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Band Geek: a study of the Toronto independent music scene

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posted on 2021-05-22, 11:08 authored by Sacchin Prashad
Digital technologies have revolutionized the music industry over the last decade and have fundamentally altered production, distribution, consumption and promotion of music. As a result, there have been fewer sales of physical recordings, less support from record companies managing musical artists and more self-promotion by musicians through social media and streaming services. My research examined how independent musicians in Toronto are handling the changed music-making scene and the challenges they face as a consequence of these changes. This paper addresses topics such as: the benefits of connecting with music audiences on social media; musicians striking licensing deals with streaming services (Spotify and Apple Music); and current strategies used to promote music online. My research findings led to my developing a new online social media page, Band Geek, that creates original documentary journalism exclusively for burgeoning local Canadian artists in the music industry.





Master of Digital Media


Digital Media

Granting Institution

Ryerson University

LAC Thesis Type


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