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RESEARCH PRODUCT

The European Hard Rock and Heavy Metal live music market A closer look at the development of emerging bands through live performing

subject

description

Masteroppgave Music management- Universitetet i Agder, 2015 The present study is set out to provide a better understanding of the current situation regarding career development in terms of live performing for emerging Hard Rock / Heavy Metal (HR/HM) bands in Europe, and to find out how these bands have been impacted by changes in the live-music economy. Previous research conducted concerning the live music industry mostly consists of overall figures and general turnover over years. Such research is segmented only by country, and mainly focused on the United States, United Kingdom or Europe as a whole. It also focuses on the economies of the so-called “Super Stars”. This particular study pretends to provide a different perspective of the live music market in Europe by focusing on the economies and artistic development of emerging bands within a niche music genre. The project has a qualitative approach and will be based on the testimonies from several interviews. The interviewed subjects were HR/HM live music industry-men and women, established bands, and medium sized and emerging bands; which are currently building their careers by live-performing in Europe. This study will analyze specific cases based on experiences and ongoing “live oriented” strategies, and it will draw conclusions about how these bands are approaching the current industry. There are several important findings in this research, which will be stated as follows: Medium sized and emerging bands don’t necessarily have to tour more today, in comparison to past decades, to meet their financial expectations; but they have to tour and perform live with a more strategic approach. The access to the market for these bands has been increasingly limited year after year, since the collapse of the recorded music industry at the beginning of the century. The amount of festivals across Europe is having a negative impact in the expected audience for tours and club shows. The chances of becoming a fully professional band within the HR/HM European market, in the present time, are extremely low.