<p>The purpose of this thesis is, through a case study, to analyse how the Internet is affecting smaller independent record labels' communicational efforts, and if these companies are dealing differently with this technological change. In order to accomplish this, a number of interviews have been conducted with smaller independent record labels. The findings have been analysed using a theoretical frame of reference covering innovation management and communicational methods. Our results show that the Internet has had an effect on these labels’ communicational efforts, either directly through an increased use of online communication or indirectly through the decreasing effectiveness of some traditional channels. However, as many traditional channels are still being used, smaller independent record labels are now managing an increased number of channels simultaneously. Furthermore, the degree of online communicational efforts varies depending on musical genre, being more commonly used in popular music genres. For labels with a high online activity, social networks play a prominent role, with considerable effort and time allocated towards working with these. Also, these companies are very attentive to the rapidly changing online environment with the aim of staying at the forefront of this development.</p>

The purpose of this thesis is, through a case study, to analyse how the Internet is affecting smaller independent record labels' communicational efforts, and if these companies are dealing differently with this technological change. In order to accomplish this, a number of interviews have been conducted with smaller independent record labels. The findings have been analysed using a theoretical frame of reference covering innovation management and communicational methods. Our results show that the Internet has had an effect on these labels’ communicational efforts, either directly through an increased use of online communication or indirectly through the decreasing effectiveness of some traditional channels. However, as many traditional channels are still being used, smaller independent record labels are now managing an increased number of channels simultaneously. Furthermore, the degree of online communicational efforts varies depending on musical genre, being more commonly used in popular music genres. For labels with a high online activity, social networks play a prominent role, with considerable effort and time allocated towards working with these. Also, these companies are very attentive to the rapidly changing online environment with the aim of staying at the forefront of this development.

This thesis studies the music industry as a whole, and delves more specifically into how new technologies have disrupted the old business model. Advances in technology such as the Internet, MP3s, and file-sharing software have made it possible to bypass the traditional role of record labels, thus creating a closer link between artists and consumers. As the music industry transformed over time, the role of record labels became less defined. This has left once behemoth labels struggling to find a competitive advantage in a rapidly devolving industry. Record labels are no longer the most relevant segment of the music industry, and this work provides an in-depth analysis of the processes that destroyed their relevance. This thesis begins by examining the music industry at a macro level, before tracking record labels from their prominence to their current marginalized role. Advancements in MP3, P2P networks, and other consumer-enabling technologies have transformed the music industry. The lack of a significant response to this shifting landscape within the industry has left record labels on a slippery slope towards extinction. As record labels failed to adapt to shifting demand and changing methods of consumption, private entrepreneurs have intervened to solve inefficiencies in the market. This thesis will leave the reader with an expansive knowledge of how the music industry has transformed, as well as its future trajectory without record labels.

The purpose of my research is to examine the music industry from both the perspective of a musician and a lawyer, and draw real conclusions regarding where the music industry is heading in the 21st century. Digital technologies are overhauling the way in which musicians, record labels, and other industry professionals make a living, and my goal is to decipher what these changes mean in the long term. In light of this transformation, my research investigates whether musicians still need record labels in the digital era, and what role copyright law will continue to have in this new model.<p> The method of research for my thesis was slightly atypical. While I utilized any textbook and scholarly journal that was available on the topic, much of my most valuable research came in the form of personal interviews with some of the biggest players in the music industry, as well as various articles and studies found online.<p> My thesis argues that the roles played by artists and record labels have completely changed in the last five years, and the parties that will find success on either side of the bargaining table will be those most appreciative of and adaptive to this change. Directly related to this is the changing face of copyright in the music industry. My thesis argues that while copyright used to provide massive value from a single source in the short term, it now generates smaller amounts of value from an infinite array of sources, in the long term. The significance of this finding cannot be understated, for both artists and their investors. In this way, my research aims to be equally significant and accessible to musicians, industry professionals, and academics.

The purpose of my research is to examine the music industry from both the perspective of a musician and a lawyer, and draw real conclusions regarding where the music industry is heading in the 21st century. Digital technologies are overhauling the way in which musicians, record labels, and other industry professionals make a living, and my goal is to decipher what these changes mean in the long term. In light of this transformation, my research investigates whether musicians still need record labels in the digital era, and what role copyright law will continue to have in this new model.<p> The method of research for my thesis was slightly atypical. While I utilized any textbook and scholarly journal that was available on the topic, much of my most valuable research came in the form of personal interviews with some of the biggest players in the music industry, as well as various articles and studies found online.<p> My thesis argues that the roles played by artists and record labels have completely changed in the last five years, and the parties that will find success on either side of the bargaining table will be those most appreciative of and adaptive to this change. Directly related to this is the changing face of copyright in the music industry. My thesis argues that while copyright used to provide massive value from a single source in the short term, it now generates smaller amounts of value from an infinite array of sources, in the long term. The significance of this finding cannot be understated, for both artists and their investors. In this way, my research aims to be equally significant and accessible to musicians, industry professionals, and academics.

