A Musician’s Life: New Models for Success in the Music Industry in the 21st Century


This thesis explores how technology advancements have driven a power shift in the music industry, birthing new business models that musicians as well as the music industry at-large can adopt. It also provides a real-life story of one band's struggles in the industry today. This thesis project consists of three articles. The first article, So, You Want to Be a Rock Star? outlines new models for both musicians and businesses to adopt in order to succeed. The second article, The Prize at the End: One Band's Struggle for Fame, tells the story of a local band, SWASO, struggling to succeed and trying to learn from past mistakes. The final article, Three Cities to a New Day: Chronicling a Social Media Experiment picks up with SWASO a few months later and follows the band on a three-city tour as they implement new and innovative social media strategies

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