In modern society where content is king, music artists have taken on the role of constant content providers--often without realizing it. Hundreds of thousands of songs are released each day, creating a highly saturated music market where most artists struggle to build lasting careers. Throughout critical stages of their development, artists increasingly rely on social media, marketing, and promotional strategies to advance their careers. This thesis investigates how these factors influence artist development and contribute to long-term career sustainability. Using a mixed-methods approach--combining quantitative survey data with qualitative interviews from industry experts--the study found that social media is most effective when artists remain consistent with their personal brand, and that marketing and promotion are similarly strengthened by authenticity. Across different stages of an artist's career, maintaining a consistent artistic identity emerged as a key factor to building longevity. These findings provide guidance for both independent artists and record labels seeking to better position artists for long-term success in an evolving digital landscape.
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Details
Title
Longevity in music
Creators
Jabriel Addison
Contributors
Michelle McHugh (Advisor)
Awarding Institution
Drexel University
Degree Awarded
Master of Science (M.S.)
Publisher
Drexel University
Number of pages
v, 119 pages
Resource Type
Thesis
Language
English
Academic Unit
Television (and Media) Management; Cinema and Television; Drexel University; Antoinette Westphal College of Media Arts and Design
Other Identifier
991022146706704721
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