What is Innovation?Simply put, an innovation is a lever of changewithin a larger system.Relying upon the foundations of systems theoryand actor-network theory this definition supportsthe notion that ideas never exist in a vacuum, andit is the combination of forces surrounding thoseideas that ultimately make them prosper or fail. 5
What is Technology? Technology is not a thing, or an outcome; rather it’s a “process of development.”Based upon the work of Feenberg, A. 6
Indies Vs. Majors Music labels with a small, Music labels that own their devoted fan base that are own distribution channels.not heavily focused on sales but rather are focused on the craft of music. 8
“[W]e no longer live in a world of the Mainstream and the Counterculture. We live in a world of multiple mainstreams and countless counter-, sub- and counter-sub-cultures.”Walker, R. The Brand Underground. 25
Indie is the New NormBut what does that mean for the professional musicianwho needs to make a living? 30
Indie is No longer Just about Music...Its tentacles have spread into art, fashion, the DIY/maker movement, and more 31
Bibliography• Bower, J. & Christensen, C. Disruptive Technologies. Harvard Business Review, 1995.• “Billy Corgan Rants About ‘Posers’ at SXSW.” Rolling Stone, 2012.• Feenberg, A. Critical Theory of Technology. 1991.• King, R. How Soon is Now: The Madmen and Mavericks who made Independent Music 1975-2005. Digital release, Faber and Faber, 2012.• Nash, J., 1990. As cited in Popular Music.• Oakes, K. Slanted and Enchanted. Holt Paperbacks, 2009.• Rogers, E. Diffusion of Innovations. Free Press, 2003, 5th ed.• Walker, R. “The Brand Underground.” 30 Jul. 2006, New York Times. http://www.nytimes.com/2006/07/30/magazine/30brand.html? pagewanted=2&_r=1• “What Is Indie?” Movie Trailer. http://www.youtube.com/watch? v=5rLLqdnGwqQ
Image Sources• sketch_biphop via flickr• jkgroove via flickr,• Dana Slaymaker, 1970 via Artstor• Style.MTV.com• The macinator via flickr• Pitchfork Magazine• Wildner via flickr• Toniblay via flickr• ListenMissy via flickr• Shiftingpixel.com• Youtube.com screenshot• Vogue Magazine• Jima via flickr• Declann jewel via flickr
I think in the music business you have to give up on making money…marketing is the new money in music, if you can get the right partners in the internet to work with you and use their marketing power, that is the new money. You’re not gonna make it selling a CD more than likely. -Billy CorganCorgan, B. Interview with Rolling Stone, 2012. 34
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