Title: Exploring the Role Of Artistic Identity And Technological Innovation In Shaping Independent Music Careers
Authors: Efurhievwe, Margaret Akpevweoghene, Ubebor, Ifeanyi
Volume: 9
Issue: 9
Pages: 161-166
Publication Date: 2025/09/28
Abstract:
This study investigates the intersection of artistic identity and technological innovation in the development of independent music careers. In the evolving global music ecosystem, these dual forces are shaping how artists define themselves, produce content, and distribute their work. Drawing from contemporary theoretical frameworks including identity theory, technological mediation, and creative entrepreneurship, the paper explores how independent musicians leverage digital tools and platforms to construct unique artistic personas, navigate new economies, and access transnational audiences. The findings highlight that identity is no longer static or solely cultural-it is co-produced through digital technologies, audience interactions, and entrepreneurial practices. Through qualitative insights, case studies, and industry analyses, this article underscores that independent music careers are increasingly shaped by the artist's ability to fuse self-expression with tech-enabled innovation. It concludes with policy, educational, and infrastructural recommendations to further enable sustainable creative careers in Africa and beyond.