An Examination of Independent Music Marketing: Applications for the Digital Music Industries
Creators: name: Murphy, Shane
Publisher: name: Torrens University Australia
Year: 2025
Subjects: classificationCode: 350604
subject: Marketing communications

description: <b>Extended abstract</b>This thesis presents an in-depth examination of the ongoing transformation in the music industries, which have faced large-scale disruption since the turn of the 20th century. It does this through the lens of independent music artists who operate micro music businesses at the start of the industry value supply chain and are considered critical actors in the global sound recording industry ecosystem, the central focus of this study. By referring to the “music industries”, stakeholders acknowledge the breadth and depth of the sector, emphasising the need for a nuanced understanding of its various components, specifically sound recording, live performance, and music publishing. This study explores the impactful effects of internet technologies on the music industries, particularly considering the challenges and opportunities facing independent music artists. These artists release music directly to consumers without the backing of record labels and often without the support of a manager. They are considered the fastest-growing market segment in the sound recording industry.Drawing on a comprehensive review of existing literature, this research identifies a significant knowledge gap regarding contemporary independent music marketing practices. The thesis argues against the commonly held Do-It-Yourself (DIY) ideology, proposing that successful navigation of the oversaturated music market necessitates collaborative partnerships and strategic marketing alliances. The thesis examines the rising influence of social media and digital service providers in music promotion. The research posits that while the opportunities to self-release music have expanded, many independent music artists face substantial challenges in garnering market attention due to budget constraints, motivational issues around self-promotion, and skill deficiencies in marketing. The study argues that one of the richest sources of insight into digital music marketing practice can be found in the non-academic “grey literature” which is integrated and reviewed in the folio of advanced practice.iiiThe research questions developed guide the thesis in examining the changes in the digital music industries from the micro perspective of independent music artists. They focus on the implications of these changes for marketing planning, the concept of market readiness, and the establishment of a digital presence necessary for sustainable business models. Research from the study reveals that the majority of independent music artists will need to rely on self-management due to music management shortages in the industry and develop a multi-disciplinary skill set to advance their careers. The findings from this thesis contribute to a more profound understanding of the digital music marketing ecosystem, offering strategic insights for independent music artists to achieve market attention and career development.The research is structured into seven (7) chapters. An integrative literature review lays the foundation, while subsequent chapters present published works that are self-contained studies exploring the practical applications and theoretical implications of independent music marketing in the digital music industries. A folio of advanced practice provides an empirical base for the research findings, illustrating the critical role of a digital presence in the current music business ecosystem. Employing a qualitative multimethod methodology based on ethnographic analysis, this research is multi-disciplinary in scope and explores the nexus of the artistic, technological, and marketing processes required for independent music artists to thrive in the new digital music business ecosystem. The study is informed by practice-led research, autoethnography, and in-depth interviews with industry professionals, leading to a nuanced understanding of market readiness, digital presence, and the new music marketing ecosystem.The research in this thesis addresses substantial gaps in academic literature in the field of music marketing contributing to new knowledge of how marketing principles apply to the digital music industries in both theory and practice. The study argues that practice-ledivmethodologies have an important role in bridging the gap between theory and practice and are particularly useful in examining the multi-disciplinary nature of cultural production. Summarised below are the contributions to knowledge this study makes in contemporary music marketing practice with implications for independent music artists and organisations supporting arts and cultural production.