WIN BRIDGE Project Reveals Structural Challenges Facing Independents in Non-Western Markets

Worldwide Independent Network (WIN) has published the initial findings of its BRIDGE project, an initiative launched in 2025 to bridge the digital divide and strengthen independent music companies across Asia, Latin America, and the WANA region.

The research identifies common and specific structural barriers that independents share across these diverse markets and is accompanied by a suite of practical resources: reports, country factsheets, and a digital toolkit.

The main findings show that, across the markets studied, independent labels are caught in the same cycle: low streaming subscription prices and widespread reliance on freemium models suppress revenues, limiting their ability to invest in digital marketing, artist development, and business growth. At the same time, local labels and digital distributors face mounting pressure from an increasingly concentrated market dominated by global majors.

The first regional deep dive focuses on Latin America, with reports for Asia and WANA to follow throughout 2026. Insights were gathered from 14 markets spanning three regions: Japan, South Korea, India, and Pakistan in Asia; Brazil, Argentina, Mexico, Colombia, Chile, and Paraguay in Latin America; and Turkey, Saudi Arabia, Lebanon, and Algeria in the WANA region.

Zooming in on these fast-growing markets, the BRIDGE Country Factsheets provide a snapshot of key data on demographics, digital access, top services, music revenues, and key players. The first batch covers Argentina, Brazil, Chile, India, Japan, South Korea, and Turkey, with more to follow in 2026. A snapshot of the available DSPs in these regions is also available.

Alongside these, the BRIDGE Toolkit offers a curated, one-stop resource hub and self-learning tool with reports, guides, checklists, and best practices to help independents build the skills and literacy they need to compete and grow in the digital space.

Findings have already shaped events held in 2025 in Bogotá, Seoul, Shanghai, Valdivia, and Riyadh, and continue to inform WIN’s policy priorities and capacity-building efforts. The research also feeds directly into the work of the LATAM Network, APAC Alliance, and WANA regional working groups.

Looking ahead, in 2026 WIN plans to host panels, presentations, workshops, and regional meetings in Central America and Southeast Asia, both priority territories for its network development work. BRIDGE activities are also being organized in Colombia, Chile, Australia, and more destinations to be revealed later in the year.

Our countries’ young populations and passion for music represent enormous growth potential, but that potential is held back by extremely low and heterogenous DSP prices, as well as the difficulty local distributors face competing with major players. AI development and the licensing landscape are also rising strategic priorities for our countries.
Cecilia Crespo, General Manager of ASIAr, WIN Vice-Chair and BRIDGE Steering Committee Member

After a year of travelling to and working closely with independents from markets as different as Colombia, South Korea, China, Chile, and Saudi Arabia, we’re proud to share a clearer picture of what these music ecosystems look like. The challenges are strikingly similar: independent labels lack the financial capacity to invest and grow, largely because music remains undervalued, and systemic infrastructure gaps persist. But that also means the potential for growth is huge.
Noemí Planas, WIN CEO