, commented: “Digital and streaming are such an important part of the sector today, it’s crucial to ensure all labels – the big and small – get access to the information they need to ensure their artists get proper visibility on streaming platforms. Maximising revenues for their artists is the labels’ raison d’être, and we need to make sure independents are on equal footing with the majors. Music Ally are renowned for their strategic insights in the music industry, and this made them an obvious choice. After launching IMPALA’s One Step Ahead with CMU, which is delivering great results, we’re thrilled to be able to add to that with a second project in this field thanks to the support of Merlin.”

Dan Waite, CEO of Better Noise Music and Chair of IMPALA’s Digital Committee, commented: “With short form video platforms now heavily part of the marketing mix of albums and singles for independent labels, and social media networks evolving and developing, the IMPALA Digital Committee works with all Digital platforms & DSPs to educate the IMPALA members on changes and updates to best engage with these platforms, when they may not be able to go get face to face meetings or even be invited to group training sessions. Music Ally, courtesy of Merlin funding, will help deepen the knowledge base of the IMPALA membership through IMPALA’s Strategic Primers, helping to level the playing field of knowledge within the independent community of IMPALA members“.

Paul Brindley, CEO and Co-founder of Music Ally, commented: “We are delighted to be working with IMPALA on this important initiative. The more support and insight we can give to independent labels, the better. With technological change at a pace in the industry, streaming services and social platforms are constantly evolving with new features: indies need to stay informed, understand the new best practices and make the most of new opportunities. We are thankful for Merlin’s support of this project and look forward to delivering these primers for the indie community.”  

More about IMPALA
IMPALA was established in 2000 and now represents nearly 6000 independent music companies. 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, runs various award schemes and has a programme aimed at businesses who want to develop a strategic relationship with the independent sector – Friends of IMPALA.

More about Music Ally
Music Ally is the global leader in knowledge and skills for the music industry, with a worldwide network including operations in Latin America, Africa, China and Japan. They have trained thousands of industry professionals and artists, while providing analysis and insight to independent and major labels, managers, publishers, streaming services, startups and more through their editorial bulletins and reports. Music Ally’s mission is to help the music industry embrace digital platforms and use them to their full potential to build sustainable careers for artists. The company also runs thought-leading conferences and works hands-on with artists and labels to help them build their audiences and develop new revenue streams. Music Ally’s Learning Hub is also being used for professional development across the industry, from label marketers through to DIY artists.