Dissertation
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CHAPTER 4<br />
D.I.Y. CULTURE<br />
Aspiring musicians today have utilised the hand<br />
crafted styles and new technologies to benefit<br />
themselves. These musicians have never been more<br />
equip in starting their own music career without the<br />
help from a record label. Most of the tools they can<br />
use are now free online.<br />
Designers like musicians now have the ability to<br />
use a grassroots ethos similar to that of punk rocks’<br />
do it yourself (D.I.Y.) attitude in the 1970’s. There<br />
are an array of online platforms for an individual to<br />
promote themselves and to connect to an audience.<br />
Examples of digital sharing include social media<br />
(Facebook, Instagram, Twitter) to sharing videos<br />
(Youtube, Vevo, Vimeo) and sharing record covers<br />
and music through steaming services and online<br />
music shops such as Soundcloud, Spotify, Amazon<br />
and iTunes. On the other hand, the starling reality<br />
for a signed recording artist to become a well<br />
established brand in the UK music industry, they<br />
would need a substantial investment from a record<br />
company of $50,000 to $2 million (US Dollars) and<br />
upwards. Some of these costs would include running<br />
costs and advertising and branding in the current<br />
design and music industry climate. (IPFI, 2016)<br />
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