BEGINNER BAND EXPERIENCES USING SPOTIFY STREAMING SERVICES AS A BUSINESS EXPANSION MEDIA: INTERPRETIVE PHENOMENON ANALYSIS

Abstract

ABSTRACT This research investigates the experiences of beginner bands using Spotify as their primary platform for music distribution and business growth. By employing interpretive phenomenological analysis (IPA), the study explores how these emerging artists perceive Spotify’s promotional tools, such as playlists, algorithmic recommendations, and Spotify for Artists' analytics. It identifies key themes, including audience mapping, accessibility, and marketing strategies, while also highlighting the challenges beginner bands face, such as intense competition, financial limitations, and a lack of transparency in platform algorithms. The findings reveal that while Spotify offers powerful tools for audience expansion, success requires resourcefulness, strategic engagement, and consistent efforts. The study concludes with recommendations for industry stakeholders to enhance support for emerging artists through initiatives like transparent playlist placement, equitable algorithmic exposure, and financial assistance, fostering a more inclusive digital music ecosystem. Furthermore, this research emphasizes the nuanced ways beginner bands use Spotify's tools to navigate the complex digital music landscape. By leveraging analytics, these artists can engage in informed audience mapping and strategic marketing. However, they also encounter significant hurdles, such as limited financial resources and opaque platform mechanisms, which underscore the need for equitable policies and educational resources. These findings contribute to a broader understanding of how digital platforms like Spotify influence the trajectories of emerging artists in the modern music industry