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We did it: En kvalitativ studie om kvinnligt entreprenörskap i musikbranschen
Linnaeus University, School of Business and Economics, Department of Marketing.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
We did it : A qualitative study about the women entrepreneurship in the music business (English)
Abstract [sv]

Syfte och forskningsfrågor

Uppsatsens syfte är att undersöka hur kvinnliga musikartister går tillväga för att lansera sitt artisteri oberoende av de större skivbolagen. Eftersom musikindustrin till större delen är dominerad av män samt beroende av de större skivbolagen riktar sig denna forskning in på det kvinnliga entreprenörskapet inom musikindustrin. De framtagna forskningsfrågorna handlar om hur kvinnliga musikartister tar sig fram när det kommer till lansering av sitt artisteri oberoende av de större skivbolagen. Alltifrån hur lanseringen ser ut, vilka redskap som kan användas samt vilka möjligheter och begränsningar som existerar för kvinnliga artister i musikbranschen.

Metod

Denna studie innehar en kvalitativ metodundersökning med en induktiv ansats. Det empiriska materialet har samlats in via fem stycken intervjuer genomförda med kvinnliga självständiga artister som alla är aktiva i dagens musikbransch. Därefter har en framtagen analys tydliggjort svaren av forskningsfrågorna.

Slutsatser

Det som gör att en kvinnlig artist i musikbranschen kan klara sig oberoende av de större bolagen handlar om att ta hjälp av det kvinnliga musiknätverket. Med en noggrann utveckling av det personliga varumärket och en utförlig lansering kan man genom det kvinnliga musiknätverket som redskap ta sig fram i musikbranschen oberoende av de större bolagen.

Abstract [en]

Purpose and research questions

The purpose of this essay is to examine the way that female musicians work to launch their artistry independent of larger record labels. Since the music industry is prominently dominated by men and dependent on the larger record companies this research will focus on the entrepreneurship of women in said industry. The research questions will therefore focus on how female music artists make their way when it comes to launching their artistry independent of larger records companies. How does the launch work, what tools are used and what possibilities and limitations do the women of the music industry face?

Method

This study features a qualitative method research with an inductive approach. By gathering the empiric material through five interviews with female independent artists that are currently active in the music business. Thereafter an analysis produced has made the answers to the research questions clear.

Conclusion

The conclusion of what makes a female artist successful in the music business, independent of the larger record labels, is the social network between female musicians. With a thorough development of the personal brand and a detailed launch you can use the social network between female musicians to make their way in the music business.

Place, publisher, year, edition, pages
2019. , p. 57
Keywords [en]
Entrepreneurship, entrepreneur, launch, artistry, brand, network, music business, tools, equality
Keywords [sv]
Entreprenörskap, entreprenör, lansering, artisteri, varumärke, nätverk, musikbransch, redskap, jämställdhet
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-89071OAI: oai:DiVA.org:lnu-89071DiVA, id: diva2:1350381
Subject / course
Business Administration - Marketing
Educational program
Music & Event Management Programme, 180 credits
Supervisors
Examiners
Available from: 2019-09-11 Created: 2019-09-11 Last updated: 2019-09-11Bibliographically approved

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4445464748495047 of 154
CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
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More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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