Music Entrepreneurship: How Independent Artists Get Down To Business
This project aims at defining the role and impact of Do-It-Yourself (DIY) independent artists in the music industry, as well as demonstrating how to manage their careers in the era of artist entrepreneurship. Following the industry analysis, a case study of ARAE, “the pop music vigilante” will illustrate the points previously mentioned and picture an independent artist’s business strategy. To support my research, mixed methods have been used, ranging from literature reviews and conducting interviews, to building a business model and analyzing my audience data. Lastly, this project is meant to highlight a change in the music business and prove that an artist can develop and maintain their career themselves aided by a more artist-centric industry. However, this study also presents the hardships of owning your business and concludes by establishing the need for independent artists to find suitable partnerships to support their careers.
Valencia (Spain) Campus
independent artists; entrepreneurship; case study; ARAE
Cartier, Louise. “Music Entrepreneurship: How Independent Artists Get Down To Business.” Master's Project, Berklee College of Music, 2020. https://remix.berklee.edu/graduate-studies-global-entertainment-business/160