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Under början av 2000-talet stod musikbranschen inför några svåra år när fildelning blev allt vanligare och försäljningen av CD-skivor sjönk kraftigt. Denna uppsats undersöker vad som hände med musikbranschen efter denna kris och hur musikbranschen som fält ser ut idag. Detta undersöks utifrån Pierre Bourdieus teorier om det kulturella fältet och olika former av kapital samt Emma Stenströms teori om att vi rör oss i en ny kulturekonomi. Genom att lyssna på podcastserier från Sveriges Radio och DMG Education med fokus på musikbranschen utfördes en innehållsanalys som genererade fyra teman; krisen, musikbranschens demokratisering, image och pengar. Krisen uppkom som en konsekvens av digitaliseringen av musikindustrin. Denna digitalisering har ändrat förutsättningarna och strukturen för musikbranschen som fält. Skivbolagens maktposition är inte längre lika stor och streamingföretaget Spotify har snabbt stigit till att bli en av de dominerande aktörerna inom fältet. Artistens maktposition har även förstärkts, något som inom fältet beskrivs som demokratiseringen av musikbranschen. Krisen har även lett till att det blivit allt mer accepterat för artisterna att tjäna pengar och samarbeta med den kommersiella sektorn vilket tidigare inte vara lika accepterat. / In the beginning of the 20th century the music industry went into a crisis when file sharing became more common and at the same time the sale of the CD dropped. This thesis tries to examine what happened with the music industry in Sweden after this crisis and tries to identify the key actors in the field today. This will be illustrated through Pierre Bourdieu’s theory of the cultural field and different forms of capital as well as Emma Stenströms theory of the culture economy. A content analysis was made by listening to podcast series from Sveriges Radio and DMG Education covering the music industry, which generated four themes; the crisis, the democratisation of the music industry, image and money. The crisis emerged as a consequence of the digitalization of the music industry. This digitization has changed the structure and qualifications that constructs the field. The record companies power position is no longer as great and the streaming company Spotify have rapidly risen to become a dominating actor within the field. Even the artists power position has become greater, something that within the field has been described as the democratization of the music industry. It has become more acceptable for the artist to earn money after the crisis and cooperation with the commercial industry are at large more approved of. This goes against the previous position of the field where economic success was secondary to cultural values.

This diploma thesis deals with complex issue of American recording industry and its specifics in retail industry. The thesis is composed of three main parts which are being linked with its theme, and they complement one another. The first part is a theoretical framework of American recording industry. The chapters pursue basic terminology of music market, analysis of business environment in the USA and comparison of the recorded music to other entertainment markets. The second part engages in history of the recorded music, yet it specially concentrates on market's outputs, i.e. volume of sold recordings and corresponding revenues for the period 1989-2012. Eventually, the final part thoroughly studies music business, its subjects and principles. Chapters describe and analyze the profile of American music consumer, the theory of music copyright and financial aspects of recording as well as music publishing.

The thesis titled "Use of digital marketing tools in the music industry" focuses on digital marketing and digital music and their mutual relationship. The aim is to describe the possibilities of digital marketing in today's music industry and explore the hypothesis that the Internet and digital music fundamentally affect modern music industry and thus the marketing of music artists and their work. The first part describes the transformation of the Internet into its present form. It also describes digital marketing, its history, tools and significant trends. The second defines the music industry and explain its structure and the change, which it is currently undergoing, due to the advent of digital music. The third part presents the analysis of individual digital music distribution and marketing tools.

The music industry worldwide is rapidly evolving as a result of commercial, technological and demographic developments. The magnitude of the strategic impact of these developments on the South African music industry is evaluated in terms of internal and external factors, such as the intrinsic industry growth levels, ability to adapt to change, the consumer buying power, audio-visual piracy and counterfeiting, literacy, employment and the prevalence of HIV/AIDS. Collected data from public domain and proprietary music industry sources are transformed and presented in terms of the competitiveness of the South African music industry, from which key points for strategic leverage are identified. These key points of strategic leverage include education and training, relevant music industry research, the formalisation of the music industry strategy process and the development of alternative marketing, sales and distribution channels. In comparison to specific benchmark countries, the South African music industry has significant technological and socio-economic challenges and opportunities that need to be addressed in order to become a competitive co-evolutionary participant in the world music industry. South Africa, as an emerging world player, is ideally positioned for the development and implementation of new technological and commercial systems, such as the download distribution channel. This however, requires the collaborative participation of government departments, educational institutions, public and private enterprises. In particular, in-depth research on the local music industry is needed, which should include the collection of relevant statistical data. This study presents suggestions for some strategic interventions, including an application of the Porter DNA-model. / Dissertation (MMus (Music Technology))--University of Pretoria, 2007. / Music / MMus / unrestricted

