Seed-to-Cup supports direct-trade rather than fair-trade. That is to say, sourcing beans from the growers instead of through a third-party co-op, and thereby directly supporting the farmers. Most Third Wave roasters can show you photos of their growers, whom they often visit, and some even offer customers to join them on a trip. Coffee is actually a fruit — what we call beans are in fact seeds — and in the mentality of Seed-to-Cup, roasting lighter coerces the natural flavours out of the bean, whereas standard darker roasts heavily caramelise the bean’s sugars and can burn out more nuanced flavours.

At first glance, it looks like there is plenty to reject from the First Wave of coffee. We like to
point at them and say: look who made bad coffee commonplace, look who created low quality
instant solubles, look who blended away all the nuance, look who forced prices to an all time
low! They were and are the mass-marketers. While coffee has steadily grown in popularity
since it´s discovery, the First Wavers made it their mission to increase consumption
exponentially

Billboard Magazine, using Nielsen SoundScan data, identified the Independent music label sector as 34.6 percent of the music industry’s U.S. recorded music sales market in 2013 (and using the same source data by our computation, approximately 40 percent of digital recorded music revenues). Independent music labels release over 90 percent of all music released by music labels in the U.S., so related to this Notice of Inquiry our segment of the music industry will be heavily impacted

“The indie label rep goes on to allege that some major labels engage in digital streaming strategies that he believes are patently unfair. "Universal Music makes the per-stream rate as low as they possibly can so they have to give the artist very little money,” he claims.
Then, on top of that, they have something called a 'listener hour guarantee,' which they know is going to up their compensation by about 40% -- since it’s per listener hour, not per track, the artist gets screwed because it’s not attributable to a track, so the artist doesn’t get a royalty. That’s not fair, that’s not the way we do business. The third thing they do is get a minimum annual guarantee or an advance if they know the service isn’t going to reach that level of business and be able to recoup -- it’s what’s called [digital] breakage and they also don't share that with the artists.”

Finally, British music trade site Music Week offered a bit more information:

"YouTube’s new ad-free subscription music streaming service will launch later this summer. It has been licensed by the three major labels and, Music Week understands, leading independent digital distributors such as INgrooves, The Orchard and Believe Digital."