Building a Career as an Independent Artist in the Digitalised Music Industry
Rautiainen, Samuli (2022)
Rautiainen, Samuli
2022
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022053113602
https://urn.fi/URN:NBN:fi:amk-2022053113602
Tiivistelmä
The purpose of this study was to find out how can an independent artist forge a living in today’s music industry. The industry has experienced extensive changes due to digitalisation making it possible to pursue a music career without the help of major record labels. This thesis aims to find out what is needed to actualize a sustainable career in music independently.
The research will be carried out with exploratory qualitative research methods. Observational research will be used to support the research as the author has worked in various positions in the music industry. Preliminary data was collected from structured non-disguised interviews by a music industry executive and an independent artist. Secondary data will be gathered from industry websites and articles from highly trusted outlets. The secondary data includes statistics, case studies and examples of contributing factors to the success of independent artists. The secondary data includes the various income streams for independent artists.
The key findings state that the independent artist business model is a viable path for artists and that succeeding as an independent artist requires a business mindset to some extent to be able to evaluate and execute successful music operations. A lot of work goes to activities which aren’t directly related to music but are just as important to build a sustainable career. The most important support function is promotion and especially social media promotion. When the potential audience is large enough, the music is well made and marketed right, the possibility of success is favorable. The results indicate that further research should go into the importance and potential of social media.
The research will be carried out with exploratory qualitative research methods. Observational research will be used to support the research as the author has worked in various positions in the music industry. Preliminary data was collected from structured non-disguised interviews by a music industry executive and an independent artist. Secondary data will be gathered from industry websites and articles from highly trusted outlets. The secondary data includes statistics, case studies and examples of contributing factors to the success of independent artists. The secondary data includes the various income streams for independent artists.
The key findings state that the independent artist business model is a viable path for artists and that succeeding as an independent artist requires a business mindset to some extent to be able to evaluate and execute successful music operations. A lot of work goes to activities which aren’t directly related to music but are just as important to build a sustainable career. The most important support function is promotion and especially social media promotion. When the potential audience is large enough, the music is well made and marketed right, the possibility of success is favorable. The results indicate that further research should go into the importance and potential of social media.