Indie Music Leaders Organize Against UMG-Downtown Deal With New Campaign: ‘A Serious Threat’

Leaders across indie music are once again teaming up to speak out against Universal Music Group’s proposed acquisition of Downtown Music Holdings with a new campaign.

Dubbed “100 Voices,” the campaign argues that the deal, which is currently the subject of an investigation by the European Commission, “poses a serious threat to competition, diversity and fair access across the music industry,” according to a press release. Downtown operates distribution platforms FUGA and CD Baby, the royalty accounting service Curve and the indie publishing admin services provider Songtrust, among others — all of which are heavily utilized by independent labels and artists.

The “100 Voices” publication was delivered in person on Thursday (Oct. 2) to Valdis Dombrovskis, the European Commissioner for Economy and Productivity. Dombrovskis is leading the current phase of the investigation into the proposed deal, the results of which were originally slated for release in December but are now set to be revealed sometime next year (the probe was halted last month because documents were not submitted in a timely manner, according to the Commission.

This isn’t the first time the indie music community has rallied against the proposed acquisition. As soon as the deal was announced, independent companies and organizations including IMPALA, Beggars Group, IMPF, A2IM and Secretly Group began releasing statements asking regulators to block it. In July, more than 200 indie music execs from companies including Better Noise, Dead Oceans, Hopeless Records and Sub Pop published an open letter urging the European Commission to enter a “Phase II” investigation of the deal. “A concentration of this magnitude would narrow the range of voices, styles and cultures that reach the public,” the letter read. “It would give UMG further power to shape digital services, influence monetization thresholds and extract more, at the expense of the independent sector.”

In response to the outpouring of concern, Nat Pastor and JT Meyers — co-CEOs of Virgin Music Group, the UMG subsidiary that would acquire Downtown — sent a memo to staff that rebutted some of the indie community’s claims, stating in part: “Our motivation for the merger and our excitement about it are rooted in this singular opportunity: by combining Downtown’s and Virgin’s unique capabilities, the unified company will offer an even more robust and flexible suite of services to independent labels everywhere.”

Downtown Music CEO Pieter van Rijn also blasted the opposition in an open letter published in September, in which he claimed “misinformation” about the pending acquisition was designed to “undermine our longstanding and trusted client relationships” while ignoring the ways in which the deal would more effectively serve independents.

A press release announcing the “100 Voices” campaign, unveiled on Friday (Oct. 3), includes quotes from several indie executives arguing against the deal, which can be found below. A full list of signees is available at the campaign’s website.

Martin Mills, founder/chairman, Beggars: “We are now operating in an industry increasingly shaped by global corporations, whose dominance over digital infrastructure effects everything from artist visibility to revenue. This ongoing consolidation amounts to a systematic weakening of the independent sector’s ability to compete on fair terms.”

Bruno Roze, founder/artistic director, I Love You Records: “If Downtown’s services fall under UMG’s control, we fear higher costs, reduced access, and the loss of independence that small labels like ours need to survive. This deal risks creating a music ecosystem where one corporation controls too much of the infrastructure, leaving less room for diversity, innovation, and fair competition. For the long-term health of independent music, it should be blocked.”

Nacho García Vega, president, International Artist Organisation: “Artists rely on a pluralistic infrastructure that reflects diversity in both ownership and access. Allowing UMG to consolidate control over a major independent player would move the industry further toward a two-tier system, where market dominance — not creative merit — determines visibility and success.”

Francesca Trainini, vp, PMI Italia: “This is a crucial moment for the future of Europe’s music landscape. The Commission’s intervention shows these concerns are being taken seriously. The risks of reinforcing the leader and losing a big competitor are clearer today than ever before. Remedies would be ineffective in today’s music market. We trust the Commission will take the necessary steps to protect competition, access, and diversity across the sector.”

Birte Wiemann, project manager, Cargo Records Germany: “When unchecked growth disrupts an ecosystem, diversity suffers. If UMG acquires Downtown, entire independent structures are absorbed, giving UMG new power over DSPs and data that weakens independents. The result is less diversity, more homogenised output, and a cultural niche increasingly sidelined.”