The Market and Dilemma of Independent Music:An Analysis of the Promotion and Practice of the Independent Music Band

• Main Authors: Chang, Xue-Yang, 張學洋
• Other Authors: Lai, Jing-Hai
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/07360590951698682481

碩士 === 明道大學 === 資訊傳播學系碩士班 === 100 === Independent music (initial as “Indie Music” will be used afterwards) is the main topic in this article. Through literature review, this study makes an effect on the impact of Taiwan’s Indie Music, and analyses the development of the network carrier, government policies and the music trend. At the end, it describes the mutual relationships among them. The past researches on Indie Music typically focus on the analysis in the policy or the exploration of audiences’ cultural consumption, rather than discussion on promotion and on-line platform. They even didn’t write about the connection of Indie Music and network platform, not to mention the future of the Indie Music. Since the datebase for this study is limited, the author tries to examine the unique role of Taiwan’s Indie Music promotes in the whole frame of network platform, and also respond to existing trends and their directions. This study used two research methods -- “in-depth interview” and “participant observation.” In-depth interviews were conducted to one senior fan, one certified accountant who deeply cares the Indie Music, and five experienced independent musicians. Besides, the author has been involving in the Indie Music bands since 2008, observing the related cultural field, and exploring the promotion of the Indie Music. As far as possible, he infers the future of the Indie Music. The research discovers: (1) the definition of the Indie Music is “autonomy;” (2) the Indie Music should be able to attract more audiences because the network can be successfully promoted through live performances and the convenient network; (3) the Indie Music still occupies a niche out of the completely competitive music market; (4) the Mandarin music market is in the bottleneck stage and thus needs someone (for example, the newly reorganized Cultural Department this May) to change the promotion system; (5) music carriers and digital production keep changing although the on-line platform is in reality.