Research On China's Independent Music Network Communication And Business Model

Recently,the development of Indie music in mainland China is in the ascendant.Indie music is no longer a niche thing which people used to deem for“underground communication” and “self-entertainment”.The extensive attention rsults from the development of Internet technology.As indie musicians grow,indie music live-house performances and outdoor music festivals flourish.The indie music industry,which does not cater to the market and without large capital support,has gradually developed a more mature business model.This article mainly studies indie music.With in-depth interviews,questionnaire surveys,and literature studies,the auther try to discuss in depth the online spread model and business model of indie music in mainland China.The business model innovation is closely related to its dissemination on the Internet.The development of network technology is not only the basis for reshaping the value of indie music,but also triggers changes in the market.It also boosts innovative methods of value transmission.The new value transmission method helps companies,customers,suppliers,and complementary parties to share resources and form complementary music value networks.The value network constructs the value exchange system,and the value creation as well as delivery process is a complicated dynamic transaction process between value network partners.Value Net has broadened the profit models of indie music,and ultimately enables indie music to achieve a win-win business model.In the past,research on independent music focused on the origin of indie music,the definition,and the current status of market.Rarely was the discussion about dissemination through the Internet,not to mention the research of business model innovation in the network background.In view of this,the unique research perspective of this article has the dual meaning of academic innovation and commercial practice.The interviewees of this study included the independent musicians ?livehouse managers,as well as eight audiences.In this study,two surveys were conducted for the audience of indie group Hao Meimei and general independent music audiences.Through the communication with the interviewees,the author has a clearer understanding of indie music,the current status of the market,the mode of online diffusion of indie music,and the business model.