label and artist by a negotiated percentage. However, deals in this form can take longer for an artist to gain any profits, if at all, since all expenses – such as recording, manufacturing, publicity and marketing, music videos, etc., are also taken into account. Only if an independent artist becomes vastly popular are deals of this type more advantageous. Independent labels rely heavily on personal networking, or "word of mouth", to expose their acts. Independent labels tend to avoid high budget marketing tactics, which usually does not fall in the budget of an independent label. This of course contributes to the overall lower production cost, and may help the artist to receive royalties sooner, if warranted. Major labels tend to watch indie label artists and gauge their success, and may offer to sign acts from independents when their contract is up. The major may also request to buy the contract of the act from the independent label before the contract is up, giving the independent label a hefty financial payment if they choose to sell the contract. Competition between independent and traditional publishing Independent music sales volume is difficult to track, but in 2010 independent retailer CD Baby claimed to have sold over 5 million CDs during its lifetime. CD Baby no longer reports its number of CDs sold, but in 2010 claimed to have paid a total of $107 million to artists over its lifetime and currently claims that this figure is now over $200 million. Apple has announced that they have sold over 16 billion songs through their iTunes service. Most of this is "mainstream" music, and doesn't reflect access by new content producers to the market, but it does indicate significant competition with traditional CD sales. Whether the sales from non-traditional sources come mostly from tapping into an expanding market or from siphoning sales away from traditional CD distribution is difficult to assess in the face of the RIAA's claim that music piracy causes 12.5 billion dollars' damage to the US economy annually. See also Underground music Indie music scenes References Further reading Fonarow, Wendy Cagur. Empire of Dirt: The Aesthetics and Rituals of British Indie Music. Wesleyan, 2006. Self-publishing Cassette culture 1970s–1990s