Browsing by Subject "digitaalinen aikakausi"

Since the beginning of the digital revolution the music industry has been forced to face frequent changes. Finding musical talent is at the core of the music industry, and therefore this study has examined how the music industry view that the digital changes have affected the talent scouting and talent launching processes. The research method used in this study was semi-structured interviews that were analyzed using qualitative content analysis. This study relied on the constructivist position as the constructivists’ incentive is to understand the world we live in by developing meanings from experiences towards certain objects and ideas. The aim of this study was to rely as much as possible on the participants’ responses related to the subject. Altogether ten music industry professionals with different backgrounds were interviewed to get an in-depth understanding on the research question. The main findings of this study show that opening up the digital production and distribution channels gives the artists more power to get distinguished even without the help of any record labels. However, the record labels are still integral part of the talent launching processes that are increasingly moving towards digital platforms. The growth in the volume brings new talent into the music markets but simultaneously the more fragmented digital music environment makes the competition much harder. Moreover, the fans are growing importance where the information collected from them using the digital technologies can help the record labels in their scouting and launching plans. In addition to this, digital marketing and promotion are growing importance in the talent launching process. Overall, the digital changes have created a lasting impact on the talent scouting and talent launching processes, which are now extending more towards the digital environment. The slow reaction of the music industry towards the ever changing digital environment has made it less efficient in the use of the new digital technologies. The music industry is often not educated enough to take advantage of and use the full potential of what the modern digital environment has to offer. However, more recently the music industry has started to realize the usefulness of digital tools and platforms on the talent scouting and talent launching.