CREATING A DIGITAL IDENTITY : An Affordable Marketing Tool for Independent Music
Ocádiz León, Mauricio (2014)
Jyväskylän ammattikorkeakoulu
2014
Creative Commons Attribution-NonCommercial-ShareAlike 1.0 Finland
Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-2014061612990
http://urn.fi/URN:NBN:fi:amk-2014061612990
Tiivistelmä
The advent of the Internet has drastically changed the music industry, affecting everything from the way music is created, to how it is sold. The major record labels have seen a dramatic decrease in the physical sales, which has made investing in new artists very difficult. Due to new technology, the production costs have decreased and therefore the independent music scene has grown in such a way that it constitutes a considerable part of the music industry’s market share.
This thesis sought to produce an open-source file handbook published by the online magazine La Manufacturera that would help independent musicians from the Mexico City and Querétaro area to create a digital identity. The handbook is presented as a visual-friendly guideline that suggests a concrete way of building web presence in order to help promote an artist.
In order to create this handbook, general research and review of the available material concerning online marketing tools for the music industry was performed. A qualitative survey was conducted that explored the habits of Mexican independent musicians of the Mexico City & Querétaro area, regarding the products they offer, the distribution channels they have and the online tools they use to promote their project.
The handbook was successfully created in accordance with La Manufacturer’s publishing style and delivered as a visually attractive document. The handbook was delivered to three key personalities from the target demographic for feedback, including the CEO of La Manufacturera. The general reactions where positive and up-to-date, but agreed that a digital identity could by no means replace the traditional public relations.
This thesis exposed the great opportunity that the Internet represents for independent musicians and the importance of having a digital personality that would enhance web presence. Furthermore, additional research on the constantly changing online tools and web strategies is recommended.
This thesis sought to produce an open-source file handbook published by the online magazine La Manufacturera that would help independent musicians from the Mexico City and Querétaro area to create a digital identity. The handbook is presented as a visual-friendly guideline that suggests a concrete way of building web presence in order to help promote an artist.
In order to create this handbook, general research and review of the available material concerning online marketing tools for the music industry was performed. A qualitative survey was conducted that explored the habits of Mexican independent musicians of the Mexico City & Querétaro area, regarding the products they offer, the distribution channels they have and the online tools they use to promote their project.
The handbook was successfully created in accordance with La Manufacturer’s publishing style and delivered as a visually attractive document. The handbook was delivered to three key personalities from the target demographic for feedback, including the CEO of La Manufacturera. The general reactions where positive and up-to-date, but agreed that a digital identity could by no means replace the traditional public relations.
This thesis exposed the great opportunity that the Internet represents for independent musicians and the importance of having a digital personality that would enhance web presence. Furthermore, additional research on the constantly changing online tools and web strategies is recommended.