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PDFOpen Access (License Unspecified), Open Access
Thesis
Longevity in music: understanding what impacts the career development of today's music artists?
Master of Science (M.S.), Drexel University
Dec 2025
DOI:
https://doi.org/10.17918/00011235
Abstract
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