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100% Diy: Interview with Cellist Zoë Keating

20 January 2019

From Indie Digital Media:

Zoë Keating is a cellist and composer whose music has appeared in tv shows like Breaking Bad and the Sherlock Holmes drama Elementary. She’s released several albums and EPs of her original music, and has recorded with artists such as Amanda Palmer.

All of this Keating does with a “100% DIY” approach, as she wrote in an LA Times op-ed in 2013. She owns the rights to her music and controls the distribution, by putting it up herself on iTunes and other platforms like Bandcamp.

Even better, this DIY approach has been successful. In the following interview with her, you’ll see a detailed breakdown of how much money she made from her music in 2018. In summary, she earned $20,828 from streaming and $42,229 from digital downloads and physical albums. That’s not counting revenue from concerts, licensing fees from tv and movie soundtracks, and other income.

. . . .

In her end-of-year Tumblr post, Keating outlined her streaming royalties for 2018. She had earned $12,231 from Spotify, from 2,252,293 streams. That equates to about half a cent per stream. She estimated $3,900 from Apple Music and $2,800 from Pandora, and from everything else it was two or three figure sums (including $71 from Napster, the once popular file sharing service that didn’t pay artists a penny in its prime). All up, she earned a bit over $20,000 from all streaming sources in 2018.

I asked Keating how her revenue from digital downloads and physical media (CDs and LPs) compared with the streaming royalties?

“In 2018 there were 5,024 downloads and 4,093 physical albums sold on Bandcamp,” she replied, “which after packaging, shipping, and tax netted me $28,729.”

She made a further $13,500 from 6,610 iTunes downloads (albums and songs combined) in 2018, down 11% from the previous year. This, said Keating, parallels the industry decline in digital downloads.

“iTunes download revenue has been gradually going down for me over the years,” she said.

Streaming services are of course to blame, since they’re making the act of downloading less and less common.

. . . .

This trend is also reflected in Bandcamp, the leading platform for indie musicians to sell their music online.

“Bandcamp sales are not as large as you’d think,” Keating told me. “Bandcamp does not market or advertise or receive any kind of press, unlike the major music services. When I mention Bandcamp, many listeners say ‘oh what is that?’ So my sales are from the listeners who take the trouble to visit my website, are comfortable with the concept [of buying from her site] and purchase the music directly. But people tend to use their service of choice and only a fraction buy from me directly.”

. . . .

In a recent Facebook post, Keating wrote that “the hardest problem I have as an artist these days is reaching the people who already love my music.” Considering she has 52,000 Facebook followers and 989,000 Twitter followers, this shows how hard it is for even popular indie creators to get attention on social media platforms.

Link to the rest at Indie Digital Media

Self-Publishing, Video

2 Comments to “100% Diy: Interview with Cellist Zoë Keating”

  1. Wow! Her music is amazing!

  2. But people tend to use their service of choice and only a fraction buy from me directly.

    Not only a fine musician but a savvy businesswoman.

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