Digital operators click with indies: download services send encouraging signals to boost independents' legit repertoire online.(Downloads)

The number of companies vying for the indie labels' trust in the digital space has accelerated in recent months. While Loudeye-owned OD2 has promised to boost the profile of the sector, Universal has relaunched its new media arm and the continuing development of Vital Digital's operation.

Whether they are aggregators, the digital arms of physical distributors or the new media divisions of major labels, the proliferation of players offering routes to market for independents undoubtedly opens up a plethora of opportunities.

But the question remains which players will ultimately win the trust of indies and whether the labels themselves will be able to capitalise on those opportunities, putting an end to the continued absence of many indies' repertoire from many mainstream download sites.

Ian Moss, formerly general manager of Universal Music's eLabs and now heading OD2's label relations, says indies have not been the main focus of online retailers in the UK--until now.

"The problems that Apple had when they launched without indie content on the iTunes Music Store made it clear that the indies have to be taken into account," says Moss.

"What has become apparent over the past six to nine months is the number of third parties offering to help indies get onto those sites," adds Moss. "One natural point of entry for some labels may be their physical distribution partners. We are not seeking to cut out the likes of Vital and Pinnacle--we are one of their retail partners."

Vital's Pete Thompson says, "We offer a longstanding relationship and commitment to indie labels, echoing the infrastructure and communication already in place in the physical world. A major label in this market might soon get bored with all the handholding involved on the data and business affairs side."