Independent Finnish artists handbook to branding and promoting music through social media
Iljin, Niklas (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052013523
https://urn.fi/URN:NBN:fi:amk-2025052013523
Tiivistelmä
This thesis explored effective strategies that independent Finnish artists can use to promote their music on social media. The research aimed to investigate feasible solutions for gaining visibility and building audience in a highly competitive industry.
The research combined qualitative and quantitative methods including a survey with 87 respondents and an interview with a starting Finnish artist. These were used to analyze the audience behaviors and successful promotional tac-tics when it came to discovering new music through social media.
Key findings of the research highlighted the importance of authenticity when creating content for platforms like TikTok and Instagram. The results also indicated that organic content, personal branding and audience engagement were critical for success. Recommendations included fostering community through collaborations with the audience and other creators on the field, while maintaining consistency in branding and content creation. The results of the study also partly indicate that people may not necessarily want to listen to mu-sic they find through paid advertising.
Independent artists can gain a significant reach by utilizing social media strategically. The author suggests people who are starting their musical journey to learn about the marketing side of the industry and looking through the eyes of an entrepreneur which will help on establishing their career.
The research combined qualitative and quantitative methods including a survey with 87 respondents and an interview with a starting Finnish artist. These were used to analyze the audience behaviors and successful promotional tac-tics when it came to discovering new music through social media.
Key findings of the research highlighted the importance of authenticity when creating content for platforms like TikTok and Instagram. The results also indicated that organic content, personal branding and audience engagement were critical for success. Recommendations included fostering community through collaborations with the audience and other creators on the field, while maintaining consistency in branding and content creation. The results of the study also partly indicate that people may not necessarily want to listen to mu-sic they find through paid advertising.
Independent artists can gain a significant reach by utilizing social media strategically. The author suggests people who are starting their musical journey to learn about the marketing side of the industry and looking through the eyes of an entrepreneur which will help on establishing their career.