For 15 years, PPL has proudly sponsored the PPL Award for Most Played New Independent Artist at the AIM Independent Music Awards, which honour both emerging and globally successful talent across the full spectrum of independent music, spotlighting independently released artists as well as the often-unsung teams behind them. Since the very first AIM Awards in 2011, the category has provided amazing insight into how audiences discover and embrace new music.
Unlike many awards decided by industry panels or public votes, the PPL Award for Most Played New Independent Artist is determined entirely by UK broadcast airplay data. This means the nominees and winners are not selected through submissions or judging processes. Instead, the category reflects the artists who are genuinely connecting with listeners across UK radio and television.
Looking back at the inaugural award in 2011 highlights how much the musical landscape has evolved. That year, Adele, Arctic Monkeys, Vampire Weekend and The xx were among the nominees, with Adele becoming the first recipient of the award. The shortlist reflected the dominance of indie and pop acts that were capturing widespread attention at the time.
Fifteen years later, the picture looks notably different. For this year’s award, four of the five nominees, including bees & honey, Beyond Chicago, Clementine Douglas, and Poppy Baskcomb, can be classified within the dance and electronic music space. This shift reflects the growing visibility of dance and electronic music within the independent sector and, because the award is built on actual broadcast usage, it offers a unique snapshot of the artists and genres currently connecting with audiences.
Reflecting on the award’s evolution and its role in highlighting emerging talent, Gee Davy, CEO of The Association of Independent Music (AIM), says:
“PPL has been a key supporter of the UK’s independent music community over many years. And not just in their crucial day-to-day work, licensing music and distributing revenues to independent labels and artists, but also as a dedicated supporter of the Independent Music Awards. Sixteen years ago, PPL shared AIM’s vision that these Awards could become a vital date in the industry calendar and in boosting the careers and profile of independently released artists.
PPL’s distinct vantage point in the market as well as its expertise in data handling has created this unique award, which has often highlighted emerging artists who may not be recognised in other categories, and well ahead of more mainstream recognition.
As we can see today, this award has also reflected the growth of different genres and changes in the wider music ecosystem, as well as the key part still played in artist’s careers and success by broadcast airplay.”
This year’s winner, bees & honey, provides another example of the genre’s growing prominence. Blending dance, electronic and pop influences, their music demonstrates the creativity and broad appeal of today’s independent dance artists.
Roxanne Oak, Relationship Manager, Dance Music at PPL, comments:
“As someone who’s spent the last 15 years working within the music industry, and for whom dance music has been a huge part of both my professional and personal life, it’s incredibly exciting to see the genre receiving this level of recognition and continuing to make such a significant impact on the wider music landscape.
With four of the five artists on this year’s shortlist associated with dance and electronic music, it’s a powerful reminder of the genre’s continued growth, cultural influence and commercial success, as well as the vital role the independent sector continues to play in shaping the future of music.”
The rise of dance and electronic music within the category may actually be unsurprising. Independent businesses have long played a crucial role in these genres, with independent labels, distributors and artist-led companies helping to develop and nurture talent outside the traditional major label system. Many of the world’s most influential dance and electronic labels have been built on independent foundations, creating strong pathways for artists to find their own audiences and build sustainable careers.
The way that artists release music has also changed significantly. While many rock and pop acts have traditionally focused on album-led campaigns, dance and electronic artists often release a greater volume of singles and remixes throughout the year. This provides more opportunities for tracks to gain traction on radio and across broadcasts, helping artists steadily grow their audience.
Technology has also transformed the route to success for artists in the independent music sector. Today’s musicians can build and engage fanbases on a global scale, using digital platforms to connect directly with audiences and grow their careers. As a result, the independent sector continues to produce artists who are capable of achieving significant broadcast success.
As PPL celebrates 15 years of supporting the award, it’s incredible to see how listener behaviour and music trends have evolved over this time, demonstrating the power of airplay data to tell the story of independent music in the UK.
