Mastering the Art of Independence: A Study on the Key Factors of an Independent Artist's Success

Presenter

Melanie Diane Duarte

Campus

UMass Boston

Sponsor

Zaur Rzakhanov, Department of Accounting and Finance, UMass Boston

Schedule

Session 1, 10:30 AM - 11:15 AM [Schedule by Time][Poster Grid for Time/Location]

Location

Poster Board C1, Poster Showcase Room (163), Row 1 (C1-C10) [Poster Location Map]

Abstract

The purpose of this study is to build a model theory on independent musician success and determine the best methods to stand out in an industry now heavily-driven by independent artists. Independent artists are quickly reshaping the future of the music industry as entrepreneurship rises. After the COVID-19 pandemic, accessibility to music production and marketing increases the number of records made by independent artists. The literature review conducted for the study heavily showcases the impact that social media and digital marketing has had on the career of an independent artist. However, hundreds of other critical factors were revealed throughout existing research. Independent artists are still struggling to become signed and capture the attention of acclaimed record labels. In order to determine which contributing factors are most important and highly correlated with success, surveys and interviews from listeners, artists and managers will be conducted and analyzed. Independent artist success will be measured through the artist’s promotion effectiveness, audience building capabilities and extent of business acumen. Correlational data will be reviewed to produce a conclusion on the most important factors of independent success today. Independent artists struggling to develop their career will benefit from the conclusion of this study as it will emphasize main areas of focus in their career. 

Keywords

music industry, independent artists, creative entrepreneurship, musician success

Research Area

Business & Economics

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