Showing Off as Selling Out: Online (Self-)Promotional Strategies of Grassroots Electronic Dance Musicians

Abstract

Increasing promotional imperatives have altered the balance between art and commerce, affecting the degree of musicians’ autonomy and control over their musical activities. To understand how promotional pressures affect independent grassroots musicians’ practices, this paper draws from the selling out debate and analyzes the pros and cons of online self-promotion. It argues that grassroots musicians rely on online platforms for promotion, but must do so according to conventions and expectations for self-promotion specific to the music worlds they operate in. Musicians who fail to do so risk being labeled show-offs, a criticism that carries negative connotations similar to accusations of selling out.

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