LEVEL to Shut Down in 2025: What It Means for Independent Artists

LEVEL, the digital distribution company owned by Warner Music Group (WMG), announced on Thursday, September 26, that it will cease operations by 2025.

The news was shared via Instagram, and it marks a significant moment for many independent artists who relied on LEVEL to distribute their music.

This decision has rippled across the music industry, as LEVEL played an instrumental role in helping up-and-coming artists showcase their talents globally.

In a letter to its clients, obtained by Billboard, LEVEL revealed that as of the announcement date, it will no longer be accepting new songs for distribution or edits. Operations will officially come to a halt on July 31, 2025.

For the artists currently using the platform, all live releases will be automatically removed from streaming services on November 18, 2024.

However, artists are encouraged to request the takedown of their content before this date if they wish.

The company also stated that its royalty payment system, LEVEL Wallet, will be shut down on July 11, 2025.

“We’re honored to have supported all of the talented people who have used LEVEL to share their music with the world over the years,” LEVEL expressed in the letter.

This sentiment highlights LEVEL’s importance in the lives of independent musicians over the past several years, providing a platform for artists to release their music without needing to sign with major labels.

Why is LEVEL Shutting Down?

In an official statement to Billboard, WMG said, “We’re focusing all of our efforts behind the ADA brand, as we continue to strengthen our global suite of services for artists and label partners across the independent community.”

WMG’s decision appears to align with a broader strategy to consolidate its resources under the ADA (Alternative Distribution Alliance) brand, which serves as its primary distribution arm for independent artists and labels.

As WMG restructures its global operations, LEVEL seems to have been deemed less essential in their future plans. ADA, on the other hand, is seen as a more robust and expansive platform that can support a wider range of artists. WMG also hinted that there are some “exciting announcements in the works” as they plan to invest more into ADA’s technology and global team.

The Challenges LEVEL Faced

The decision to shut down LEVEL comes after a period of operational turbulence for the company.

In late 2022, several LEVEL artists and former employees spoke to Billboard about significant issues they were facing with the platform.

These included the random removal of songs and projects, difficulties in contacting staff, and generally poor customer service.

Former employees suggested that these problems arose due to a reduced headcount at LEVEL, impacting the company’s ability to function efficiently.

Artists affected by these issues took to Instagram to air their grievances, many of which were visible in the comment sections of LEVEL’s posts. These comments, however, have since been deleted.

In response to the growing dissatisfaction, LEVEL addressed the complaints in January 2023, acknowledging that they needed to improve their customer support. Despite these efforts, it seems that the company was unable to fully resolve these problems, contributing to its eventual shutdown.

LEVEL’s Legacy and Impact

Launched in 2018 by WMG, LEVEL aimed to support unsigned and emerging artists. Throughout its run, it was a valuable tool for many musicians just starting their careers.

LEVEL helped launch the careers of notable acts like Remi Wolf, Stephen Sanchez, brakence, Dreamer Isioma, and Boyish. For these artists, LEVEL provided a cost-effective way to get their music on major streaming platforms, allowing them to focus on their artistry without the constraints of traditional record deals.

The decision to shut down LEVEL is a bittersweet moment for the music industry, especially for those who benefitted from its services.

Independent distribution platforms like LEVEL have become crucial in today’s music landscape, where artists can build and grow their careers without major label backing. LEVEL’s closure leaves a gap for those unsigned artists looking for a streamlined, artist-friendly platform to distribute their music.

What’s Next for WMG and Independent Artists?

The closure of LEVEL comes amidst a significant restructuring of WMG’s Atlantic Music Group, which includes major labels like Atlantic Records, Elektra Records, and 300 Entertainment. Over the last few weeks, approximately 150 employees across the group have been let go, and several high-profile executives have stepped down.

These changes signal a broader shift within WMG as it adapts to a rapidly changing music industry.

As WMG places more emphasis on ADA, it’s clear that the company sees this as the future for its independent artist services.

ADA has built a reputation as a leading distributor in the music industry, offering a suite of tools for independent artists to distribute, market, and monetize their work globally.

With the closure of LEVEL, many artists may now turn to ADA as an alternative.

For artists currently using LEVEL, it’s important to plan ahead.

With live releases being taken down in November 2024 and the platform closing its doors by mid-2025, artists will need to find new distribution channels.

Fortunately, there are several distribution services available today, including TuneCore, DistroKid, and UnitedMasters, which offer similar services for independent musicians.

Conclusion

The shutdown of LEVEL in 2025 marks the end of a significant chapter for many independent artists. For five years, LEVEL served as a valuable platform for emerging musicians, giving them the tools to distribute their music and build their careers without needing to sign to a label. As WMG refocuses its efforts on ADA, the future for independent artists remains bright, but the legacy of LEVEL will be remembered by those it helped along the way.