The core issue of this paper is 'music industry in relation to the contemporary developments on the Internet'. Internet is used by existing artists and bands to expand their reach. Furthermore, websites and fancommunities enable them to improve the relation with their fans and among their fans; this will probably stimulate their fame. However, this is applicable to bands and artists who already became popular, with the help of different media and record companies. Another 'movement' could also be possible when you look at the Internet developments of viral marketing, weblogs, p2p etc. It interesting to examine if it is possible to become 'famous' without signing up to a record company or using mediahypes like Idols and how the Internet developments versus. 'reallife' play a role in this. Therefore, the following question will be central to this study:
What are the possibilities for music artists to achieve success by using the Internet and its features?
Each chapter of the paper will deal with several aspects surrounding the core issue to give an answer to the central question. This will involve the next perspectives:
- A short history of how the music industry developed.
In order to give a good perspective on the contemporary music industry, it is important to know its history. Therefore, the first chapter will present a short description of the developments within the music industry in relation to the 'branding of artists and bands'.
- Dutch examples
Here, the Dutch hiphop formation the 'Onderhonden' will be discussed. This is a formation of underground hiphop, created by the record company 'Ramp Records'. This record company is constituted by Def P, member of the Osdorp Posse, with the goal to give the underground hiphop a chance to become more known and to 'do your own thing', instead of following the rules of big record companies.
Furthermore, the Dutch punkband 'Van Katoen' will have a central role. This band didn't sign up to a record company and is using online activities to become famous. These activities involve participation by fans (their songs can be on the next single of the band). The concept and perspective of this band will be explained.
These two examples tend to show a development of trying to create your own product. First by constituting your own record company, and thereafter by using new technologies to 'present your own point of view.'
- Foreign examples
Since Internet is a global medium, it is relevant to put the core issue in a broader context and also discuss foreign examples. Therefore, the hiphop developments in Japan will be studied here. (Maybe some American developments will also be examined).
4) Discussion
In the discussion the core issue will be studied in the context of scientific theories about social networks in relation to technology. This discussion will lead to insights in the relation between the music industry and Internet and, thus, give an answer to the main question. Besides, insights about the music industry will be profitable for other creative industries as well, in regard to their future with the existence of Internet.
References:
Interviews:- 'That's live' at 3fm
