"The development of independent artists in Indonesia has also grown significantly over the years, especially after the introduction of the Internet. Independent artists were reported to be able to promote their music easily which led them to national and international recognition. Independent artists have their digital platforms to engage with their fans or listeners, such as YouTube, Instagram, and TikTok. This study aims to analyze the utilization of the 7P marketing mix by independent artists, analyze the impact of the new business model as a strategy for marketing promotion of music, and analyze the use of social media for song promotion by independent artists. The research method used a qualitative approach through in-depth interviews with three chosen independent artists as informants: B’tari Chinta, Addn, and Qudrah.
The result indicates that all interviewees have implemented the new business model in promoting their songs, which is through digital platforms. Moreover, the activeness in utilizing social media also seems to have an impact on the number of subscribers and followers. More active interviewees have a significantly higher number of subscribers and followers, than interviewees who is not."

Keywords: Independent artist, Instagram, TikTok, YouTube