MARKETING MODEL DEVELOPMENT FOR INDEPENDENT JAZZ ARTISTS IN BANGKOK: A CASE STUDY OF SRI BAND
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This research aims to: (1) examine current marketing practices of independent jazz artists in Bangkok through the case of Sri Band, (2) identify systemic challenges and barriers facing independent artists, (3) analyze audience behavior and preferences, and (4) develop a sustainable marketing model that balances artistic integrity with business viability. This qualitative case study employed in-depth interviews with 17 participants, including 13 audience members, 3 Sri Band members, and 1 artist relations manager, enabling data triangulation across stakeholder perspectives. Thematic analysis was employed to analyze the data. The research results found that: (1) Three key challenge themes emerged: resource constraints (limited budgets and time), awareness and access barriers (difficulty reaching target audiences), and systemic market constraints (venue limitations and industry infrastructure gaps); (2) Three consumer behavior patterns were identified: network-driven discovery (learning about artists through personal connections), support-driven consumption (attending shows to support artists personally), and live experience as core value (prioritizing authentic performance over recorded music); (3) Analysis across the 7Ps marketing mix revealed that independent jazz artists prioritize authentic artistic expression (Product) and community-based engagement while facing limitations in professional service delivery (Process), comprehensive physical and digital presence (Physical Evidence), and dedicated marketing personnel (People).
These findings reveal Bangkok-specific constraints including the necessity for artists to maintain parallel professional careers due to insufficient income from music alone, reliance on interpersonal networks rather than institutional support systems, and the absence of dedicated jazz infrastructure that characterizes Western markets. A three-component sustainable marketing model is proposed: artistic identity as foundation (maintaining authentic creative expression), business viability through community (building loyal supporter networks rather than pursuing mass appeal), and career growth through optimization (strategic resource allocation and platform leverage). This research contributes to jazz music marketing literature in Southeast Asian contexts and provides practical guidelines for independent artists balancing artistic integrity with business sustainability in resource-constrained, niche market environments.
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