Social and Behavioral Sciences Commons^™

Local Musicians Building Global Audiences, Carey Sargent

Carey L Sargent

This paper builds upon existing work regarding the social contexts of interactive on-line content creation. Through an ethnographic examination of local-level music production and distribution in two American college towns, I demonstrate how musicians cultivate audiences through social capital that is exchanged both on-line and off-line. Active social networking is crucial to their music distribution and promotion. Through digital file sharing and social networking sites, musicians mobilize bonded social capital around their image and music. However, they have difficulty bridging the networks they cultivate with a broader audience, despite their desire to do so. This paper concludes with a sketch …