Last year, James Blake spoke out about the struggles artists face in the music industry after leaving the major label system following more than a decade. Now, he’s back with a solution. Instead of signing another restrictive deal, Blake has built a team tailored to his needs using Indify, a platform offering artists transparent, flexible deals that prioritize their success.

The issue with major labels, he explains, is that they operate like a “package holiday,” bundling services like distribution, marketing, and sync that aren't designed for individual artists. Deals often require musicians to pay back advances from their own cut—typically just 20%—while labels retain lifetime ownership of masters. Blake points to the industry’s focus on temporary virality over artistic development, calling it a model that’s rapidly crumbling.

On Indify, artists can connect with vetted industry professionals based on measurable success. Unlike traditional deals, Indify ensures that artists keep at least 50% of their royalties and retain control over their music. For his upcoming project, Blake partnered with Good Boy for funding, Stellar Trigger for marketing, Crowns & Owls for creative direction, and Silo for sync licensing. The result? His recent releases, including "Loading" and "Tell Me", recouped their costs before even launching—something that rarely happens with major labels.

Blake argues that major labels aren’t necessarily the best at anything; most successful artists would likely have made it without them. Employees work on salary without direct investment in an artist’s success, leading to an environment where only a handful of acts receive real backing. He sees platforms like Indify as the future of music, allowing artists to build teams that truly believe in their work.

This isn’t an attack on major labels, he clarifies, but an invitation to rethink the system. The industry is changing, and artists now have an alternative. With Indify, Blake believes any musician can take control of their career—without waiting for the industry to catch up.

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