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Maximizing outcome on Spotify as an independent artist - Case study: DIRT

By Kasper Koutonen


The music industry is very different today compared to what it was twenty years ago. The digitalization of the industry has provided various opportunities for independent artists to build their careers independently. New tools and platforms have surfaced for both consumers and artists alike, and one of the more significant ones today is the streaming platform Spotify. This thesis is a research on how independent artists can reach as high streaming figures as possible on Spotify without the help provided by industry professionals. The thesis is a case study commissioned by the Finnish hard rock band DIRT, and the goal of this thesis is to achieve as high streaming figures as possible with three songs and individually tailored marketing plans. The aim for this thesis is to inspire colleagues and others who find it useful to see how Spotify’s algorithmic and editorial playlists can be used to boost an independent artists success with the help of strategic marketing. The theoretic foundation is based on the 7 Ps of marketing and strategic marketing, which are collected from traditional and digital literature. The marketing plans and outcomes are implemented using the quasi-experimental method, and then analyzed with the qualitative research method to conclude which of the plans are most effective and successful in terms of the number of streams. This study also provides an in-depth look on Spotify’s different playlists and the number of streams they may generate and reflects on how this experiment with the three songs impact DIRT’s career in a one-year span

Topics: fi=Kulttuurituotanto|sv=Kulturproduktion|en=Cultural Management|, musikindustri, musikbranschen, streaming, streamingtjänster, artister, marknadsföring, sociala medier, music industry, social media, entertainers, Kulturproducentskap
Year: 2020
OAI identifier:
Provided by: Theseus

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