Richard Laing, Sub Pop’s director of sales, sees the partnership with Drip.fm as a way to capture some of the intense brand loyalty the label engendered in the CD-and-cassette era of the early 1990s.

NYT: The rise of streaming music services like Pandora, Spotify and Beats Music has been a boon for listeners, serving up songs for a modest monthly fee or, with ads, free. But their effect on artists, especially those with smaller audiences, has been less positive.

But rather than fight what looks like an inexorable shift in how consumers listen to music, some independent record labels and their artists are embracing the streaming revolution — but on their own terms.

Last month, Sub Pop, an independent label that introduced artists including Nirvana and the Shins, announced a partnership with Drip.fm, a subscription streaming and download service. Fans who sign up for the Sub Pop feed on Drip.fm will pay $10 a month in exchange for albums, singles and special exclusives from the label.