Date of Award


Document Type

Master Thesis

Degree Name

Master of Arts (Research)


Cork Institute of Technology

First Advisor

Emmet Coffey

Second Advisor

Frank O'Donovan


This Dissertation explores how the evolution of social media is enabling Irish Independent music artists to publicise their music. It aims to explore the online public relations techniques that Independent Irish music artists are using and determine whether they are embracing it.

A qualitative research design was chosen and the primary method used to gather the data were in-depth interviews with PR professionals in the music industry, PR directors, major record labels. Independent record labels and Irish music artists that practice social media.

The research findings reveal how beneficial social media are for Independent music artists and show how social media is a positive and productive platform to publicise music. Social media enables Independent Irish music artists to practice online public relations techniques and reach a large spectrum of people. By using online public relations techniques such as social media tools, it allows Independent music artists to publicise their music effectively and efficiently in a cost effective way, while reaching their publics.

It can be concluded that Independent music artists who practice online public relations through the medium of social media are able to interact with people online, and promote their music to a wider spectrum of people and build up a steady fan base. It is evident that traditional media and new online media complement each other and it is essential to incorporate the two together.

Access Level