Popular Ethnographies: Scottish Independent Music Artists (SIMAs): Exploring Netnography as an Approach to Understanding Work-Ethic, Micro-Politics and Collaboration.

This paper will discuss the opportunities and limitations of netnography as a method for exploring the creative and industrial practices of Scottish Independent Music Artists (SIMAs). Engaging SIMAs in a series of online discussions whilst simultaneously reflecting on the effectiveness of this approach as a means of understanding the role that online participation, activity and behaviour play in the day-to-day working lives of independent musicians in
Scotland. The following key questions will be addressed: What are the challenges of exploring a culture online? Are SIMAs more naturally inclined to share their stories online than in face-to-face interviews? How does online activity impact creative and industrial practice of independent musicians? The aim of testing this new kind of methodological approach is to consider in what ways netnography might be effective in gaining a deeper understanding of the Scottish Independent music scene by utilising methods not afforded by more traditional ethnographic practices.