Amazon Music has implemented minimum-play thresholds as part of its new "artist-centric" model, following a similar approach to Spotify's streaming requirements. IMPALA, the European independent music companies association, has confirmed and criticized these changes.

Key details about Amazon Music's new thresholds:

• Independent labels report approximately 70% of their repertoire being demonetized overnight
• Multiple thresholds are in place, though specific numbers haven't been disclosed
• The changes significantly impact independent artists' revenue potential
• The policy follows Universal Music's "Streaming 2.0" initiative

IMPALA's head Helen Smith emphasized that independents must now sign terms with Amazon based on thresholds that disproportionately affect their artists and revenue. This development coincides with other challenges facing independent artists:

• Increasing competition from AI-generated content
• Growing streaming fraud operations
• Difficulty standing out in an oversaturated market
• Reduced monetization opportunities

The situation has prompted some artists to explore alternative platforms. For example, Snoop Dogg recently released music exclusively on Tune.fm, suggesting a potential shift away from traditional streaming services.

These changes raise important questions about:

• Future royalty calculation adjustments
• Potential increases in minimum-play requirements
• Opportunities for new streaming platforms
• The impact of AI-generated content on music streaming

The development comes amid Universal Music's broader "juggernaut strategy," which includes major acquisitions like Downtown, [PIAS], and 8Ball Music, further consolidating their market position.

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