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An Investigation into the use of Digital Marketing and Social Media platforms by Independent Musicians in Ireland

McSweeney, Stephen (2020) An Investigation into the use of Digital Marketing and Social Media platforms by Independent Musicians in Ireland. Masters thesis, Dublin, National College of Ireland.

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Independent musicians have become the fastest-growing segment of the recorded music industry today. This has, in many respects, been aided by the digitalisation of music and the advancements in digital technologies such as improvements to home recording equipment. Independent musicians are making use of these digital mediums along with the help of new forms of communications, digital marketing techniques and social media in order to make a name for themselves within the industry. However, successful independent musicians still remain in the minority. Which brings into the question, are these new mediums are as beneficial as they suggest.

Very few studies have focused on independent musicians and their use of digital marketing and social media, especially in Ireland. With this in mind, the purpose of this dissertation is to investigate this use with the objective of determining if there is an over-reliance on these mediums. This research seeks to understand the motivations behind independent musicians use of these technologies and whether or not they believe they are too dependent on them.

This study employed qualitative research methods in the form of content analysis and semi-structured interviews. The participants of the interviews were all Irish-based independent musicians. From the research, key themes were identified and categorised. The findings concluded and revealed that independent musicians were dependent on new mediums to aid in navigating through the music industry. However, it was found that this was a necessity in today’s digital age.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > e Marketing
H Social Sciences > HF Commerce > Marketing
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Music Industry
Divisions: School of Business > Master of Science in Marketing
Depositing User: Dan English
Date Deposited: 08 Feb 2021 14:41
Last Modified: 08 Feb 2021 14:41

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