Selling and marketing music through digital platforms as an independent musician
Salo, Mikael Otto-Iivari (2019)
Avaa tiedosto
Lataukset:
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201905159991
https://urn.fi/URN:NBN:fi:amk-201905159991
Tiivistelmä
This thesis delves into the world of digital distribution and the marketing of music, from the viewpoint of an independent musician. It aims to answer the following research question: “How to sell and market music as an independent artist through digital platforms?”
The author, an independent musician himself, had several independent music releases planned for the year 2018. The research period and the case projects for the research part of the thesis were thus formulated accordingly. The effectiveness of the different distribution and marketing channels, as well as other means of attracting listeners such as the use of social media influencers, were examined, and all of the case releases were be compared and discussed in chapter 3.
The thesis consists of four different parts: the introductory part, aims to shed light into the observed topic by examining the realities that independent musicians face in the era of digi-tal music distribution and marketing, as well as explain the thesis purpose, its key concepts and the case projects studied in the research part of the thesis. Second, the theoretical framework of the thesis gives a more conventional look into the topic by examining different theoretical tools often used in marketing that can be implemented by the target group of the thesis (independent musicians aiming to release and market their own music through digital platforms). Third, the research chapter, which is the main part of this thesis, analyses and compares real-life examples of different independent bands using different methods of mar-keting and distribution to try and engage potential listeners as much to their advantage as possible. Finally, the discussion part summarizes the thesis and discusses its results in or-der to give an overlook of the findings and to provide the author’s comments on them. The topic is also discussed with two professionals of the field in an interview section.
Anyone who is pondering how and where to release and market his or her own music could benefit from this thesis. Chapter 4 gives a quick summary of the results of the research and they could be used toward one’s own artistic activities. Furthermore, the appendix interviews with Sami Hinkka of Ensiferum and Laureline Tilkin of Tuonela Magazine and Cerulean Mid-night (PR agency & marketing start-up) proved to be very valuable in getting insider knowledge about the topic at hand.
The author, an independent musician himself, had several independent music releases planned for the year 2018. The research period and the case projects for the research part of the thesis were thus formulated accordingly. The effectiveness of the different distribution and marketing channels, as well as other means of attracting listeners such as the use of social media influencers, were examined, and all of the case releases were be compared and discussed in chapter 3.
The thesis consists of four different parts: the introductory part, aims to shed light into the observed topic by examining the realities that independent musicians face in the era of digi-tal music distribution and marketing, as well as explain the thesis purpose, its key concepts and the case projects studied in the research part of the thesis. Second, the theoretical framework of the thesis gives a more conventional look into the topic by examining different theoretical tools often used in marketing that can be implemented by the target group of the thesis (independent musicians aiming to release and market their own music through digital platforms). Third, the research chapter, which is the main part of this thesis, analyses and compares real-life examples of different independent bands using different methods of mar-keting and distribution to try and engage potential listeners as much to their advantage as possible. Finally, the discussion part summarizes the thesis and discusses its results in or-der to give an overlook of the findings and to provide the author’s comments on them. The topic is also discussed with two professionals of the field in an interview section.
Anyone who is pondering how and where to release and market his or her own music could benefit from this thesis. Chapter 4 gives a quick summary of the results of the research and they could be used toward one’s own artistic activities. Furthermore, the appendix interviews with Sami Hinkka of Ensiferum and Laureline Tilkin of Tuonela Magazine and Cerulean Mid-night (PR agency & marketing start-up) proved to be very valuable in getting insider knowledge about the topic at hand.