The Coming of Age of Independent Music Artists on Social Media: an Analysis of Personal Branding Strategies employed by Indian Independent Artists on Social Media Platforms

Abstract

The main objective of this paper is to understand the different tactics and platforms used by independent artists successfully to promote themselves as a brand and garner attention to their music, building a fan base. The platforms include social media and other platforms and also understand the most favorable platform for promoting oneself as an artist. This paper also deals with the different strategies they use to promote themselves. The first part of the paper includes the evolution of the music industry, the rise of streaming services, and independent artists. The revenue models of famous streaming platforms and how much they earn through streaming. The second part deals with the definition of personal branding, the different subsections involved in branding, and the strategies in general used by independent music artists on different social media platforms. Organizations' expenditure on online promotional activities is constantly and dynamically increasing in tandem with the increasing level of digital media consumption. Simultaneously, with increasing expenditures on digital promotion, it is clear that the effectiveness of activities carried out in the electronic space in its current form is decreasing. As a result, when promoting products and services has never been more difficult in the new market situation, organizations have begun to seek alternative methods of influencing consumers.