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advanced computer hardware such as MIDI keyboards and software such as Pro-Tools had reduced the costs of production to the point where creating music of a ‘professional’ standard was within the reach of many independent musicians.

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Power of technologies for musicians - On Social media, musicians can develop a fanbase invested enough to spend money on them, the power of  major record labels has been significantly weakened by the disintermediating nature of these technologies, as they are facilitating more direct social and financial relationships between artist and fanIndependent musicians are at the sharp end of the ‘crisis of the music industry’ and online success does not easily translate into material sustainability., Social media is more effective for maintaining established audiences than building new ones.

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Social media is a free global portal for musicians to attract fans

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Social media is a free global portal for musicians to attract fans

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those managing small enterprises tend to rely more on heuristics in decision-making than those in large firms.

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Invisible visibility. Social Media is great for independent artists and gives them a reach and access not once available  however the online music market has become ‘over-saturated’ as more and
more acts release music online.

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Social media is a key asset for emerging artists/musicians - investing in content creation and building a social media profile is a good strategy alongside traditional routes such as gigging.

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- if symbolic capital has not been acquired, the decision-maker will go to great lengths to leave a perception that it has been acquired through the use of aggrandizement.

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Decisions made by music companies to move to internet based business model made royalties-based model defunct in terms of music revenue. “Before the recent internet-generated shift in market structure, the industry consisted of a rights-based model of distribution that relied heavily on “mega” hits to generate revenue."

Decisions made by record companies to determine the appropriate amount of promotion based on music’s chart position trajectory. “Consulting radio chart positions of their artists in a given week aids in determining whether further resources should be allocated to promoting a song; determining the song’s trajectory on the chart is a continuous and iterative process of information gathering and interpretation.”

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Room 1

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Room 1

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Room 1

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Room 1

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Room 1

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Room 1

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Room 1

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Room 1

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Room 3

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Room 3

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Room 2

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Group 5

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Room 3

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Room 4

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Location, age, gender of the listeners (A) 

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Location, age, gender of the listeners (A) 

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Room 2

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Room 4

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Room 2

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Room 2

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Room 4

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Room 3

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Room 2

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Group 5 - Jonah, Khush, Linda, Dan

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Group 6 - Sam