INDEPENDENT MUSIC ARTISTS IDENTITY CASE STUDY OF INDEPENDENT MUSIC ARTISTS IN BANGKOK

Abstract

The purpose of Independent Music Artists’ Identity Case Study of the independent music artists in Bangkok was (1) to study the independent music artists’ identity in Bangkok and (2) to propose guidelines to manage the independent music artists’ identity in Bangkok. I using the quantitative research by analyzing 20 independent music artists, and I chose to develop the qualitative research by using three sample groups, which are (1) three song writer in Bangkok (2) record label managers and (3) music steaming and music performance managers. Questionnaires were conducted as a tool in order to find the consistency between the questions and the IOC objective. From the inspection by three experts, this was to know the perspectives and ways of thinking about the independent music artists’ identity in every aspect in order to study and propose guidelines on creating the independent music artists’ identity.

The results showed that the independent music artists’ identity is critical to create guidelines in managing music bands both in the perspective of targeting the right target and building a unique identity to stand out from other bands that have similar style during the fast-growing music industry and a significant increase in independent music artists these days. If we take time to find the identity in an artist, we will discover that these independent music artists are able to have an opportunity to be as successful as music artists managed by the record labels as well.