Why Independent Music and Media Agencies Are Winning in 2026
Every generation likes to believe it discovered “cool”. Mine found it folded inside the pages of Sounds and Melody Maker, hidden between grainy gig photos and listings for bands playing rooms above pubs. Wednesdays meant charts, reviews and the quiet thrill of knowing about something before everyone else did.
Indie wasn’t just a genre; it was an identity. It came with unwritten rules. You didn’t sell out. You didn’t chase the mainstream. You scribbled band names on battered backpacks and pledged loyalty to your scene. If you knew, you really knew.
Back then, independence lived on the fringes. The venues were small, the budgets smaller and the ambition was rarely about Wembley Stadium. That was the deal.
Fast forward to now, and something important has changed.
Independent music and media agencies are no longer confined to the margins. They haven’t lost their edge – but they’ve gained influence. In fact, across two worlds I care deeply about (music and media) the independent sector isn’t just surviving. It’s leading.
From Underground to Undeniable
In music, the data tells a clear story. Independent artists and labels now account for 46.7% of the global recorded music market, generating $14.3bn in revenue in 2024. Non-major labels grew revenues by over 8% last year, reaching $10.7bn and increasing their global market share to nearly 30%. Independent music accounts for 35% of total US consumption, with indie albums making up 40% of sales. Even in streaming, long thought to favour the majors, non-major labels outpaced the big players, growing at 8.4% compared to the majors’ 5.4%.
The same trend is visible in media. The UK’s Alliance of Media Independents (AMI) launched in January 2025 with just 10 founding agencies. Within months, membership more than doubled. One year on, AMI represents over 30 independent music and media agencies with combined billings exceeding £1.6bn—surpassing the entire UK media arm of WPP, according to Nielsen. Independence, once seen as a limitation, has become a strength.
The Old Dream, Reconsidered
Twenty years ago, success followed a familiar path. Musicians aimed for major labels. Agencies aspired to join holding company networks. Scale meant access – distribution, credibility, resources. The assumption was simple: bigger meant better. But scale came with trade-offs. The internet and changing client expectations created a new path, one where independent music and media agencies could thrive without giving up their edge.
Collaboration Without Compromise
AMI proves that independence doesn’t mean isolation. In fact, when independent music and media agencies collaborate, their influence multiplies – without sacrificing autonomy. Mostly Media, a founding member of AMI, competes with fellow members in pitches. But collectively, AMI agencies have unlocked partnerships with Google, Snapchat, ITV and Experian – access once reserved for holding company networks.
The ITV–AMI Backing Business Fund is a stand-out example: a multi-million-pound partnership designed to make TV advertising more accessible to businesses previously priced out of the medium. It’s collective buying power in action – minus the downsides of a holdco structure.
The Numbers – and the Mindset
The wider market is growing too:
- UK ad spend rose 8% in Q1 2025 to £10.6bn
- Total UK ad spend is forecast to reach £45.4bn in 2025
- The UK digital advertising agency sector stands at ~£20.4bn and has grown at over 7% CAGR
- The global indie music market is projected to reach $149.9bn by 2029
But the real shift isn’t just quantitative, it’s cultural. Independent music and media agencies play a longer game. Without the pressure of quarterly earnings calls, they can prioritise craft, relationships and integrity. They can do the right thing, even when it isn’t the fastest route to profit.
The majors and the holding companies aren’t disappearing. They’ll always have a role for certain artists and certain clients. But the idea that they’re the default path – that era is over. Independence is no longer the scrappy alternative. It’s the smart choice. And being part of a collective like AMI or the wider Alliance of Independent Agencies doesn’t dilute independence – it amplifies it.
The independents didn’t just win. They’re only getting started.
Written by Alex Pilkington, Director of Growth at Mostly Media
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