臺灣博碩士論文加值系統

音樂產業目前正處於後唱片時代，隨著各種媒介與機器工具的多元與平易化，現在正是成為一個獨立樂團的大好時機。各種開放式的平台與工具讓樂團可跳脫傳統管道執行音樂創作、行銷、與作品發佈。根據「長尾理論」，音樂市場已經跳脫以往熱門主打歌的型態，透過網路平台，只要通路夠大，非主流的、需求量小的商品的「總銷量」也能夠和主流的、需求量大的商品銷量抗衡。此研究將提出行銷建議供台灣獨立樂團槍擊潑辣參考如何在沒有與主流唱片公司簽約之經營樂團與自我行銷。透過國際與本土樂團的案例研究分析開放式音樂商業模式與另類的創新行銷手法提出不同的跳過唱片公司操作手法的行銷案例。 本研究的核心為開放式音樂商業模式，並著重討論此商業模式所包含的兩大元素:
與觀眾連結(CwF) x 購買理由 (RtB) = 開放式音樂商業模式($$$$)

The music industry is currently in the Post-CD era, and there has never been a better time to be in an indie band. With the increase in possibilities with media and machine, it has made music much easier to make, promote and distribute outside traditional channels. As the music industry shifts from banking on mega hits, the Long Tail theory provides explanations to why bigger profits could be garnered from smaller sales. This paper intends to provide ways to utilize accessible media to help an independent band to cut out the conventional record company and accomplish its goals in music without being signed to a commercial label and the paper’s core objective is to find practical solutions for the Taiwanese indie band, Guntzepaula. Furthermore, case studies and examples of other bands are conducted to analyze how their innovative open music business model and alternative marketing approach have helped them navigate the music industry on their own. This proposal is based on the following open music business model, with its two key elements emphasized throughout this proposal:

Connect With Fans (CwF) x Reason To Buy (RtB) = The Business Model ($$$$)

Table of Content

Master Thesis Certification ii　
Acknowledgement and dedication iii
Chinese Abstract iv
English Abstract v

1. Executive Summary 1

2. Objectives: Get Noticed, Get Heard, and Win Fans 2-3
2.1 Shift from Mega Hits to the Niche Market- The Long Tail Theory 3~4
2.2 Why Cut Out the Middleman? 5~6
2.3 The Post-CD Era 6~8
2.4 Free from the Shackles of Record Companies; Case Study: Radiohead 8~12
2.5 The Open Music Business Model;
Case Studies: Nine Inch Nail, Red Hot Chili Peppers 12~23
3. Background Information and on Forming a Band 23
3.1 About the Band: Guntzepaula’s Past and Present 24
3.2 It Took the Death of a Band to Give Birth to a New One 24~26
3.3 Organizational Behaviors on How to Find Good Band Members 26~29
4. Indie Band DIY for the Developing Band 29~30
4.1 Along Came Facebook to Build a Fan (CwF) 30~31
4.2 vLogging on Youtube (CwF) 31~33
4.3 Merchandise (RtB) 33~34
4.4 Pledgemusic (CwF & RtB) 34~36
4.5 Free Local Music Platforms: StreetVoice, IndieVox (CwF & RtB) 36~37
4.6 Alternative Creative Ways to Connect with Fans (CwF & RtB) 37~38
5. Why Be a Part of the Business of Music? The Time is Right to be Indie 38~39
5.1 Scientific Prove on the Power of Music 39~41
6. Concluding Remark 41

List of Appendixes
Appendix 1: Real life example of a developing band’s financial Assessment
after signing with record label 42~44
Appendix 2: Sample questions for interviewing an indie band 45~46
Appendix 3: Guntzepaula interview transcription 47~54
Appendix 4: Facebook Insights Data (Incremental Weekly Viral Reach) 55~59
List of Charts
Chart 1: The New Market Place – The Long Tail Theory 4
Chart 2: Less Music is Purchased – And More Purchases Are Digital 7
Chart 3: More Than Half the Money from the Sale of a CD Goes to Overhead and Marketing 11
Chart 4: Guntzepaula Facebook Fan Demographics 31
List of Tables
Table 1: Radiohead “In Rainbows” Online Album Downloads Average Dollars 9
Table 2: Radiohead “In Rainbows” Online Album Downloads Paid Percentage 10
List of Illustrations
Illustration 1: Nine Inch Nail Deluxe Limited Edition Album 18
Illustration 2: Red Hot Chili Peppers Collectible Vinyl Single Releases 22
Illustration 3: Taipei Cases Living Room Concert Promotion Banner 38
List of References60~61

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