Exploring the development of niche music in the digital age

Abstract

The purpose of this paper was to look into the challenges and opportunities that niche music artists face in the digital age, with a particular focus on Universal Music Group and its subsidiary, Spinnup. It examined the transition from physical to digital music and the implications for niche music artists critically. It explicitly addressed pricing and promotion issues in the digital music industry, drawing on marketing mix theory. According to the paper, platforms such as Spinnup have made it easier for niche artists to distribute their music globally, but they frequently require assistance in generating sufficient revenue due to high release fees and insufficient promotion. To address these issues, the paper proposed two major solutions: a pricing model revision and the provision of marketing and promotional tools. The proposed solutions aimed to foster a more welcoming environment for niche artists by providing them with the tools they need to effectively reach their audiences and thrive in the digital music industry. The findings provided insights into the music industry’s digital transformation and suggested strategies for promoting the growth and sustainability of niche music.