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PROJECT PROPOSAL
The culture of individualism amongst artists in the music industry.
Rationale
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I will research current chart-topping artists and analyse their success based on whether they are a solo act or a group/band. I will try to determine whether it is possible to write, record and release a body of work "on your own" or whether solo artists need the help of other people along the way (session musicians, engineers, marketing, distribution etc.). I find this topic relevant because, as a soon to be graduate, I have two potential artistic pathways to choose from: I could either continue being in my band or go solo.
I am going to gather material from sources considered influential in the music industry. I also plan to conduct research on the public's expectations by interviewing a group of my peers and lecturers and analysing the popular music market.
Alongside my research, I plan on creating an EP of up to four songs as a solo artist. I will look into releasing it commercially. I will use my research to evaluate if my final project would potentially be commercially desirable and what makes it that. I aim to gain a deep enough understanding of the 21st-century music industry to answer the question of "Is being a solo artist more desirable by the market?".
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Project proposal: Welcome
CONTENTS
Description
1. Rationale
2. Contents
3. List of Tables and Figures
4. Aims and Objectives
5. Methodology
6. Literature survey
7. Scope and constraints
8. Impact
9. Resources
10.Timetable
11. Reference list / Bibliography
12. Appendices
Project proposal: Text
LIST OF TABLES AND FIGURES
N/A
Project proposal: Text
AIMS:
I aim to conduct cohesive research of the 21st-century popular music market regarding its wants and needs. Analyse the success factors for a group and a solo act, considering the audiences and their expectations. Investigate the process of a solo project release.
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OBJECTIVES
Gather research through conducting interviews with my peers
Investigate the music market through researching articles and books
Create and release a solo EP
Analyse a selected solo artist and a group and compare their success
Project proposal: Text
METHODOLOGY
My research is going to be a combination of qualitative and quantitative data. I will conduct secondary research of music charts, magazines and books to determine the industry's desired artist profile. Moreover, I will interview music students and lecturers from the University of East London, as both artists and consumers, about their opinion on releasing solo vs in a band. As a part of practical research, I will attempt to create an EP as a solo artist whilst being in control of every aspect of the process to prove that it is possible to create a project without help.
Project proposal: Text
LITERATURE SURVEY
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Adler P, 2012, "One For All, or All For One? Solo Artistry Versus the Band in the Age of Social Media"
Available: https://www.musicthinktank.com/blog/one-for-all-or-all-for-one-solo-artistry-versus-the-band-in.html
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Catalano M, 2013, "Where Have All The Rock Stars Gone?" Forbes
Available: https://www.forbes.com/sites/michelecatalano/2013/02/28/where-have-all-the-rock-stars-gone/
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Dugelay R, 2020, "Individualism as a fuel for the artists collective"
Available: https://jazzconnective.eu/articles/17/individualism-as-a-fuel-for-the-artists-collective/
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International Association of Music Business Research, 2013, "What Constitutes Artist Success in the Australian Music Industries?" Available: https://opus.lib.uts.edu.au/handle/10453/117738
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Lynskey D, 2021, "Why bands are disappearing: 'Young people aren’t excited by them'." The Guardian
Available: https://www.theguardian.com/music/2021/mar/18/why-bands-are-disappearing-young-people-arent-excited-by-them
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Russell E, 2020, "Bands aren't dead, they just look a little different" Paper Magazine
Available: "https://www.papermag.com/adam-levine-bands-are-dead-2650978675.html?rebelltitem=10#rebelltitem10
Sherwin A, 2016, "Solo stars ending era of the band, sales figures show" Independent
Available: https://www.independent.co.uk/arts-entertainment/music/news/solo-stars-ending-era-of-the-band-sales-figures-show-a6877436.html
Project proposal: Text
SCOPE AND CONSTRAINTS
My project will be based on the 21st century US and the UK mainstream music markets, amplifying highly consumed genres such as pop, hip-hop, RnB and electronica. I am going to conduct an in-depth comparison between one selected band and one solo artist only. This topic has barely any academic research coverage, so I plan on extending my research by conducting interviews. They will be limited to lecturers and students from The University of East London. I will attempt to write, record, produce and release an EP. I am aware the creation of my EP may be disturbed, considering the limited resources at the university and time frame. If that happens, I will release a series of singles, alongside my written work.
