Digital Marketing StrategiesIndependent ArtistsSustaining Profitability
A lack of effective digital marketing strategies can hinder profitability for independent artists. Artists who cannot develop digital marketing strategies are at risk of not sustaining their independent businesses. Based on the foundational principle of marketing mix as its conceptual lens, the purpose of this qualitative, exploratory multiple case study was to explore what digital marketing strategies some independent artists used to achieve and sustain profitability. The participants were nine independent artists on the east coast of the United States who published original music at a profit during the last 5 years. Data were collected from semistructured interviews. Data were analyzed using Braun and Clarke’s six-step interpretive analyses. Three themes emerged: primary digital marketing strategies, marketing analysis tools, and key barriers to sustaining profitability. The key recommendation is for independent music artists to implement technological advances to support the digital marketing of their music. The implication for positive social change includes the potential for independent music artists to contribute knowledge to support and encourage fellow artists to continue composing music.
Wendy Renee Hicks