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Abstract
This research aims to explore how independent artists in the music industry can leverage their unique brand to achieve success. Recognizing the evolving landscape of the music industry as a commercial entity where creativity, commerce, and technology intersect, the research identifies a crucial gap in the existing literature concerning the specific strategies and methods through which independent artists can capitalize on their brand. To address this gap, the study focuses on an exploration of artists who operate outside the traditional dominance of major record labels and retain full control over their career choices. In the process of this study, the concept of branding is examined, encompassing the distinct genre or style of music, the artist's narrative, visual aesthetics, and overall presence.
In its main objective, the purpose of the study is to develop a handbook that provides artists with both an assessment and guidebook, in hopes to support them in the process of self-analysis. Through a comprehensive framework and practical exercises, the guide empowers artists to define their identity and, thus, their overall brand. This encompasses qualities like musical style, target audience, personal narratives, and visual aesthetics.
By acknowledging the importance of self-assessment and brand development, the research provides a valuable contribution to the field of music industry studies, supporting artists in their pursuit of success, regardless of what that personal pursuit looks like.
Publication Date
7-1-2023
Campus
Valencia (Spain) Campus
Keywords
Independent artists, DIY artists, music industry, brand, success, self-analysis, self-discovery, assessment, guidebook, marketing, artist development
Recommended Citation
Carroll, Chloe. “The Independent Artist Assessment & Guidebook: Navigating the Music Industry as a DIY Artist.” Master's thesis, Berklee College of Music, 2023. https://remix.berklee.edu/graduate-studies-global-entertainment-business/377.