We cover so many different platforms for the music business that there is an inherent promiscuity to how they are used – with marketers having a long list of tools and apps that can be used regularly, occasionally or as a one-off experiment.

This is really baked into the philosophy of the modern music business – that as many tools as possible are there to be deployed as frequently or infrequently as necessary.

US indie pop band lovelytheband, however, are partnering with a single platform for the launch of their new label, happy accident. (They seemingly hate proper nouns.)

They have joined forces with Vydia which has a strapline of “empowering independent music labels”.

“The music technology company will provide lovelytheband and their team the infrastructure and tools to power the label, complete with a full suite of services that include audio & video supply chain, global distribution, analytics, rights management, detailed revenue reporting, and more,” said the band in a statement.

The band have over 3m monthly listeners on Spotify (their biggest song, ‘broken’, has had over 270m Spotify plays) as well as 114k subscribers on YouTube, so they are not a small concern.

The fact that this is a partnership, rather than an act or a label simply using a platform, is significant. The move by Vydia is clearly designed to use the band’s next set of releases as a proof of concept for what it can do for an independent act, all with a view to signing up more artists.

Of course, it and the band will be going above and beyond to show they have made a wise and prescient move here; but the cynical view is that this level of care and attention is surely unsustainable for every single act coming to the platform.