In yet another sign of shifting priorities in the music industry, Warner Music Group has announced that it will be winding down its DIY distribution platform Level Music by 2025. Through an email sent to existing users, Level confirmed that it will no longer accept any new content or updates to existing releases effective immediately.
Warner Music revealed that it wants to focus its efforts fully on ADA, its label and artist services division. A spokesperson commented that the company is taking a "truly global approach" with ADA, investing in teams and technology with some "exciting announcements" planned. Level's closure adds it to the list of major labels retreating from independent distribution, following Universal Music Group shuttering its similar platform Spinnup last year.
The email informed users that all live content on Level will automatically be removed from streaming services by November 2024, though earlier removal can be requested. Artists are encouraged to export their assets and metadata to another distributor to ensure streaming progress like plays and placements carry over. Access to users' earnings held in Level accounts, called "Net Receipts", will continue until mid-2025 when the platform fully shuts down by the end of July 2025.
Warner's focus on ADA stems from initiatives by its president Cat Kreidich to grow in areas like Asia and sign partnerships with labels such as Kesha's. ADA also looks to capitalize on the hiring of TikTok's former global music strategy lead Corey Sheridan. His expertise in streaming integrations will serve ADA well in targeting independent artists.
The move is seen as part of Warner's broader strategy under CEO Robert Kyncl to strengthen the mid-tier artist market. While it once eyed acquiring Believe, Warner remains committed to evaluating merger opportunities that can accelerate its goals through both organic growth and strategic investments like its recent stake in Brazilian distributor Sua Música Group.
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