Cultural Enterprise Office

To distribute music online you need a digital distributor or aggregator.

What does a digital distributor or aggregator do?

They will distribute your music to hundreds of their national and international retailers, mobile apps and streaming partners such as iTunes, eMusic, Rhapsody, Beatport, Spotify, Deezer et al. Delivering to these partners is not a simple process. Each has specific coding and metadata requirements and specific instructions for how they want content delivered. The distributor will have the knowledge and skills to meet all of these requirements from the multitude of potential global outlets.

Do I need a barcode, UPC and/or ISRC code to sell my songs via online retail or streaming sites?

All three help you or your business partners to efficiently track all international use of the individual song and collective album copyrights. 

• Printed Barcodes track sales of the physical product – audio CD or vinyl.
• A Unique Product Code (UPC) is a specific type of barcode and is used to track sales of digital product – songs and albums. 
• International Standard Recording Code (ISRC) is a unique identifier that can be permanently encoded into a physical and digital recording or music video. It helps identify the use of individual tracks to support the payment of recording royalties as well as sales data. PPL use them to calculate royalty fees and Soundscan use them to create sales data for the Billboard charts.

Digital aggregators can supply UPCs and ISRCs for your release as part of their service. However be aware that you could be handing over control of how your royalties are managed and paid. Check the digital aggregator’s terms & conditions.

If you’re a label or just want to do it yourself, you can apply for ISRC codes via your local ISRC agency and generate your own UPC over at GS1 UK. Both can be inputted into your digital distributors’ metadata.

In order to effectively track both digital and physical albums you will need both a UPC/barcode, respectively. For definitive information on obtaining a barcode for a physical CD/vinyl, see and follow the British Phonographic Industry’s advice. For current debate on codes see forums like Gearslutz.

I’m confused by the number of options for distributing my music online. What should I take into account before choosing and committing?

All legitimate online distributors or aggregators should have a comprehensive advice or FAQ page on their website. Read thoroughly.

Key points to establish are:

• Whether the deal ties you to one partner (exclusive) or allows you to do other deals with other distributors or retailers (non-exclusive).
• Your costs and royalty splits – currently, the highest rate of any service is via CD Baby's Pro distribution bundle which pays out 91% of all download sales. The same company’s free service offers 85% of all sale income. Other suppliers such as Emubands can offer a service based on a one-off upfront payment for their work.
• The contractual details of ending your commercial relationship with provider. Look for the 'take-down' provision which will allow you to enter into new agreements and upload your catalogue to a new provider. It will also ensure that there is no future duplication of material or accounting processes.
• If the provider can supply trending reports from iTunes and other retailers selling your work. A trending report is a downloadable file that allows you to track sales for all the territories your music is on sale. These reports can be subject to change and are not a definitive prediction of what your final monthly sales accounting may actually be.

Take a note of discrepancies between providers then take formal legal advice – the Musicians’ Union can assist their members at a cost effective level in this regard.

Further information

Here are some digital distributors that might match your needs: 

• Tunecore
• CD Baby
  
• Emubands
  
• Reverb Nation
  
• Mondo Tunes
  
• Ditto Music

Read this Wired article for some industry insight into digital distribution:
Tested: Best self-publishing music distribution services tested. 

Check out Mark Mulligan's Music Industry Blog which lists early stage music start-ups including music platforms.

Disclaimer: We want to keep you in the know, so we offer a wide selection of useful resources. But Cultural Enterprise Office isn’t responsible for the advice and information of external organisations in this document. So if you have any questions, please contact the specific organisation directly.