What drives, limits and enables growth in people in the music industry outside the big cities? What is the role of social media? What is the importance of having a network when the physical arenas close down? And how can you create value in an ecosystem of different players? These are some of the questions included in the research project MECO.
MECO has looked at what is needed in order to stimulate, educate and develop the industry in a sustainable and inclusive way. The project has also been part of turning the Music Production Programme at Ingesund School of Music into a three-year programme. Now, after three years in the spotlight, the project is coming to an end.
The core of MECO has been the music industry in Värmland and Norska Innlandet. The project has looked at the conditions needed to enable musicians to be based outside of the big urban areas and still operate on the big scene. Despite the downsides of the pandemic, it has proven to be quite possible.
- Through research and a number of different events, workshops, courses, a mentoring programme for women and non-binary people, and seminars, the project has managed to generate great results, says Jenny Karlsson, Senior Lecturer in Business Administration and Project Manager of MECO. In addition, the project has provided support and generated important job opportunities in an industry that was hit hard by the pandemic.
Networks to create more opportunities
“You have made this year so much better! The lessons I have learned thanks to you will stay with me for the rest of my life”. These are the words of a participant in one of MECO’s seminars in 2021 – a tough year for the entertainment industry.
By helping the industry to establish and develop existing networks and get in touch with key people and enablers to be able to move forward, MECO has been a hub in an industry that has truly struggled during the pandemic. Thinking outside the box and analysing current and future needs has been a challenge.
- Part of the project had to be redirected due to the pandemic and within MECO we have tried to understand the needs of the industry in the context of this very challenging situation that arose in the wake of the pandemic, says Jessica Edlom, doctoral student at Karlstad University. Closed arenas and a non-existent live stage put everything on its head.
The importance of fans in social media
MECO has also studied the role of fans in music consumption and marketing and how the interaction between the artist and fans takes place, affects, and, in some cases, generates marketing and adds value to the artist’s brand. This has included analysing everything from TikTok, Facebook, Instagram and streaming services such as Spotify.
- Since there are many interesting aspects that we would like to study closer, the goal now is to create opportunities for further research, says Jenny Karlsson.
The project is a three-year Interreg project conducted in collaboration between Karlstad University, Inland Norway University of Applied Sciences and Studiefrämjandet Örebro-Värmland. The project is also funded by Region Värmland, Arvika Municipality and Innlandet Fylkeskommune.
More information about the project
The music in the video was created by composer and project participant Olivia Ahltorp, former student at Ingesund School of Music.
