Oxford – German Music Industry Study

The German music industry has seen significant changes due to digitalization, with revenue levels reaching the levels of 2010 in 2020. This study aims to analyze how music labels in Germany have reinvested their increased revenues into developing new talent and supporting existing artists, particularly in terms of investments in Artists & Repertoire and Marketing & Promotion, as well as payments to artists. The study surveyed the largest music labels in Germany, covering around 66% of the market in 2022, and extrapolated the results to reflect around 65%-70% of German music labels from 2010-2022. The study found that German music labels invested around EUR 342 million in 2022, with a 28.2% increase in total investment since 2010. Investments in Artists & Repertoire have more than doubled since 2010, showing the industry's commitment to developing future talent. On the other hand, investments in Marketing & Promotion have slightly fallen but are increasing due to internal restructuring and more effective online marketing strategies. This study highlights the importance of music labels reinvesting in talent and promoting artists within the industry.