客家創作歌曲的產製與宣傳方式之初探

An Analysis of Producing and Broadcasting Procedure for Hakka Composing Song

本論文以曾經入圍或得過金曲獎的客家流行歌曲創作者為研究對象，以深度訪談法探究歌曲的產製過程以及宣傳方式。本研究一共訪談七位受訪者，將訪談資料整理後，依獨立音樂文獻，將現行客家創作歌曲的產製與宣傳分為三大模式說明：全自助DIY模式、半自助DIY模式與音樂廠牌運作模式。研究結果發現，除了林生祥有專人為他安排製作事宜外，大半客家創作歌手是以全自助DIY或半自助方式製作自己專輯。為節省成本，從歌曲創作、封面設計、音樂製作，甚至是宣傳和發行，幾乎皆由歌手一人包辦。由於身負「客家創作歌手」的標籤，主要宣傳管道和通路，都集中在「客家」相關活動或「地方」事務，較少機會在主流媒體曝光。成立一人公司成了許多創作歌手解決發行問題的重要策略。

This paper primarily explores the producing and broadcasting procedure of Hakka composing song. In this paper, we adopt independent music category for producing procedure to divide the Hakka composing song and interviewed 4 Hakka singer-song writers who had been nominied or won the Golden Melody Award, a songwriter, a music company runner and a singer. The research results reveal that most Hakka singer/ song writers adopt full or half DIY mode to make their own albums. For decreasing the producing cost, almost every section of producing album was done by themselves no matter the song composing, the cover design, music producing, and even the promotion and distribution of album.