Rewiring Small Music Ecosystems: Evidence from the Georgian Music Industry

Independent artists today have access to global audiences through streaming platforms, social media and digital distribution. However, access has not directly translated into sustainable careers in many emerging music markets. This paper investigates "why" with a focus on Georgia's music market.
Conducting a quantitative survey of 78 active Georgian musicians alongside a review of international literature, the research examines three main areas: business models, digital marketing practices and structural support mechanisms.
The digital transformation has lowered barriers to entry but has not addressed deeper ecosystem challenges and this talk will use Georgia as a representation of many small and emerging music markets.
In line with the theme, the presentation proposes that improving music ecosystems requires reconnecting artists, education, industry professionals, public institutions and digital platforms rather than relying only on technological innovation or musical democratisation.