How independent labels build artist success through collaboration

In today’s independent music landscape, collaboration is essential.

This blog follows on from my earlier post, The current state and future of European indie record labels – reflections from ESNS 2025, which focused on how labels across Europe are evolving and adapting. At Athens Music Week 2025, I moderated Collaboration is key: How independent labels drive artist success, a session that took that conversation further – focusing on what’s really working for independent labels and artists in Southeast Europe and beyond.

I started out at Roadrunner Records in the late '90s, when building artist careers meant direct relationships, hands-on planning, and tight-knit teams. We relied on clear communication and mutual respect between artists, labels, tour managers, and press.

That approach still applies – even if the landscape looks very different now. Today, through MSA Music Services, I support independent labels, startups, and artists looking to build solid structures, develop catalogues, and make good decisions about revenue, rights, and growth.

This panel brought together people actively working across different corners of the independent ecosystem, each offering insight into how collaboration – in many forms – is helping them stay resilient and move forward.

Speakers:

Momcilo Saric – Label Manager, Generation Zed
Maja Vidmar Klaric – Executive Director, Croatia Records
Dario Drastata – Chair of IMPALA / President of RUNDA / Executive Director, Dallas Records
Chris Manning – Managing Director, UK & Europe, The Orchard

Moderator:

Mandy Salem-Aubry – Founder, MSA Music Services / Conference Programme Coordinator, AMW

Why collaboration matters more than ever

Independent labels may not always have the biggest budgets, but they are often the closest to the artist and the audience. Collaboration helps fill the gaps – by expanding reach, sharing resources, and strengthening networks. It also allows for more sustainable growth, especially when money and time are tight.

Artist-label partnerships that work

The most effective artist-label relationships now are built on honesty, shared expectations, and long-term thinking. Labels are playing a much wider role than simply putting out music. They’re guiding, planning, and investing time. We heard examples like co-run promo campaigns and training sessions offered by The Orchard to help their partners stay sharp.

What strong label-to-label partnerships look like

The panel shared clear examples of how labels are working with each other, not just with artists:

• Sub-licensing agreements to extend the life of a release.
• Joint marketing efforts that stretch across borders.
• Shared infrastructure to cut costs and keep things manageable.
  

Croatia Records, Dallas Records, and Generation Zed all contributed stories of how collaboration makes local scenes stronger – and keeps things moving even when resources are limited.

Distribution should be a partnership, not a pipeline

Chris Manning talked about what good distribution support looks like: access to data, transparency, and real dialogue. On the flip side, the panel agreed that lack of visibility, unclear reporting, and a lack of proactive support are warning signs. Distribution should offer insight and support – not just technical delivery.

Working with majors: different dynamics in different places

In Southeast Europe, we heard that majors often work with indies to reach audiences they can’t access directly. This isn’t about rivalry. It’s about using each other’s strengths. Indies bring cultural understanding and artist trust. Majors offer reach. That mix, when it works, can be powerful.

Regional strength builds global relevance

RUNDA’s work in the region is a good example of what can happen when independents come together with a shared purpose. The panel also discussed the importance of metadata, regional showcases, and smart export strategies to help bring local music into bigger conversations.

Ongoing challenges for the independent sector

Access to DSP editors and playlisting opportunities remains uneven. Export support is lacking in many places. And there’s a need for more complete teams – publishing, management, sync – to support growth. These things aren’t luxuries. They’re infrastructure.

YouTube, diaspora, and focused content

Generation Zed has found success reaching global audiences by using YouTube strategically, especially among diasporic communities. What made it work? Content that reflected their identity and respected their audience.

Is now a good time to start a label?

It can be. But only with the right intent. Be clear on your role. Be honest about what you can offer. And think carefully about who you work with. This isn’t about building fast – it’s about building well.

Final takeaways

• Independent doesn’t mean alone.
• Be intentional, be transparent.
• Shared values matter more than size or structure.
   
  

  Closing thoughts

This session reinforced something I’ve seen throughout my career – from Roadrunner to today: success in the independent space comes from the relationships you build. Working together is what makes independence possible.

If you’re building a label, leading an artist team, or figuring out how to scale in a smart way, feel free to get in touch. I work across catalogue, rights, infrastructure, and business planning, and I’m always open to new conversations. More on that at MSA Music Services.

You might also find this recent blog on funding and entrepreneurship in music useful – especially if you're thinking about business models, investment, or how to structure your next steps as a label or artist-led team.