Music marketing in the digital music industries – An autoethnographic exploration of opportunities and challenges for independent musicians

The digital music industries have encountered major structural transformations driven by a rapidly evolving new media environment and the evolution of music streaming as the dominant consumption format. Much analysis has been on broad macro issues driven by the concerns of major stakeholders such as record labels and music publishers. Through autoethnography, the micro-perspective of an independent musician is presented, highlighting the challenges of music marketing planning in a dynamic digital business environment. Future directions for independent music marketing practice are explored.