Market Readiness for the Digital Music Industries: A Case Study of Independent Artists

This chapter examines the artist direct segment, namely independent artists self-releasing music into the global marketplace, without the financial support of record label funding. The chapter begins by defining the artist direct segment within the independent sector of the digital music industries. Second, the chapter considers key indicators that suggest an independent artist may be market ready. The premise is that artists that fulfil some or all of these market readiness indicators are more likely to build a sustainable independent career and/or attract the interest of music business intermediaries who may view these indicators as reducing risk in a competitive marketplace. The methodology consisted of twelve in-depth interviews. Participants represented a cross-section of music business professionals to validate and evolve the framework. Key findings include that the song is a central component of market readiness; that a unique brand identity and its extension in social media are important; and that a social media presence is more valuable than an artist’s website in terms of discovery and using social analytics to guide commercial decision making. The outcomes provide career development opportunities for independent artists and are useful for educators to identify appropriate areas of skills development in music industry–related programs.