Independent Producers: A Guide to 21st Century Independent Music Promotion and Distribution

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Title: Independent Producers: A Guide to 21st Century Independent Music Promotion and Distribution
Author: Valladares, Tomas Alfredo
Abstract: In this research project I explored the emerging landscape that web based and social media tools have provided for independent music producers as it relates to the production, promotion, and distribution of their work. After analyzing current literature, I examined the issues that exist in understanding the history, common practices and implications of emerging tools and strategies within the field. I designed a project that mapped current innovations and trends in the field, including tools, platforms and effective approaches to communicating and engaging audiences. I conducted interviews with four case studies that represent various aspects of the independent music industry. After analyzing these cases and the information provided by the interviewees, I addressed the emerging themes across the data and identified successful strategies and approaches to utilizing social networking and web-based platforms for the promotion and distribution of their work. This master's project will act as a guide for future independent music producers to understand the opportunities and strategies that the internet and social media provide for communicating and building sustainable communities. I concluded with a look at how Arts Administrators and Media Managers can adopt some of the same techniques and strategies to cultivate and engage committed constituents and patrons.
Description: 98 p. : col. ill. A Project Presented to the Arts & Administration program of the University of Oregon in partial fulfillment of the requirements for the Degree of Master’s of Science in Arts Management
Date: 2011-06

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