Empowering musicians: Understanding how music streaming platforms can support independent artists in using short-form content for digital promotion
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School of Arts, Design and Architecture |
Bachelor's thesis
Ask about the availability of the thesis by sending email to the Aalto University Learning Centre oppimiskeskus@aalto.fi
Author
Date
2024
Department
Major/Subject
Major of Design
Mcode
Degree programme
Bachelor's Programme in Design
Language
en
Pages
31 + 19
Series
Abstract
Short-form content is a promising opportunity to assist independent artists in their digital promotion efforts. However, there remains a vital gap in understanding the role of music streaming platforms in supporting and encouraging this new opportunity as well as the approaches to facilitate such interaction. This study aims to acknowledge and close that gap by conducting research in the discovery phase of the design process. A literature review was conducted to situate this study, followed by qualitative user and stakeholder interviews. Interviews were conducted with music artists and designers related to music streaming and social media companies to understand the current pain points of digital promotion of independent artists, current support methods for digital promotion efforts of independent artists, potential approaches music streaming companies can use to support independent artists in utilizing short-form content for digital promotion as well as a reflection on pitfalls and according solutions. The main findings were summarized and presented as a potential starting point for music streaming companies to conduct further discovery, emphasizing internal data points. This study highlights several challenges independent artists currently face concerning digital promotion. Challenges include saturation in the music industry that results in difficulty standing out, limited audience accessibility through social media, including existing audiences, and the time and labor investment required for short-form content production and digital promotion efforts. Further challenges are divergent interests and competencies of independent artists regarding digital promotion as well as resource constraints in acquiring assistance. Observational and online tutorial learning have been found as current support methods in addition to releasing related reminders from music streaming platforms to update artists’ online presence. Potential design solutions for music streaming platforms should consider the timing of education, actionability, and embedment into artists’ artistic processes. Potential pitfalls of design solutions include a dissonance of objectives between music streaming platforms and independent artists and a misinterpretation that all independent artists seek to pursue content creation. Intentionality in product development, designing for different use cases, and grounding the following design process in user needs are methods for avoiding these pitfalls and creating impactful solutions.Description
Supervisor
Joseph, Antony WilliamThesis advisor
Sanchez, CamiloKeywords
music streaming, independent music artists, short-form content, discovery research, design approaches, digital design
