The use of social media by music artists to promote themselves in a very small market

Abstract

Purpose: The purpose of the study is to evaluate the efficacy of social media as a tool for propagation, music distribution and even promotion within the Maltese music industry. Design/Methodology/Approach: Case studies were compiled for five bands to serve as the main primary data. This was complimented by an online survey conducted for a sample of 100 university students so as to verify the correctness of the bands' perception of their audience. Findings: Artists’ use of social networking sites (SNSs) has increased drastically over the years, and has become their most cost-efficient tool to communicate with their fans, distribute and promote their music and live performances. Facebook was shown to be the preferred SNS used by Maltese bands and also the individuals participating in the online survey. This study confirms that the reasons and satisfactions artists and individuals obtain when using SNSs, are to achieve integration, social interaction and acquisition of information. Furthermore, when artists independently distribute music on various SNSs, they also obtain gratification through development of their personal identity and provision of entertainment to their audience. Research Limitations/implications: Bands were the main focus when conducting the face-to-face interviews, thus, excluding solo artists. Such participants may not be reflective of the overall market situation; thus further research should be carried out to get a deeper understanding of how artists of various genres use SNSs. Practical Implications: Whilst it has been confirmed that bands rely on SNSs to promote themselves, it has become evident that their efforts are not systematic and little analysis is carried out on the outcome of their activities and that there is room to explore the use of online but affordable marketing through specialist firms. Originality: This study applied successfully the Uses and Gratification theory for the analysis of the music scene in Malta thus identifying why and how Maltese bands use SNSs as a promotional tool in the local music scene.