Independent Producers: A Guide to 21st Century Independent Music Promotion and Distribution
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Date
2011-06
Authors
Valladares, Tomas Alfredo
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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
Keywords
Internet, Social media, Music, Producer, New media, Promotion, Distribution, Social networking