BREAKING THE SOUND BARRIER
Isaac Osbon’s Portfolio
Final Project Summary
For my final project at university, I explored the current climate and challenges facing small businesses in the music industry. I chose Slanky, a UK-based music and culture collective, as the focus of my methodological research, as it operates as a multifaceted small business within the music and creative culture sectors.
I conducted in-depth research into my chosen topic and used the academic literature, along with other relevant resources, to inform the development of an interview that was undertaken with Slanky. Drawing from qualitative methods such as a semi-structured interview, content analysis and netnography, I examined how a small business such as Slanky operates and navigates through challenges in the music industry.
Through my research of academic literature and other resources, I identified both potential opportunities and challenges for small businesses in the music industry. The benefits were largely linked to technology, with findings indicative that social media can be a powerful tool for maximising engagement and building a brand when used effectively. However, challenges included the oversaturation of marketing on social media, increasing consumer advertisement fatigue, the closure of small music venues, and a decline in nightlife participation among Generation Z (Gen Z)—attributed in part to financial pressures such as the cost of living crisis.
During the interview, the Slanky founder acknowledged most of the positives and challenges that I had found relating to small businesses in the music industry. Solutions to most challenges were expressed as well. For example, Slanky's response to the challenge of Gen Z adults not utilising nightlife as a result of financial problems is that at Slanky music events, tickets are either free or £5, which encourages consumers to attend. The overwhelming opinion from the Slanky founder was that even three years in, the primary task is brand image, engagement and brand authenticity, thinking about the long-term relationship with consumers, “putting passion over profit”.
Although there are significant challenges for small businesses in the music industry, most can be worked around. However, typically focusing primarily on the brand image and consumer engagement, like the example previously mentioned, can have negative outcomes for small businesses, as the Slanky founder expressed that he is working full-time hours but isn’t getting full-time wages.
About me
My name is Isaac Osbon. I am graduating in the coming months from the University of Brighton. My time at university has been a welcoming and warm venture, meeting like-minded creatives and other passionate students.
I have taken great pleasure in being a student of the Music Business and Media course. Throughout my time on the course, I have learnt new skills that have greatly benefited me when working in the music industry. From learning how to work as a productive team, creating a business plan and pitching it in the first year of university, to learning how to conduct research methods such as surveys and interviews in the second and third years.
As a result of the second year placement module, I have continued to work in the music industry throughout my university course. Doing so has equipped me with industry skills such as how to build a music culture brand. Additionally, it has helped me grow my interpersonal skills further for networking and collaboration.
The university has also enabled me to feel confident in a leadership role within a business setting by introducing various concepts and strategies, such as the two types of organisational structures.
Furthermore, the module ‘Music Innovation: Design and Development’ has prepared me for the ever-evolving music industry by introducing me to multitudes of innovative concepts, such as remixology and virtual reality concerts.
Most importantly, my journey through university—while simultaneously working in the music industry—has helped me clarify my career goal of pursuing a path in music marketing and promotion.