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Title:	社群媒體時代的台灣獨立音樂：台灣獨立歌手如何平衡創作、創業及行銷的調查研究 Taiwan Indie Music in the Social Media Era: an Empirical Investigation of How Taiwan Indie Singers Balance Creating, Entrepreneurship and Self-Promotion
Authors:	黃執虔 Huang, Andrew
Contributors:	林怡潔 Lin, Yi-Chieh 黃執虔 Huang, Andrew
Keywords:	台灣獨立音樂社群媒體時代台灣獨立歌手創作創業行銷 Taiwan indie music Social media era Taiwan indie singers Creating Entrepreneurship Self-promotion
Date:	2018
Issue Date:	2018-03-02 11:52:08 (UTC+8)
Abstract:	本文探討台灣獨立音樂界的結構機制以及台灣獨立音樂人如何在社交媒體時代操控事業。出於對獨立音樂本質的興趣，及藝術家，觀眾與市場之間的互動，我邀請業界20位音樂專業人士（包括歌手及幕後人員）進行深度訪談，來架構關於台灣獨立音樂生產鏈的各個階段的多角度觀察。我對資訊進行詳細的分析及討論，包括藝術家的分眾和定位，音樂出版和發行，臉書音樂推廣，現場表演，敘事能力，創作與自我推銷的矛盾，最後，受訪者認為什麼是“獨立音樂精神，”及獨立音樂生涯的典型發展模式。本研究結論是，在獨立音樂出版領域，真才實力的才華是建立事業的前提。雖然數位音樂製作及社群媒體讓音樂製作成本得以民主化，令所有人皆有宣傳管道，但是經營社群媒體所須的時間和專業依舊牽絆著獨立歌手，致使只有極少數獨立歌手運過社群媒體的宣傳成功打入主流市場。然而，許多獨立歌手認為他們從事生涯的目標，並非用音樂為工具來獲得名利，而是通過音樂來分享他們的故事。 This thesis investigates the mechanism of Taiwan`s independent music sector and how Taiwanese independent musicians operate in the era of social media. Departing from an interest in the nature of independent music and the interactions between artist, audience and the market, I conduct in-depth interviews with 20 music professionals from the industry (including singers and behind-the-scene personnel) to derive multi-perspective observation about the various stages of production chain of Taiwan’s independent music. The data is analyzed and discussed in details with the following themes: artist segmentation and positioning, music release and distribution, Facebook music promotion, live performance, storytelling, creating versus self-promotion, what they perceive as the “indie music spirit,” and finally what is the typical indie music career pattern. This research concludes that, in the realm of independent music publishing, veritable talent is the prerequisite to establishing a career. While digital music production and social media democratized the cost of music making and provides publicity access to everyone, the amount of time and expertise required for managing social media constraint indie singers so that only very few reach mainstream recognition through self-promotion in social media. However, many indie singers perceive their career goals as sharing stories through music rather than using music as means to reach fame and fortune.
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Description:	碩士國立政治大學國際傳播英語碩士學位學程(IMICS) 104461002
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0104461002
Data Type:	thesis
Appears in Collections:	[International Master`s Program in International Communication Studies] Theses

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