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Digital transformation and the DIY artist: Balancing artistic integrity and economic sustainability in the digital domain

Oliver, Paul G.



This study investigates the evolving role of do-it-yourself (DIY) artists in the context of digital transformation , analyzing the delicate balance between maintaining artistic integrity and achieving economic sustainability in the contemporary music industry. By exploring the innovative use of digital platforms, the research highlights the need to foster innovation and ensure sustainable growth as part of a pivotal strategy for these artists. The findings emphasize the complexities and challenges presented by digital platforms, particularly in terms of diverse groups and the potential disparity between artistic and commercial pressures. Drawing from global DIY music scenes, the study underlines the importance of expanding income sources, fostering community-driven growth, and prioritizing genuine artist-fan interactions. The results offer invaluable insights for independent musicians, industry stakeholders, and digital platform developers, emphasizing the interrelationship between artistry, identity, and sustainability in the digital domain.

Journal Article Type Article
Acceptance Date Apr 13, 2024
Online Publication Date May 5, 2024
Deposit Date May 6, 2024
Publicly Available Date May 6, 2024
Electronic ISSN 2753-8702
Publisher SAGE Publications
Peer Reviewed Peer Reviewed
Keywords Digital transformation, DIY artists, artist integrity, economic sustainability, direct-to-fan engagement, music industry
This output contributes to the following UN Sustainable Development Goals:

SDG 3 - Good Health and Well-Being

Ensure healthy lives and promote well-being for all at all ages

SDG 5 - Gender Equality

Achieve gender equality and empower all women and girls

SDG 8 - Decent Work and Economic Growth

Promote sustained, inclusive and sustainable economic growth, full and productive employment and decent work for all

SDG 9 - Industry, Innovation and Infrastructure

Build resilient infrastructure, promote inclusive and sustainable industrialisation and foster innovation

SDG 10 - Reduced Inequalities

Reduce inequality within and among countries

SDG 11 - Sustainable Cities and Communities

Make cities and human settlements inclusive, safe, resilient and sustainable


Digital Transformation And The DIY Artist: Balancing Artistic Integrity And Economic Sustainability In The Digital Domain (Accepted Version) (283 Kb)

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