masterthesissubmittedforthemastersdegreeprogramin.docVIP

Master Thesis submitted for the Masters Degree Program in Culture, Communication and Globalization, Aalborg University, Denmark, 29th July, 2011 Title: The DIY Approach of an Independent Musician vs. the Viability of Landing a Record Deal in the Present Day Music Industry Supervisor: Martin Bak J?rgensen Keystrokes: 133901 Author: Diana Uhrinova ABSTRACT The present thesis examines two approaches in todays music industry that arrived to a point of mutual competition, as a result of power shift in the digital age and development of new technologies. The DIY approach of an independent musician and an artist seeking a record deal both strive to justify their significance in the industry. The objective of the thesis is to investigate which one seems to have a better potential to help musicians achieve their goals becoming successful, while satisfying their fans and prospering financially implementing new ways of music monetization. Counting on the possibility the thesis may not be able to provide a one specific conclusion as to which of the two ways is more viable, it also strives to find out how these two ways have transformed due to the advancements of our age, how it influences them and what are the current circumstances under which they operate at present. Qualitative analysis has been employed in order to arrive at thorough understanding of the issue and after the introduction of the two theories which present the discussed competing approaches, and the theory on the new ways of music monetization, case study research design has been implemented to find out how the theories work in real life. Two major and two additional cases are illustrated with the two main ones carefully following the entire artists careers, while the two supporting serve the purpose of introducing the variety of other options available, as well as increasing the chance of finding the most viable solution. Qualitative analysis of data entails mainly articles, st