The new and inexpensive tools of digital audio technology have democratized the means-of-production and revolutionized the process of creating music. The creative destruction brought on by the rise of the entrepreneurial internet economy has disintermediated the brick-and-mortar distribution network, shattered and transformed the old economic model, and reduced the necessity of physically transacting business in any particular locale. This leveling of the playing field favors the horizontally integrated independent label which features music that does not fit into one of the convenient, pre-defined, mass consumer market categories.

Non-traditional creative voices who had previously been isolated and marginalized have now been invigorated and empowered, resulting in a vast profusion of non-mainstream ideas, thoughts, and musical forms being brought forth into the public realm, offering music fans a vastly wider and more personal array of choices. Instantaneous dissemination of data through the internet is an evolving and vital means of communication perfectly suited to nimble, opportunistic independent labels who are the antithesis of slow moving, conservative, risk-averse, multi-national corporations.

A rapidly diversifying international music market means accelerated potential for unorthodox independent labels who can swiftly react to changing market conditions, identify and realize opportunities, and redefine goals in real-time...

This is where Saikotunes Records lives and thrives.