Business motivations behind artists' shift to independence in the music industry

Mmanga, Ashraf (2025) Business motivations behind artists' shift to independence in the music industry. Undergraduate thesis, Dublin, National College of Ireland.

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Abstract

This dissertation examines the growing trend of artists starting to become independent or why they remain independent than going to a record label from a business perspective. Digital platforms have disrupted the traditional music industry models and artist development models; many artists are seeking to get out of their contracts and pursue more autonomous career paths. The research explores the motivations, challenges and strategies independent artists use in a digital age where you have to have an entrepreneurial approach.

The research question asks about the business motivations behind artists shift to independence in the music industry. This study shows all aspects of independency whether it is the pros and cons of it, it also addresses the business rationale behind an independent artists journey.

A qualitative approach was used, using a semi-structured interviews of 5 participants actively involved in an independent space. A thematic analysis had revealed 5 key themes: artistic autonomy, financial sustainability, marketing and branding, industry challenges and future aspirations. Findings had indicated that being independent allowed the artist to retain their masters, control their revenue and build fan relationships but it had caused pressure on the artists as they have to manage every aspect of their careers.

Item Type:	Thesis (Undergraduate)
Supervisors:	Name Email MacDonald, Robert UNSPECIFIED
Subjects:	H Social Sciences > Economics > Business H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Human Resource Management > Performance Management > Motivation H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Music Industry
Divisions:	School of Business (- 2025) > BA (Honours) in Business Studies
Depositing User:	Ciara O'Brien
Date Deposited:	19 Mar 2026 15:12
Last Modified:	19 Mar 2026 15:12
URI:	https://norma.ncirl.ie/id/eprint/9186

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