Artist Development in Independent Labels: A Cuca Monga Case Study

This thesis examines how independent labels contribute to the artistic and commercial development of their artists, relying on the empirical analysis of Cuca Monga, a prominent indie label in Portugal. The goal of this study is to understand how these entities utilise their flexible and unstructured internal organisation, and adapt to the contemporary music industry’s dynamics, for their artists’ benefit. It aims, therefore, to answer the research question is: "How do independent music labels leverage their internal structure and the contemporary organization of the music industry to support the commercial and artistic success of their artists?" relates to the recent shifts in the music industry, caused by digitalization, and the competitive landscape faced by emerging artists in the sector. Employing qualitative methods, in participant observation and semi-structured interviews with Cuca Monga's key members, the research provides a comprehensive view of the label’s motivations and activities. The findings reveal that, by closely experiencing the needed structures for independent artists to sustainably grow in the current market, indie labels are able to create a suitable structure that sustains these careers, adopting a flexible organisation and roles that assure it covers different dimensions of support. Furthermore, by building and nurturing a shared identity that represents the label, and establishing a close relationship with the audience that relates to it, independent labels are able to promote new audiences for each of its artists, while also supporting the sustainability of the collective. The promotion of collaborative production contexts and creative freedom is also seen to heavily benefit their musicians’ artistic efforts, allowing them to learn and share different experiences. Finally, this thesis concludes that the value-driven approach in independent labels also contributes to a deeper feeling of success for the represented, mainly in the support and freedom offered to artists to follow their artistic and career visions.