BAND: A strategic framework to help indie rock musicians build their audience via streaming platforms and social media

This paper describes how independent rock musicians have been impacted by the digital revolution that reshaped the music industry. The purpose is to help them understand how to use streaming platforms and social media to reach an audience and get their music known. For framing the research, three assumptions are formulated saying that streaming platforms are the leading distribution channel for music; the same is true for social media as the prominent promotion and dissemination channel, and independent musicians should have or develop entrepreneurial skills. The methodology of this thesis differs from usual qualitative methods as I use a practice-based approach. To confront literature with musicians' reality, I take the role of practitioner-researcher as I observe my attitudes as a musician and attitudes of the other musicians of my independent rock band towards those new technologies. This specific methodology, well-known from artistic researchers, has been inspired by Skains' article (2018) about Creative Practice as Research. The research takes a general perspective of the music industry, the listener's perspective, and musicians' one. This funnel-shaped approach allows considering all stakeholders while ending with the main subject, the independent musicians. This thesis has developed a new typology of listeners (music consumers), a practical guide for independent musicians, and a theoretical framework with managerial scope intended for musicians and entrepreneurs. The 10-step guide designed for independent musicians summarises the critical moments of a musical project, such as the release of an EP or an album. It integrates the key actors described throughout this work that are streaming services and social media. Finally, the BAND framework highlights the four key elements to be careful about when launching any project. The business models studied, and the new skills that musicians are led to develop are further evidence of the upheavals in the music industry. Beyond the managerial and entrepreneurial scope, this thesis aims to take an accurate picture of independent musicians' situation - especially rock musicians – in the particular context of the digital revolution experienced by industry since the advent of the Internet.