| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 96 === In recent years, there are many excellent performances of the music market distribution, activities, and Golden Melody Awards in the Taiwan’s independent labels. Besides, they are also active in the Blog, and Youtube and BBS. In the real market and the internet, we can know more and more importance of independent labels in Taiwan. When the market of Taiwan’s independent labels is increasing, the researcher worries that the independent labels will lose the music quality and insistence in the future. Therefore, the aim of this article attempts to explore how the Taiwan’s independent labels’ production, marketing, and fans to avoid losing music quality and insistence and why indie to be pay attention by more and more people in terms of Bobos’ culture ( David Brooks, 2000).
The method to carry out the study was using in-depth surveys with interviews and participation observation. By interviewing the staff, I want to obtain the practice data of operations in Taiwan’s independent labels. Not only interviewing but also participating in indie fans, I want to obtain the practice data of the consumer behavior. The subject of fans was eleven fans of Sodagreen, the indie-pop group in Taiwan.
The results show two points: (1) Regardless of how much the market is, the Taiwan’s independent labels don’t change their management philosophy which is to make every effort to producing good music and allow people to know. Due to their music quality and insistence, the label is already becoming a brand in the public. According to the progressive technology, there are feasibility and workability of their management philosophy. (2) In terms of Bobos’ culture to observe the attitude and behavior of the labels’ staff and fans, these data indicate that the worker come to a compromise between the reality and dream, and the fans want to get together with other fans in order to obtain responses in music. The most important thing is that common culture of the music, labels’ staff and fans is the gradually accruing a live style by consuming and listening indie music.
Additionally, the research shows that the indie singer and fans are active to come into contact with each other. In the future, the indie singer and fans will be the important culture intermediaries. By the common power of the indie singer and fans, the indie industry and environment will grow up greatly and could be a good example for main stream music.
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