Abstract
Independent musicians in the streaming era face a paradox of unprecedented global access and persistent financial precarity. This qualitative study investigates how independent artists from different countries navigate the economics of music streaming, focusing on income instability, platform dynamics, peer comparisons, and alternative monetization strategies. Semi-structured interviews with 15 independent musicians (from North America, Europe, Africa, Asia, and Latin America) were analyzed using reflexive thematic analysis. Findings reveal that streaming services like Spotify and Apple Music provide exposure but yield meager and unpredictable income, forcing musicians to diversify revenue streams and contend with behavioral biases and platform pressures. Key themes include Financial Instability, Platform Dependence, Peer Comparison Pressure, Alternative Strategies, Creative Autonomy, and Fan Engagement. Musicians reported feelings of uncertainty, frustration with fractions-of-a-cent payouts, and pressure to emulate peers’ successes, yet also demonstrated resilience through entrepreneurial approaches and direct fan relationships. Grounding the discussion in behavioral economics (e.g., prospect theory, mental accounting) and media studies (political economy of platforms), this paper highlights both the challenges (income volatility, dependence on corporate platforms) and opportunities (global reach, community support) that define independent musical careers in the streaming-dominated economy. The study concludes with implications for more equitable streaming models and strategies for artists to attain sustainability.