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Leveraging Technology to Bridge the Gap between Independent Artists and Reaching the Right Consumer

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  • Arthur Price

Abstract

The South African independent artists have struggled to reach the right consumer and optimally utilise digital distribution through social media. This is in large due to the segmented nature of the South African consumer. A case study analysis of Rymklets Republiek was performed. They are a niche market digital distributor with a key focus on Afrikaans hip hop and independent artists. The relationship between the digital distributor, independent artist and website visitors is analysed, because it is believed that a digital distributor with a niche market focus offers greater benefit to the independent artist. This study aims to improve the understanding of the benefits that niche market digital distributors can provide independent artists with from their activities and in turn provide growth for the artists brand and popularity by being associated with it. Segmentation between cultural and the target market’s income bracket will provide the independent artist clear insight into understanding how to reach the right consumer and use this information to create a sustainable revenue source through sale of their music. It is argued that for South African independent artists, the concept of ‘going viral’ is detrimental to their earning potential. It is recommended that through the establishment of enterprise models (brands) designed to attract the right consumer leveraging existing technologies, their earning potential would increase.

Suggested Citation

  • Arthur Price, 2016. "Leveraging Technology to Bridge the Gap between Independent Artists and Reaching the Right Consumer," Journal of Entrepreneurship and Innovation in Emerging Economies, Entrepreneurship Development Institute of India, vol. 2(2), pages 136-160, July.
    • Handle: RePEc:sae:jouent:v:2:y:2016:i:2:p:136-160
    DOI: 10.1177/2393957516646499
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    References listed on IDEAS

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