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Independent musical project and marketing modeling construction – independent musical album as example
LEE, Wen-Pin Hope
Due to technology development, those who love music or creators can publish their own creation through different platforms and forms. In addition, expressing different perspectives about music is accessible via different channels. However, it is interesting to think that how could people lower their cost , making consumers increase consumption levels, holding exact status in musical industry, and making their fans sustainable by implementing social media and digital platforms. The term, independent music, has been existing between mainstream and non-mainstream musical industry. To date, independent music and mainstream music has been interacting strongly. Therefore, it is hard to distinguish within these two terms. Instead of making mainstream music to enhance entertainers’ image through solid platform and traditional mass media, author has been attempting other methods. To differentiate from independent music to mainstream music, author has utilized independent musical project and relevant marketing, consisting of their lecture experiences regarding pop music, literatures associated with independent music, and individual case studies. In order to deeply understand the differences between mainstream and independent music, especially from the aspect of current market circumstances, professionals from digital music industry have been invited to class as lecturers. From the process of collecting literatures, the definition of independent music has been perceived as more variety. Besides, independent music has been discovered that some brands gave it some degrees of support, and some people have became its fans, shrinking the differences of marketing regarding pop music and independent music. To summarize, writer has combined the literatures which mentioned above and personal experiences into the band album project that has been progressing.
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