Uppsatsen undersöker hur könsfördelningen i musikbranschen ser ut. En fallstudie av skivbolaget Sony Music Sweden görs och undersöker hur könsfördelningen i bolaget ser ut och om det finns några specifika avdelningar som sticker ut i den aspekten. Studien undersöker också vad denna könsfördelning men även eventuella strukturer och hierarkier inom bolaget skulle kunna ha för påverkan på musikbranschen i stort. För att kunna genomföra detta görs en analys av materialet från Sony främst utifrån begreppet gatekeeping men även utifrån feministisk teori, genusteori och begreppet jämställdhet. Material från Musikbranschpodden analyseras utifrån samma teorier för att bidra med en bredare överblick av musikbranschen och dess aktörer och för att få en uppfattning om hur dessa aktörer menar att könsfördelning, strukturer och hierarkier eventuellt påverkar branschen. Ett av studiens största fynd är att ett företag kan se jämställt ut i teorin men att det sedan ändå ofta kan vara snedfördelat inom olika yrkesgrupper eller avdelningar.

Syftet med denna studie är att göra en kartläggning av ledarskapets roll i den kreativaprocessen inom majorbolagens organisationsstrukturer, samt på vilka sätt ledarskapet styr denkreativa processen. Ledarskapets betydelse i den kreativa processen diskuteras kring olikasituationer samt omgivningen och dess krav som styr marknaden och dess förutsättningar.Det dubbla ledarskapets teori får en viktig roll i studiens analys. Tillsammans medentreprenörskapets innovativa ledarskap ger det en koppling till den teknologiska utvecklingsom skett inom musikindustrin, genom framför allt digitaliseringen av industrin. / The purpose of the study is to do a mapping over the role of the leadership in the creativeprocess within the major record labels’ organizational structure and in what ways theleadership directs the creative process. The importance of leadership in the creative process isdiscussed in different situations as well as the environment’s demands which controls themarket and its conditions. The theory of the double leadership has a vital role in the study’sanalysis together with the innovative leadership of entrepreneurship and the connection to thetechnological advancements which have occurred in the music industry, mostly through thedigitalization of the industry.

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New digital distribution and value capture models have emerged on the global music industry scene in the last ten years. These models are highly dependent on a strong underlying communications and broadband internet infrastructure which is largely present in most developed markets. South Africa, however, is a developing country whose broadband infrastructure is still nascent and not as widely available or accessible. Due to the permeation of mobile technology, most broadband internet access is likely to occur through the mobile networks in most developing markets. This stands in stark contrast to developed markets where broadband internet access occurs primarily via fixed line infrastructure with mobile as a secondary option.This research set out to investigate whether digital value distribution and value capture models which succeeded in developed countries would be suitable for the South African music industry given the broadband infrastructure constraints and the different internet access methodologies prevalent in this developing market. This research employed an exploratory research methodology in order to investigate this question and found that a mixture of value distribution and value capture models would address the entire market requirement, with mobile-centric digital distribution models being most suitable for mass market deployment. / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted

Denna studie undersöker hur representanter från musikindustrin använder sig av hashtags, sociala medier och vilka effekter hashtags har samt, vilken effekt de skulle kunna ha på deras arbete. Användningen sätts i förhållande till tio redan definierade funktioner av hashtags.Uppsatsens syfte är att bidra till djupare förståelse hur hashtags används och hur dessa kan användas inom musikindustrin. Genom att förtydliga om detta är ett verktyg som kan användas för att lättare sprida information på social media. Detta genomfördes genom en kvalitativ studie och utförandet av semistrukturerade intervjuer med fem representanter från musikindustrin och två respondenter som arbetar inom andra områden, varav en är har forskat på twitter och hashtags och en jobbar med att stärka användningen av digitala verktyg på ett större företag. Detta har sedan blivit granskat genom en induktiv ansats. Frågeställningen har besvarats genom att resultaten från empirin analyserats utifrån teorin.Studien kom fram till att representanterna från musikindustrin i huvudsakligen använde sociala medier och hashtags för att marknadsföra sig själva och sina band. Men Artist 1 använde hashtags mer än Skivbolag 1. Effekterna hashtags hade var både positiva och negativa. Fördelen var att hashtags kunde rikta deras budskap mer exakt och nackdelen var att personer kan ha en negativ bild av hashtags och på sätt bli kritiska till användningen av dem. / This study examines how representatives from the music industry use hashtags, social media and what effects hashtags have, and what effect they could have on their work. The usage is set in relation to ten already defined functions of hashtags.The purpose of the thesis is to contribute to a deeper understanding of how hashtags are used and how these can be used in the music industry. By clarifying whether this is a tool that can be used to more easily disseminate information on social media. This was done through a qualitative study and was conducted by semi-structured interviews with five representatives from the music industry and two respondents as workers in other areas, one of which has been researching twitter and hashtags, and one who is working on strengthening the use of digital tools at a large company. This has since been examined through an inductive approach. The question has been answered by analysing the results of the empirical data based on the theory.The study concluded that the representatives of the music industry mainly used social media and hashtags to market themselves and their bands. But the artist used hashtags more than the record company. The effects of hashtags had been both positive and negative. The advantage was that hashtags were able to target their messages more accurately and the disadvantage was that people could have a negative image of hashtags and thus become critical of their use.