The Hard Questions: A Conversation with Shigs Amemiya, iMusician CEO, on the New AMPLIFY Plans

You’ve just rolled out some significant changes at iMusician. What do these updates look like in practice?

Shigs: We’ve redesigned our subscription plans around two main changes. First, all of our subscription plans now include unlimited distribution, so artists can release as much music as they want without hitting caps or extra fees.

Second, we’ve introduced a more flexible, modular way to scale: labels and collectives on the AMPLIFY+ plan can now add up to 20 artists individually, one by one, instead of upgrading to a larger tier they don’t actually need. The idea is simple: pay only for the profiles you manage, while keeping full control over your rights and revenue.

Competitors have been offering unlimited music distribution for years. Why did it take iMusician until now to include unlimited distribution across all subscription plans?

Shigs: That’s a fair point. For a long time, our entry-level plan was designed for small collectives, giving them unlimited artist slots but limited releases. But we realized that for the modern solo artist, that was the wrong way around. They don’t need more artist profiles; they need to be able to drop music as often as they want.

We’ve had unlimited releases in our higher tiers for years, but we weren't willing to bring it to our entry-level AMPLIFY plan until we were sure we could do it without cutting corners. In this industry, 'unlimited' distribution at low prices usually comes with a catch, like hidden commission fees or losing your 'forever online' guarantee. We took the time to make sure we could offer it while keeping what actually matters: quality assurance, human support, and total artist freedom. We weren't interested in being the first to offer it; we wanted to be the ones to offer it honestly across the board.

So unlimited distribution is now available even at the entry level for solo artists who choose the AMPLIFY plan. What happens when an artist expands and wants to manage multiple projects or a small roster?

Shigs: That's exactly where most distributors hit artists with increasing costs. The moment a musician outgrows a single-artist plan, they’re forced into expensive, rigid bundles designed for much larger operations. We saw artists paying for 5 artist slots when they only needed 3. That didn't align with our “Fair-First” principles.

How do you approach pricing differently?

Shigs: We’ve decided to build a modular system. With our multi-artist plan AMPLIFY+, artists and labels only pay for the profiles they actually manage instead of getting forced into predetermined, rigid tiers. You start with a base plan and add artists as you grow, at a fraction of what competitors charge per additional artist. We've optimized it to be both the most accessible entry point and the most competitive option as you scale. We've done the math so our artists don't have to.

The industry is moving toward "per-artist" billing, which often feels like a penalty for engaging in collaborations. How exactly does iMusician define an artist within the new plans?

Shigs: In many distribution models, each name on a track counts as a "seat," which creates limitations for artists who collaborate with others. At iMusician, our count is strictly focused on the Primary Artist, the main artist you designate when creating a release. We've made a conscious decision that featured artists and collaborators do not count toward the plan's artist limit. We believe a distribution partner should support artists in cultivating their creative network, not tax it.

Can you walk me through some practical examples? How does this actually work for, say, a producer managing multiple projects, or a small, growing label?

Shigs: A Primary Artist is the main name on the release, the entity whose page the music is ascribed to. Let’s go through some real-world scenarios.

If you’re a solo producer who’s also running a band as a side-project, you can choose our AMPLIFY+ plan with two Primary Artists. Your band can feature you, and your solo project can feature your band. Those collaborations are free and don't count as additional seats.

If you run a small label with 6 artists, you can choose our AMPLIFY+ plan instead of being forced into a full label tier that charges for 10 or 20 artists. You pay the basic fee for the plan and simply add the 6 Primary Artists you manage. If you sign a 7th artist next month, you just add one more seat. This way, you aren't paying for "empty seats" you don't use.

The final example is the collaborative release. If you’re a Primary Artist who releases a track featuring five other people, those five people are considered guests. They don't count toward your plan limit, which means that you don’t need to pay extra for them to appear on your release as collaborators.

Everyone's talking about AI and automation right now. But you're emphasizing human support as a key differentiator. How do you balance those two approaches?

Shigs: We aren't anti-technology; in fact, we're leaning into it. We're actively implementing AI-driven solutions for routine tasks and simple requests to make managing our platform faster and more efficient. But there's a ceiling to what automation can do.

When you're dealing with complex copyright issues, nuanced questions, or critical moments in an artist's career, an algorithm or AI shouldn't be your only point of contact. We use AI for accelerating simple processes, but we maintain our human team for guidance and expertise. Our goal is to give artists the efficiency of modern technology and the safety net of being able to speak to a real person.

Let's circle back to something you mentioned earlier: "subscription traps." Can you explain what you mean by traps, and what they look like in practice?

Shigs: Most platforms are designed to keep artists attached to their services. Once you have a hundred tracks online, they know it's a nightmare to switch, so they leverage that. For example, many platforms do not offer forever online distribution. What this means is that artists who want to cancel their subscription need to pay extra for their music to remain online. The more music they've released, the more they'll have to pay for their catalog to not be taken down.

Our "no-trap" policy means your music stays online forever, even if you cancel your subscription. We don't charge you to leave, we don't surprise you with hidden costs, and we don't hold your catalog hostage. We want you to stay because you love the service, not because leaving would be too inconvenient.

You've made significant changes with these new plans and the redesigned platform. But I imagine this isn't the finish line. What's still on the roadmap?

Shigs: You're right, this is just the beginning. We've redesigned the distribution flow to make it more intuitive, but there's a balance we're still intending to refine. We want the platform to be simple enough for first-time users, but not simplified to the point that we strip away the advanced options our experienced users rely on. That's an ongoing challenge.

Beyond that, we'll be rolling out additional features to give artists even more control over their releases and provide new opportunities for promotion and monetization. We also intend to expand the catalog of platforms and shops we deliver to. The foundation is solid, but there's exciting work ahead.

There's something we haven't touched on yet: iMusician is a Swiss company. Does that actually matter for artists?

Shigs: "Absolutely. Being Swiss isn't just about the scenery; it’s a massive financial win for our artists. Most US-based platforms hit you with 'hidden' costs. For example, we don't add VAT to our subscription prices, which saves you 20% right out of the gate.

More importantly, we protect your royalties. The US tax authorities often claim a share of your revenue by taxing it at the source as a withholding tax, which can be as much as 30%. While this happens in many countries, the Swiss tax system is uniquely artist-friendly and doesn't tax your music revenue in this way. When you're trying to build a career, that’s the difference between reinvesting in your next tour or just breaking even."

What does "Grow Free" actually mean for an artist signing up today?

Shigs: To us, it means an artist can continuously expand without having to check the fine print every time they hit a milestone. It means progressing from your bedroom to a global stage, knowing that your distributor is a partner, not a gatekeeper. We provide the tools, you keep your autonomy. That's our definition of growing freely.