A Study on Support Strategies for Unknown but High-Potential Artists in the Era of Music Streaming

Abstract

Music streaming has grown rapidly and is expected to play a central role in the digital music industry. However,　the sustainable development of the music industry requires support for emerging artists who remain unknown but have strong potential. In the digital era, users can directly support such artists. This study examines the potential of direct user　support through a persona-based analysis and visualizes the user experience using a customer journey map. The findings　indicate that user support behavior is not spontaneous but develops through stages of awareness, interest, usage, and　empathy. Furthermore, a questionnaire survey (N = 190) shows that when implementing direct support　functions, it is　crucial to lower barriers to participation and clearly communicate the tangible benefits users can obtain through　supporting artists.