Career development within the new music industries
Work by Guy Morrow
With four colleagues, Guy currently has a Macquarie University Research Development Grant to research career development strategies within the new music industries.
Contemporary artists embarking on a musical career enter into a highly competitive and complex environment. Whereas the pre-digital music industries consisted of definable streams of income and markers of achievement, such as live performance opportunities, record deals, royalties, and radio play, today's music industries involve multiple platforms and strategies that artists need to engage with. Defining "success" in this new environment goes beyond standard definitions of financial independence or peer respect (Letts 2013).
Success is contingent on planning for and leveraging numerous smaller successes in areas including developing "Do It Yourself" (DIY) and management skills and engaging in funding opportunities such as government grants. Artists may also employ crowdfunding or alternate means for raising capital, engaging with fans via social media, managing their online identities and personas, utilising online music video, and expanding into overseas markets in order to maintain financial viability.
This research draws on a series of focus groups with artists and industry practitioners within the Australian music industries, and considers the diverse contemporary approaches that artists take in order to achieve success in their careers.