In my paper I explored the success of independent artists on the Internet over the past three to five years while also examining the diminishing need for major record labels with regards to an independent artists success. I chose to examine this trend primarily because we are seeing the success of many artists to varying degrees who use the Internet to promote their music on a scale we’ve never seen before. Because of this, the entire structure of the music industry is beginning to change drastically and people have greatly begun to rethink the way we discover and enjoy music as well as the types of music we like. I wanted to explore the ways in which independent artists are achieving their success, the degree to which this success has been achieved, and why they have chosen to remain independent from major record labels. I began by researching independent artists before the Internet became a marketplace for music and how the Internet has changed the music industry to this day with regards to album sales. I then researched different platforms that have recently emerged on the Internet and how they are allowing artists to market themselves in effective ways and at little to no cost to the artist. I also examined the equipment required to make music in the digital age and how it has become cheaper and more accessible to obtain. Finally I examined specific independent artists who have emerged over the past few years on scales larger than many artists signed by major labels and why they have chosen to remain independent. From the research I did on the rise of independent music, I learned that most of these artists are doing something unique or different from artists signed to major labels. I also found that the message behind their music was sometimes contradictory to what has been accepted in mainstream media in the past. They have remained independent because they do not want to lose creative control of their music while also cutting out the middle man, or record labels, so they may keep a majority of their own profits. Through the artists that were researched, it can be seen that a major label budget or marketing scheme is far from necessary in the age of the Internet and can actually hinder the careers of certain artists. This is important because as major record labels continue to become less important, the structure of the music industry and its economy are changing in a way that is the opposite of what it once was. Music is now beginning to be empowered by the artists and fans rather than by major label corporations.

Background: In this world of rapidly developing technologies, it has become less of a challenge for individuals to start a career within music and promote their brand. The emergence of social media has revolutionized digital marketing and facilitated the distribution of music across different online platforms. Artists working independently in the music industry have been challenged to undertake a dual role of being both a creator of music, as well as a marketer. Purpose: This research covers an uninvestigated topic. The paper firstly explores the various possibilities for self-promotion for independent artists, provided by living in a technological world. The second aspect which is examined is how record labels can support artists in their careers through doing their promotion campaigns and establishing their brand identity. Method: This is an exploratory qualitative study, which was conducted deductively. Eight semi- structured interviews were held with independent artists working with music in Sweden, the findings from which were organized through a thematic analysis. The design of the research follows a case study approach. Conclusion: The empirical findings suggest that independent artists use a DIY (Do It Yourself) approach in their careers, specifically in the marketing of their music and their personal brand. Using features provided by social media channels, distribution companies and music streaming services, as well as having consistent personal branding were some of the ways in which independent artists digitally self-promote themselves. On the other side, labels support artists by having bigger budgets and doing more outspread digital promotion campaigns, which allows the artists to focus on the creation of music, rather than on marketing planning and decision-making. The study contributes to research within the field of music marketing. Furthermore, suggestions for future research are provided.

