Succeeding in Music 2Table of Contents1.
Key Findings & Results5.
ReferencesIntroductionWhy is it that some bands have one hit album then disappear; while others have multiplesuccessful albums over a period of time; and still others never find success? This paper willexamine the music industry, particularly independent music, and determine what factors affect anartist’s life cycle, not just during the period of an album being released, but over the course of theartist’s career. We will look at eleven bands, some in the introductory phase and some that havegone on to have major label success, and present data on how the band moved from one stage inthe life cycle curve to another. We will look for patterns to determine what will help an artistmove to more successful stages of the life cycle curve, as well as extending the length of thecurve. In addition, we will also look to the fashion industry to help draw conclusions on thegroups in the adoption curve and how the music industry can define these groups better and moreeffectively market to these groups to help extend the length of an artist’s life cycle.In popular music, the term “indie music” has several different meanings. Indie can refer to thelabel being independent from the big four major record labels (Warner, Universal, Sony BMG,and EMI). Some can take that classification further to create a distinction between the big andsmall independent record labels; where the small label can be associated with a scene and thecreative mission is more important than the commercial drive. Indie also refers to a style of music and all its sub genres that is characterized as being independent of mainstream andcommercial styles of music. For the purposes of this project we will look at indie music as astyle of music instead of referring to the label, since many larger independent labels work in thesame way as major record labels with regards to A&R and marketing and style.ModelThe adoption curve shows when different groups accept ideas and the relations between thegroups that some are leaders and others are followers (Perreault, 333). In the traditional modelof the adoption curve, we felt that the traditional groups didn’t fully represent the groups of consumers in the music industry and the difficult there is in moving from early adopters to earlymajority. We looked to the fashion industry to help develop new terms for these groups thatwould allow bands to identify their markets and target them better. The groups that weestablished are the (music) Elitist, Trend Initiator, Mainstream Trend Establishers, MainstreamTrend Follower and Trend Killer. However, they still have similar defining characteristics to theoriginal model where word of mouth decreases over time and connection with mainstreamsources increases along the curve.