The aim of this thesis is to provide a wide scope of information that might be valuable for those involved in music management. At first, the project enables to understand pre-business phase, a period before setting up of an actual company. The author asks an important question of being ready for such a crucial decision, followed by general description of business institution and principles as such. Those work for any type of business including music industry.

Master’s thesis Music in media is particularly focusing on the modern media called music streaming. It analyzes its current development and tries to predict its future evolution.

This thesis focuses on the issue of crowdfunding – its methods, opportunities and applications in the Czech music industry. The first part of this work clarifies basic concepts from the fundraising sphere, thus attempting to define crowdfunding and set its mechanisms into both - historical and alternative contexts of financing culture within the present day. In an essayistic manner, the author outlines changes of the music industry within the world as well as the local market, spanning from the second half of the twentieth century up to the present, where it is possible to observe first impulses towards seeking alternative resources of financing culture, especially music. The theoretical part of the thesis explains how crowdfunding campaigns operate, or should operate, and what their specifics are. This work maps out the formation and functioning of crowdfunding abroad as well as in the Czech environment, while focusing on operators who provide a platform for executing crowdfunding campaigns and work out the campaigns’ analyses and comparison. This thesis’ research part describes crowdfunding campaigns’ mechanisms that concentrate on music in practice within the Czech environment. Providing examples of two case studies, this work brings qualitative analyses of successful music projects that used opportunities of crowdfunding in the Czech music industry in 2012 and 2014. As a part of the aforementioned studies, the author presents unstructured interviews with campaign creators that result in specifics, advantages as well as drawbacks, regarding application of crowdfunding in music.