Digitaliseringen, uppkomsten och den ökade populariteten av on-demand musikstreamingtjänster har förändrat musikbranschen i snabb takt. Tidigare studier visar att digitaliseringen har påverkat sättet hur media skapas, publiceras, distribueras och konsumeras. Studier om digitaliseringens effekter på kreatörer och distributörer inom musikbranschen visade sig däremot vara få. Det ansågs därför som en möjlighet att utforska hur artister och oberoende skivbolag uppfattar digitaliseringens effekter för att minimera den nuvarande kunskapsluckan. Den explorativa sekventiella studien bestod av två faser och baserades på en kombination av olika metoder. Den initiala studien utgjordes av tre kvalitativa intervjuer och resulterande arbetsteorier prövades därefter i en kvantitativ enkätundersökning (n=81). Resultatet indikerar att större andelen av oberoende skivbolag har anpassat sina affärsmodeller och utvecklats till s.k. 360°-musikföretag. Resultatet visar vidare att digitaliseringen har till viss grad påverkat sättet hur musik skapas och produceras, med en tendens mot en mer individualistisk och digital process, och vidare medfört en förenkling för artister att publicera sin musik. Artisternas intäkter har däremot inte förbättrats och många upplever att arbetsklimatet har försämrats. Resultatet visar att digitaliseringen sedan uppkomsten av musikstreamingtjänster har medfört omvälvande förändringar, dock verkar dessa inte ha lett till en demokratisering av musikbranschen utan enbart till en förflyttning av makten från skivbolagen till musikstreamingtjänsterna. Både artister och oberoende skivbolag uppfattar att den nära framtidens främsta utmaningar å ena sidan är att uppnå en skälig betalning för artister, samt å andra sidan att framgångsrikt marknadsföra musiken för att nå igenom bruset. Det indikeras vidare att regler och lagar är nödvändiga för att kunna säkerställa en hållbar utveckling av musikbranschen. / The emergence and continuously growing popularity of on-demand streaming music services has changed the music landscape rapidly and new services are entering the market at a high pace. Prior studies show that digitization has affected the way media is created, published, distributed and consumed. The literature review revealed a knowledge gap regarding the effects on music professionals and provided an opportunity to explore how artists and independent record labels perceive the aspects of digitization. The study followed an exploratory sequential mixed-methods approach and consisted of two phases, an initial study including three qualitative interviews, and a quantitative follow-up study, in which working theories that had resulted from the initial study were tested through an online survey (n=81). The results indicate that many independent record labels have changed and adapted their business models and turned into so called 360° music companies. The results further show that digitization developments have to some degree affected the way music is created and produced, with a tendency towards a more individualistic and digital process, and that it has become easier for artists to publish their music; their incomes have however not improved and for many artists the working climate has become harder. The results show that the emergence of on-demand streaming services has disrupted the music industry, instead of having a democratic impact, the power that record labels used to have appears to have shifted to streaming services. Both artists and independent record labels perceive the achievement of fair payments and successful promotion to be the main future challenges. It is indicated that regulations and laws that prevent exploitation are necessary in order to ensure the music industry to be sustainable in the future.

The record industry has been around for just over 100 years and it’s an industry that mostly has been growing and growing ever since its inception. New technology has always pushed the industry forwards and helped it grow bigger and bigger with almost each year. But when the internet came in the early 2000’s it changed everything. It caused a stir in the industry when the music consumers now had the possibility to rip CD's, download music files illegally and share them with the world for free. In desperate actions to try to save the record labels from going bankrupt they did all in their power to fight the change. What eventually happened was that other actors came in and saved the business with services that embraced the change from a physical way of consuming music, to a new digital one.   This is a study of how that change has been perceived and affected the record labels and their ways of working. By using Paul Hirschs modell charting the organization of the pop music industry and the four processes that Tschmuck describes as the core activities of a record label, we’ve interviewed six record labels in the Stockholm area in an attempt to describe the new core activities and organization of the industry now that the digitization has changed the way the customers consume music.   Our findings show that the value added chain that Hirsch modelled has changed drastically, with several actors losing importance in it, while others actors has traded places. The core activities that Tschmuck described remains the same, but the ways they are executed has become more effective thanks to the new technology.

Bakgrund och problem: Det har riktats kritik mot den traditionella ekonomistyrningen vilket har gjort att moderna styrmetoder och verktyg växt fram för att komplettera ekonomistyrningen. De faktorer som tvingat fram den moderna styrningen går även att se i musikbranschen. Detta, tillsammans med att ekonomistyrning i musikbranschen generellt sett är outforskat, gör att det blir intressant att undersöka hur skivbolag i musikbranschen använder sig av en traditionell ekonomistyrning eller modern verksamhetsstyrning. Syfte: Syftet med denna uppsats är att genom att undersöka två skivbolags ekonomistyrning kartlägga hur ekonomistyrningen karaktäriseras utifrån traditionell ekonomistyrning och modern verksamhetsstyrning. Metod: Metoden som använts vid denna studie är kvalitativ. Vi har genom fallstudier hos två skivbolag undersökt och skapat oss en förståelse av ekonomistyrningen i bolagen med hjälp av semi-strukturerade intervjuer och kompletterande frågor via mail.   Slutsats: Det går att se att skivbolagen övergått delvis till en modern verksamhetsstyrning men att det alltså finns en blandning mellan användandet av traditionella och moderna styrmetoder och verktyg. / Background and problem: Criticism has been raised towards the traditional management control which pushed forward modern management methods and tools to complement management accounting. The factors that pushed out this modern management control are possible to see in the music industry aswell. This, together with the fact that management control in the music industry has a research gap, makes it interesting to examine how record labels in the swedish music industry are using traditional or modern management control. Purpose: The purpose of this thesis is to through the examination of two record labels create an understanding of how the management control is characterized through traditional or modern management control. Method: The method used in this study is qualitative. We have through a multiple-case study at two record labels examined and created an understanding of the management control in the companies with the help of semi-structured interviews and complementary questions through mail. Conclusion: It is possible to see that the record labels has partly moved to modern management control but also that you can see a mix between the usage of traditional and modern control methods and tools.