Music is termed as an art that is a kind of cultural activity which basically provides a source of sound and silence. It attracts the overall attention of listener who is listening the audio. In music, presence of some common elements is highly necessary which includes pitch, rhythm and dynamics. It involves different types of melody and genres which are generally based on the set of elements as stated by Negus (2011). Similar to this, the report will provide information about the roles and functions of digital tools which are used in music industry. In addition, it will determine about several platforms and numbers of networks designed to promote independent artist by using sources of self-promotion, commerce and intellectual property ownership. In the scenario, promotional activity has to be defined in context of DIY which is an independent artist launching its new music album in the music world. The effective medium of promoting music is by increasing its overall trending and interest among the listeners as well as music lovers. This can be only possible when an effective set of action plan is defined for the promotion and marketing of music album.
Music has various types of genres and styles which can be used by the artist to make a good set of sounds and audio. It is ascertained that music can be instrumental, vocal or both, but it will have a particular genre on the basis of which overall music is prepared by the artist. The styles that are determined under the aspects of music are pop, rock and electronic (dance music). It has been explained by Wikström (2013) that an artist needs to assess the best type of music genre to be used in order to create a goof form of audio or a set of sound. It is essential for DIY artist, who is a rising composer of new kind of music and creates wide range of music based on genres like pop, rock and electronic dance. He is likely to promote its music in its targeted market and wants to increase overall market value. In that respect, they need to assess the list of all the methods which are advantageous to the artist in attracting high level of customers and followers towards its offered music.
According to Hracs (2012), it is assessed that every new element or any new creativity needs the help of promotion and their methods for attracting a large form of public attention in order to increase the demands and supply. This is highly beneficial for attaining better sales and profitability to the individual or an organisation. Similar to this, DIY artist needs to address the most appropriate medium of promoting its music in the target market. For this, artist needs to create a marketing team who is efficient in promoting its album and set of music among the potential listeners. They are highly responsible to carry out the best way of allocating their specific buyers who are capable enough and have high level of interest in the type of music offered by the artist. The team needs to analysis the market condition and all the areas which are related with the music industry in order to determine the forces that are opposing and supporting the direction of promotion. Moreover, there are several ways that are assisting the flow of direction of promotional and marketing processes as well as methods.
It is evidenced by Rogers (2013), that promotional techniques include various types of activities that are extremely useful for music industry and their artists in encouraging their songs and tracks in the targeted market. Similar to this, methods that are useful for DIY and their promotional team for supporting their issued music in the market are spinnup, bandcamp, ditto music, label services and CD baby. All of them have very effective set of promotional techniques which are generally used by the music industry to increase their market share and overall awareness at worldwide. Further, it has been evaluated that marketing team of DIY artist should adopt all the methods of promotion to mark a great level of presence. On contrary Hull, Hutchison and Strasser (2011), depicted that viewers, users and listeners of videos and music files are generally attracted on the artist who is highly popular in the market. In that case, DIY needs to raise its popularity for achieving greater attention from all the music followers. Youtube is one of the most used social websites for uploading, streaming and viewing the videos as well as music albums which gets high attention from the viewers when number of views and trending percentage increase at a high rate.
In that context, Tschmuck (2012 stated that techniques like Ditto music and CD baby are termed as the online music stores which are working as distribution companies and are specialized in promoting the music of artists as well as musicians to the potential customers by selling online CD's, offering music downloads and vinyl recording at various music stores like iTunes, Amazon, VEVO, Spotify, Google Play, Beatport and eMusic. In addition to this, methods like Spinnup and bancamp are determined as the best form of promotional activities that provides a big platform to all the new and existing artist for boosting up the sales of their music. These provide a micro-site or a base where all the independent artists can upload and share their music with the other users. However, it is highly supportive for all the unsigned artists and new musicians who can easily distribute their tracks worldwide through online servers and retailers like Tidal, Rhapsody and many more.
On the other hand, information provided by Percival (2011) has witnessed that thousands of artists are likely to attain high number of public attention for which they need to develop a strong public relation by featuring all their composed music tracks at online server and any other medium. In that respect, marketing team of DIY artist needs to determine various ways to develop an effective and healthy relations with the public. For this, the team has to build up a better image of artist in the mind of audiences and followers. It is necessary to maintain a continuous relation with the overall population at a worldwide level. Moreover, the team can use the ways of linking their relation with all the potential buyers and listeners like organising event, live concerts, conferences, etc. There are the best set of tools that are effective in developing and maintaining public relations to a larger extent. It is mostly beneficial for introducing a new artist or launching a new mu