The Australian WEB3 music ‘community’ and the ‘indie’ mainstream

Abstract

This paper examines the hesitancy of Australian musicians towards embracing the music non-fungible token (NFT) as a commodity. Drawing on the concepts of cultural autonomy and the digital disruptive sublime, the study argues that the overtly economic nature of NFTs challenges the ideology of creative independence in the hegemonic ‘indie’ music scene. Through interviews with nine Australian musicians who participated in our project, the research finds a cautious curiosity towards the technology, with technical barriers and a perceived cultural disconnect between the NFT ‘community’ and traditional music scenes contributing to hesitation. The paper concludes that attempts to engineer disruption in the music industry through web3/blockchain technology have thus far failed to attract sustained interest from musicians, as the cultural norms and practices associated with NFTs do not align with the values of the existing indie music ecosystem. The findings highlight the difficulties in planning and engineering cultural change within the music industry.