Digital transformation and the DIY artist: Balancing artistic integrity and economic sustainability in the digital domain

Abstract

This study investigates the evolving role of do-it-yourself (DIY) artists in the context of digital transformation, analyzing the delicate balance between maintaining artistic integrity and achieving economic sustainability in the contemporary music industry. By exploring the innovative use of digital platforms, the research highlights the need to foster innovation and ensure sustainable growth as part of a pivotal strategy for these artists. The findings emphasize the complexities and challenges presented by digital platforms, particularly in terms of diverse groups and the potential disparity between artistic and commercial pressures. Drawing from global DIY music scenes, the study underlines the importance of expanding income sources, fostering community-driven growth, and prioritizing genuine artist–fan interactions. The results offer invaluable insights for independent musicians, industry stakeholders, and digital platform developers, emphasizing the interrelationship between artistry, identity, and sustainability in the digital domain.