Music marketing : becoming an independent artist in the digital age

Abstract

This study delves into the influence of the digital age on the music industry, specifically on independent artists and their up-and-coming careers. In recent years, the rise of music streaming services such as Spotify and social media platforms like TikTok has disrupted the traditional power structure of the music industry, giving independent artists a chance to succeed without the former backing of record labels. By conducting a critical analysis of existing literature in the area, this study aims to examine the impact of the digital age on the rise of independent artists, with a particular focus on the role played by social media and streaming services in transforming the industry and creating new business models. To investigate this topic in depth, the study is grounded in a qualitative research strategy that draws on interpretivism and phenomenology. The research methodology employs a thematic analysis of data collected from semi-structured interviews with five participants from the music industry. By using this approach, the study aims to identify key themes and patterns that emerge from the data, allowing for a comprehensive understanding of the impact of the digital age on independent artists in the music industry. Preliminary findings suggest that the digital age has revolutionised the music industry by granting independent artists greater control and exposure. As record labels have lost their former monopoly over the industry, artists are now able to market themselves more effectively through social media and streaming services, leading to greater visibility and success. The algorithms that underpin these platforms have also played a critical role in shaping the industry, as they dictate the visibility of artists and their music to audiences. In all, this dissertation seeks to shed light on the transformative impact of the digital age on the music industry, and in particular, on independent artists. The findings suggest that social media and streaming services have given independent artists greater control and exposure, while also altering the traditional power dynamics of the industry.