Document Types
Arts and Design Research Presentation
School Name
De La Salle University Laguna
Track or Strand
Arts and Design Track (ADT)
Research Advisor (Last Name, First Name, Middle Initial)
Olo, Marial Grace
Start Date
23-6-2025 1:30 PM
End Date
23-6-2025 4:30 PM
Zoom Link/ Room Assignment
Onsite Venue: LC2 Auditorium & Lobby Zoom Details (for Manila Students) https://zoom.us/j/91949036879?pwd=fqWdgSUvIC2o1a5roNIPkyvIrjo7Fx.1 Meeting ID: 919 4903 6879 Passcode: 343716
Abstract/Executive Summary
Music promotion is often overlooked by aspiring musicians despite its importance in building an audience and creating an identity. This is especially true for independent musicians, who must either consult with promoters or create promotional materials themselves. The COVID-19 pandemic affected many sectors of the music industry and has marked a greater shift in promotion methods, encouraging a more digital approach to promotion. The study aims to look into the methods that independent musicians in Sta. Rosa use to promote their music after the pandemic. This also includes exploring the effects of the pandemic on these methods and the differences between common promotion methods and those used by independent musicians in Sta. Rosa. Preliminary qualitative data has been compiled through research about different music promotion methods used globally and the way that these methods were affected by the pandemic. Interviews were then conducted to collect data regarding the promotion methods of independent musicians in Sta. Rosa. The data collected was analyzed in order to highlight issues and techniques that are specific to Sta. Rosa after the pandemic. A three-song EP with accompanying promotional materials such as visualizers will then be released, applying the principles and methods used by local musicians. The effectiveness of the promotional materials will be evaluated through surveys created with Google Forms. The study has found that Sta. Rosa has faced a lack of accessibility to digital platforms due to inexperience in the use of these platforms or insufficient materials to create promotional material. Despite this, local musicians have begun to focus on online promotion through platforms such as Instagram Reels and Tiktok as a result of the quarantine giving them time to explore the use of these platforms. Local musicians typically use materials such as live performance videos and visualizers with lyrics in short-form video posts to promote their music in addition to publication materials such as posters and album artwork. The original EP is set for release within the next 2 months, and the evaluation of the published materials will be conducted through surveys released to consumers after the release of the EP. The information gained from this study may be used by aspiring musicians as a guide to learning about different ways to promote their music and establish an identity as an artist. The data may also be used in future studies to further explore the way that the pandemic has affected musicians in developing locations.
Keywords
music promotion; independent musicians; digitalization in developing locations; COVID-19 pandemic effects on musicians
Research Theme (for Paper Presentation and Poster Presentation submissions only)
Living Culture and Contemporary Societies (LCS)
Art Category Code (for Arts and Design Research Presentation submissions only)
Music and Sonic Aart (MUS)
Art Sub-category Code
Original Composition
Initial Consent for Publication
yes
Statement of Originality
yes
LOOPS: The Effects of the COVID-19 Pandemic on Musicians’ Promotional Strategies in Sta. Rosa City, Laguna
Music promotion is often overlooked by aspiring musicians despite its importance in building an audience and creating an identity. This is especially true for independent musicians, who must either consult with promoters or create promotional materials themselves. The COVID-19 pandemic affected many sectors of the music industry and has marked a greater shift in promotion methods, encouraging a more digital approach to promotion. The study aims to look into the methods that independent musicians in Sta. Rosa use to promote their music after the pandemic. This also includes exploring the effects of the pandemic on these methods and the differences between common promotion methods and those used by independent musicians in Sta. Rosa. Preliminary qualitative data has been compiled through research about different music promotion methods used globally and the way that these methods were affected by the pandemic. Interviews were then conducted to collect data regarding the promotion methods of independent musicians in Sta. Rosa. The data collected was analyzed in order to highlight issues and techniques that are specific to Sta. Rosa after the pandemic. A three-song EP with accompanying promotional materials such as visualizers will then be released, applying the principles and methods used by local musicians. The effectiveness of the promotional materials will be evaluated through surveys created with Google Forms. The study has found that Sta. Rosa has faced a lack of accessibility to digital platforms due to inexperience in the use of these platforms or insufficient materials to create promotional material. Despite this, local musicians have begun to focus on online promotion through platforms such as Instagram Reels and Tiktok as a result of the quarantine giving them time to explore the use of these platforms. Local musicians typically use materials such as live performance videos and visualizers with lyrics in short-form video posts to promote their music in addition to publication materials such as posters and album artwork. The original EP is set for release within the next 2 months, and the evaluation of the published materials will be conducted through surveys released to consumers after the release of the EP. The information gained from this study may be used by aspiring musicians as a guide to learning about different ways to promote their music and establish an identity as an artist. The data may also be used in future studies to further explore the way that the pandemic has affected musicians in developing locations.
https://animorepository.dlsu.edu.ph/conf_shsrescon/2025/arts_mus/1
