Music, Social Media and Public Pedagogy: Indie Music in the Post-Cantopop Epoch

Abstract

Purpose: Hong Kong’s musical scene is rapidly changing along with the evolving media landscape. The purpose of this paper is to examine the new way of Cantopop production and dissemination in the new media ecosystem. Furthermore, this study calls for a reconceptualization of the process of Cantopop listening and sharing as a form of public pedagogy within the online public space. Methodology: Based on the investigation into one of the leading local indie band Kolor, this study explores the implications that social media and participatory culture have for this indie band. In the case analysis, the music content and promotion strategy of Kolor, as well as the role of its online audiences are studied. Findings: Social media leads to more democratic cultural production and distribution. The strong online audience engagement serves as the foundation for the popularity of this Cantopop indie band. In their music practice, Kolor’s lyrics appear to be in alignment with the goals and interests of the listeners, which gives rise to greater participation by its audiences through social media. Under the context of interactive internet culture, listening and sharing Cantopop can be seen as an educational force, thus reinforcing the values and attitudes. Value: While many important works have examined various aspects of Cantopop, little attention has been paid to the indie bands. This paper attempts to reveal the recent development of local indie bands as a site under the interactive internet culture. It also gives insights to the significant role of Cantopop played in public pedagogy.