Audience for the Intervention
The target audience for this intervention would primarily be Portland-based independent musicians who rely on live performances as a key source of income. Specifically, these musicians may have fewer than a certain threshold of monthly listeners on streaming platforms (fewer than 5,000 listeners, for example) and face challenges promoting their shows and merchandise due to a lack of centralized visibility. The platform could benefit local venues by offering them a space to promote upcoming events, and local listeners who want to support and discover new talent in Portland’s music scene but struggle to find accurate information about live performances. By centralizing this information, the intervention aims to facilitate greater connections between musicians, venues, and listeners in the local scene.
The geographical scope of the intervention will be Portland and its surrounding neighborhoods, with a focus on independent musicians from areas like North, Northeast, and Southeast Portland, where many local artists reside and perform. The demographic focus will target musicians working in genres that are deeply tied to Portland’s local music identity—such as indie rock, folk, experimental music, punk, hardcore, and more—genres that often struggle with gaining mainstream visibility but maintain strong local followings.
Several logistical challenges may arise in engaging artists who might benefit from the platform. One key challenge is that many musicians, especially those with small social media followings, may lack the budget or expertise to create professional marketing materials, such as promotional videos or ads, to draw attention to their profiles. These artists may not have access to marketing teams, meaning they rely heavily on word-of-mouth and informal promotion.
Another challenge is that artists with limited technical expertise may find it difficult to adopt new platforms. Therefore, the platform will need to offer user-friendly tools and resources to guide musicians in promoting their music and upcoming shows effectively. There is also the logistical issue of ensuring that artists across all genres and neighborhoods feel represented, and the platform may need targeted outreach efforts to engage artists from underserved areas.
The literature further highlights that local music economies were already vulnerable before COVID-19. Bennett emphasized the decline of traditional media revenues and the increasing reliance on live performances, making the pandemic's disruption even more severe. Many artists were plunged into economic chaos without a stable income model that could withstand external shocks like COVID-19.
Thus, the problem of rebuilding artist revenues post-pandemic is not only about recovering lost income but also about addressing the structural vulnerabilities in the music economy, providing alternative revenue streams, and supporting long-term resilience in the local music scene.
A major contributing factor to the increased reliance on live shows as a primary source of income, specifically for local music scenes, is the lack of a centralized hub for scene-wide information. A website in which artists' music and merchandise could be advertised, alongside upcoming show dates, could be a beneficial effort towards centralizing the music scene in Portland. The beauty of a live show is that artists are able to sell CDs, records, and merchandise directly to the audience before and after their sets. However, if people are unable to locate these shows, growth and income become nearly impossible. The goal of this platform will be to provide local artists with a collaborative online space outside of social media that can be used to promote their music and brand. This hopefully will allow artists to get their name in circulation without having to go viral on social media.
