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Music Artists' Strategies to Generat...

Kamara, Kalilu, II.

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Music Artists' Strategies to Generate Revenue through Technology.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Music Artists' Strategies to Generate Revenue through Technology./
Author:	Kamara, Kalilu, II.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2018,
Description:	147 p.
Notes:	Source: Dissertations Abstracts International, Volume: 79-12, Section: A.
Contained By:	Dissertations Abstracts International79-12A.
Subject:	Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10827391
ISBN:	9780438030480

Music Artists' Strategies to Generate Revenue through Technology.
Kamara, Kalilu, II.

Music Artists' Strategies to Generate Revenue through Technology. - Ann Arbor : ProQuest Dissertations & Theses, 2018 - 147 p.

Source: Dissertations Abstracts International, Volume: 79-12, Section: A.

Thesis (D.B.A.)--Walden University, 2018.

This item must not be sold to any third party vendors.

Music streaming services are increasing, compact discs (CDs) and digital download sales are declining, and many music artists are becoming affected by this positive shift in music technology. Music streaming revenue does not compensate for the decrease in revenue from CDs and paid downloads. Based on organizational configuration theory (OCT), the purpose of this multiple case study was to explore the technology and marketing strategies that small business music artists used to generate sales revenue from the Internet. Six small business music artists who were 18 years or older with different music revenue streams participated in semistructured interviews. These small business music artists provided detailed information on the technology and marketing strategies they used to generate sales revenue from the Internet. The data collection process for this study included semistructured interview data and participant observations. The data analysis process included methodological triangulation of the interview data and participant observation data to identify themes for the study. Seven themes identified were having a marketing budget, social media, recording studio sessions, digital distribution, SoundExchange, music licensing, and corporate sponsorships. These data may contribute to positive social change by helping small business music artists sustain operations in the music industry.

ISBN: 9780438030480Subjects--Topical Terms:

536353
Marketing.

Music Artists' Strategies to Generate Revenue through Technology.
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