An Exploration of Independent Music Marketing Strategies in terms of the Issue of Internet Crowdfunding

• Main Authors: Pan, Ssu-Jung, 潘思榮
• Other Authors: Ciou, Ci-Ming
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/48312499098859755838

碩士 === 國立臺灣藝術大學 === 廣播電視學系應用媒體藝術碩士班 === 103 === Taiwan POP music market has largely shrunk from its peak of 12.3 billion NT in 1997 to 1.8 billion in 2013 due to the influence of piracy, the development of digital music and online streaming. Along with the development of internet, the rise of indie music and the change in audiences' taste and consuming behavior, the music market has gradually transformed from a mass to a de-massed market and the marketing of indie music has been drastically changed under the influence of internet. Based on the statistics made by crowd-funding giant Kickstarter in 2009, among all types of funding, music ranks the first in terms of successful cases and the fourth in terms of revenue. Therefore, the purpose of this research is to study the marketing strategies for crowd-funding process of indie music in Taiwan via internet, and sort out the marketing pattern of internet crowd-funding. The article is divided into three parts: the interaction between indie musicians and fans. Differing from the mainstream music which primarily focus on the worship and commercialization of idols, the friendship between the indie musicians and the fans has become a major drive for the loyal support of indie music from the fans; the process that indie musicians interact with their fans via online social network has alternated the traditional consuming behavior; the third part is the phenomenon of the emergence of crowd-funding which strive for rooms for promotion and investment from sponsors for business or innovation at their early age has enabled them to realize their dream. This study applies in-depth interview for its research method and purposive sampling as sampling method. The samples of purposive sampling are indie musicians who participate in internet crowd-funding and managers of crowd-funding platforms. During the interview with them, marketing strategies of music type crowd-funding is analyzed to figure out what differences between indie music and traditional internet marketing which promote music and albums. In addition, the issue of different enterprises alliance of cooperation during project execution of indie musicians and the managers of crowd-funding platforms is explored, too. This research concludes that the major marketing strategies for music type crowd-funding include various marketing method, grasp on the core fans support is the highest, various feedback projects and project stories support which attract and touch people's heart during the execution of crowd-funding projects on the issues of enterprises alliance and cooperation with relevant industries.