Project proposal: Text
IMPACT
The impact of my work is a starting point for an exploration of the music industry. I believe a deep dive into the culture of individualism can serve people entering any art-related industry. Not only will I research the possibilities for solo performers/bands, but I will also put it into practice by creating a body of work on my own. My paper can serve as a conversation opener since there is barely any academic research coverage about the topic.
Project proposal: Text
RESOURCES
The resources required for this project are a recording studio with the newest version of Ableton and Logic Pro, a condenser microphone, midi keyboard, electric guitar and vintage synthesisers. All of the above should be available at the university. However, if there are any technical difficulties, I will need to hire a private studio. My research will be based on articles from music-related newspapers, magazines and books available in the university's library. I will provide a dictaphone to record the interviews.
Project proposal: Text
TIMETABLE
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TERM 1
Week 1-2 Coming up with the title for the final paper
Week 3 Beginning my research
Week 4 Preparing the rationale, consulting with the module leader
Week 5 Working on the aims and objectives
Week 6-7 Writing and recording demos for the EP
Week 8 Conducting literature survey and bibliography
Week 9 Conducting secondary research, writing methodology, scope and constraints, setting up the resources
Week 10 Writing about impact, creating a timetable
Week 11 Consulting with the module leader, finalising the project proposal draft
Week 12 Submitting Project Proposal
WINTER BREAK
Week 13-15 Recording and writing for the EP
TERM 2
Week 1-2 Conducting interviews and in-depth research
Week 3-4 Writing the final paper, researching for the EP rollout
Week 5 Submitting written work for the tutor's review
Week 6 Recording, writing the Final Project, preparing the EP rollout
Week 7-8 Starting the EP rollout, studio and research sessions, recording and writing
Week 9-10 Having tutorials about my written work, final recording sessions for the EP
EASTER BREAK
Week 11 Mixing and mastering the tracks, working on my writing
Week 12 Finalising the tracks for the EP, taking care of marketing for the rollout
Week 13 Finishing the written work
Week 14 "EMBRACE" EP and Final Project Submission
Project proposal: Text
REFERENCE LIST / BIBLIOGRAPHY
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Adler P, 2012, "One For All, or All For One? Solo Artistry Versus the Band in the Age of Social Media"
Available: https://www.musicthinktank.com/blog/one-for-all-or-all-for-one-solo-artistry-versus-the-band-in.html
Davis S, Laing D, 2006, "The Guerilla Guide to the Music Business" (Second edition) Bloomsbury Publishing
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Dugelay R, 2020, "Individualism as a fuel for the artists collective"
Available: https://jazzconnective.eu/articles/17/individualism-as-a-fuel-for-the-artists-collective/
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Lynskey D, 2021, "Why bands are disappearing: 'Young people aren’t excited by them'." The Guardian
Available: https://www.theguardian.com/music/2021/mar/18/why-bands-are-disappearing-young-people-arent-excited-by-them
Russell E, 2020, "Bands aren't dead, they just look a little different" Paper Magazine
Available: "https://www.papermag.com/adam-levine-bands-are-dead-2650978675.html?rebelltitem=10#rebelltitem10
Project proposal: Text
APPENDICES
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Interview questions:
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Do you consider yourself extraverted o introverted?
Are/were you a solo artist or in a band/collective/group?
What do you enjoy most about being a solo artist/in a band?
What do you find challenging about being a solo artist/in a band?
Do you imagine your professional future solo or in a group? On stage or behind the curtain?
Have you performed solo/in a group? What do you/ would you prefer?
Have you released any music yet? What does/what do you think your process look/will look like? (from an idea to a release)
Can you give me an example of an artist campaign/promotion/release that made an impression on you?
What in particular did you enjoy about it?
Who do you listen to more: solo artists or groups?
What three qualities does a musician need to succeed? (in your opinion)
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Do you think individualism is key in the music industry? Why?
Project proposal: Text
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