| Abstrakt: |
A musician develops digital identity within the digital ecosystem across various music platforms, generating unique music content and engaging in communication with the audience. In this process, the musician plays the role of a co-creator of the digital ecosystem, becoming established as an artist, communicating with the audience, and distributing music. The digital ecosystem undergoes significant structural changes due to the continuous development of new digital communication tools for creative music production, promotion, and distribution, placing independent musician in the demanding position of mastering multidisciplinary skills that go beyond music production, including understanding of information and communication technology and the importance of public relations in the digital environment. The aim of this research is to explore the challenges that independent musicians face in developing their digital identity in relation to their understanding of information and communication technology and the management of public relations within the digital ecosystem. The research applies a qualitative methodology through autoethnography research based on personal experiences of developing digital identity of an independent musician entrepreneur through the process of releasing a digital album during the 2021-2023 period. Six key information and communication challenges that musician encounters in developing digital identity are identified, and corresponding public relations activities are proposed. Considering that the current research is insufficiently dedicated to the challenges faced by independent musicians who enthusiastically work on their music careers in the digital environment, this study contributes to the development of musician's digital identity as a co-creator of the digital ecosystem as well as to further research in the field of media and communication. [ABSTRACT FROM AUTHOR] |
