Skip to Main Content
 

Global Search Box

 
 
 
 

Files

File List


Hadiya Ray Thesis.pdf (7.36 MB)

ETD Abstract Container

Abstract Header

Exploring Effective Marketing Strategies for Independent Artists: A Case Study of Self-Promoting an Album in the Contemporary Music Industry

Ray, Hadiya
http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1745597764040841

Abstract Details

2025, Bachelor of Business Administration (BBA), Ohio University, Business Administration.
This thesis distills how three independent R&B and Neo Soul artists, along with the author’s own self promotion campaign, boost streams and revenue without label backing. Clear brand stories, coordinated cross platform promotion, and active fan engagement emerge as key levers for growth.
Darci Wagner (Advisor)
Paul Benedict (Advisor)
79 p.
Business Administration; Marketing; Music
Independent artists; music marketing; social media strategy; branding; audience engagement; streaming analytics; Relationship Marketing Theory; Social Network Theory; Self-Brand Congruity; case study; RΒ Neo-Soul

Recommended Citations

Citations

  • Ray, H. (2025). Exploring Effective Marketing Strategies for Independent Artists: A Case Study of Self-Promoting an Album in the Contemporary Music Industry [Undergraduate thesis, Ohio University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1745597764040841

    APA Style (7th edition)

  • Ray, Hadiya. Exploring Effective Marketing Strategies for Independent Artists: A Case Study of Self-Promoting an Album in the Contemporary Music Industry. 2025. Ohio University, Undergraduate thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1745597764040841.

    MLA Style (8th edition)

  • Ray, Hadiya. "Exploring Effective Marketing Strategies for Independent Artists: A Case Study of Self-Promoting an Album in the Contemporary Music Industry." Undergraduate thesis, Ohio University, 2025. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1745597764040841

    Chicago Manual of Style (17th edition)

ouhonors1745597764040841
68
© 2025, all rights reserved.
This open access ETD is published by Ohio University Honors Tutorial College and OhioLINK.
Release 3.2.12