Conceptual aspects of the functioning of an independent music label in the context of the digital transformation of the global media space, using the ATTRA_048 ecosystem as an example

The digital transformation of the music industry has been one of the most significant phenomena of recent decades, radically changing the ways in which music content is created, distributed, and consumed. From the advent of PCs and MIDI technology to the widespread adoption of streaming services and social platforms, digital technologies have transformed the economics and culture of music, creating new opportunities for artists and, at the same time, significant challenges for traditional industry models. On the one hand, the internet and streaming platforms have significantly lowered barriers to entry for musicians and independent projects, allowing them to create, publish, and promote music without the need for support from mainstream corporations. On the other hand, this has led to the emergence of new competitive formats, where algorithmic recommendation systems and consumer behavior data shape the visibility and commercial success of content. These digital shifts have affected not only the technical side of music production, but also the structure of the market, strengthening the role of independent artists and labels in the global media space. It is in such conditions that autonomous music ecosystems are formed, capable of functioning without the traditional intermediation of large music corporations. [3] Digital transformation is not a temporary stage in the development of the music industry, but rather shapes a new structural norm for its functioning. In this context, independent music labels are no longer marginal market players but are becoming full-fledged actors in the digital cultural economy, capable of competing with traditional industrial models not through capital but through flexibility, speed of adaptation, and strategic use of digital tools.