Taiwan Indie Music in the Social Media Era: an Empirical Investigation of How Taiwan Indie Singers Balance Creating, Entrepreneurship and Self-Promotion

碩士 === 國立政治大學 === 國際傳播英語碩士學位學程(IMICS) === 106 === This thesis investigates the mechanism of Taiwan's independent music sector and how Taiwanese independent musicians operate in the era of social media. Departing from an interest in the nature of independent music and the interactions between ar...

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Main Authors:	Huang, Andrew, 黃執虔
Other Authors:	Lin, Yi-Chieh
Format:	Others
Language:	en_US
Published:	2018
Online Access:	http://ndltd.ncl.edu.tw/handle/27qpn6

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spelling	ndltd-TW-106NCCU58380042019-05-16T00:15:13Z http://ndltd.ncl.edu.tw/handle/27qpn6 Taiwan Indie Music in the Social Media Era: an Empirical Investigation of How Taiwan Indie Singers Balance Creating, Entrepreneurship and Self-Promotion 社群媒體時代的台灣獨立音樂：台灣獨立歌手如何平衡創作、創業及行銷的調查研究 Huang, Andrew 黃執虔碩士國立政治大學國際傳播英語碩士學位學程(IMICS) 106 This thesis investigates the mechanism of Taiwan's independent music sector and how Taiwanese independent musicians operate in the era of social media. Departing from an interest in the nature of independent music and the interactions between artist, audience and the market, I conduct in-depth interviews with 20 music professionals from the industry (including singers and behind-the-scene personnel) to derive multi-perspective observation about the various stages of production chain of Taiwan’s independent music. The data is analyzed and discussed in details with the following themes: artist segmentation and positioning, music release and distribution, Facebook music promotion, live performance, storytelling, creating versus self-promotion, what they perceive as the “indie music spirit,” and finally what is the typical indie music career pattern. This research concludes that, in the realm of independent music publishing, veritable talent is the prerequisite to establishing a career. While digital music production and social media democratized the cost of music making and provides publicity access to everyone, the amount of time and expertise required for managing social media constraint indie singers so that only very few reach mainstream recognition through self-promotion in social media. However, many indie singers perceive their career goals as sharing stories through music rather than using music as means to reach fame and fortune. Lin, Yi-Chieh 林怡潔 2018 學位論文 ; thesis 118 en_US
collection	NDLTD
language	en_US
format	Others
sources	NDLTD
description	碩士 === 國立政治大學 === 國際傳播英語碩士學位學程(IMICS) === 106 === This thesis investigates the mechanism of Taiwan's independent music sector and how Taiwanese independent musicians operate in the era of social media. Departing from an interest in the nature of independent music and the interactions between artist, audience and the market, I conduct in-depth interviews with 20 music professionals from the industry (including singers and behind-the-scene personnel) to derive multi-perspective observation about the various stages of production chain of Taiwan’s independent music. The data is analyzed and discussed in details with the following themes: artist segmentation and positioning, music release and distribution, Facebook music promotion, live performance, storytelling, creating versus self-promotion, what they perceive as the “indie music spirit,” and finally what is the typical indie music career pattern. This research concludes that, in the realm of independent music publishing, veritable talent is the prerequisite to establishing a career. While digital music production and social media democratized the cost of music making and provides publicity access to everyone, the amount of time and expertise required for managing social media constraint indie singers so that only very few reach mainstream recognition through self-promotion in social media. However, many indie singers perceive their career goals as sharing stories through music rather than using music as means to reach fame and fortune.
author2	Lin, Yi-Chieh
author_facet	Lin, Yi-Chieh Huang, Andrew 黃執虔
author	Huang, Andrew 黃執虔
spellingShingle	Huang, Andrew 黃執虔 Taiwan Indie Music in the Social Media Era: an Empirical Investigation of How Taiwan Indie Singers Balance Creating, Entrepreneurship and Self-Promotion
author_sort	Huang, Andrew
title	Taiwan Indie Music in the Social Media Era: an Empirical Investigation of How Taiwan Indie Singers Balance Creating, Entrepreneurship and Self-Promotion
title_short	Taiwan Indie Music in the Social Media Era: an Empirical Investigation of How Taiwan Indie Singers Balance Creating, Entrepreneurship and Self-Promotion
title_full	Taiwan Indie Music in the Social Media Era: an Empirical Investigation of How Taiwan Indie Singers Balance Creating, Entrepreneurship and Self-Promotion
title_fullStr	Taiwan Indie Music in the Social Media Era: an Empirical Investigation of How Taiwan Indie Singers Balance Creating, Entrepreneurship and Self-Promotion
title_full_unstemmed	Taiwan Indie Music in the Social Media Era: an Empirical Investigation of How Taiwan Indie Singers Balance Creating, Entrepreneurship and Self-Promotion
title_sort	taiwan indie music in the social media era: an empirical investigation of how taiwan indie singers balance creating, entrepreneurship and self-promotion
publishDate	2018
url	http://ndltd.ncl.edu.tw/handle/27qpn6
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Taiwan Indie Music in the Social Media Era: an Empirical Investigation of How Taiwan Indie Singers Balance Creating, Entrepreneurship and Self-Promotion

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