Date of Conferral
2022
Degree
Doctor of Business Administration (D.B.A.)
School
Business Administration
Advisor
Allen Endres
Abstract
Music artists’ incomes are directly affected by online music streaming technology advancements. A lack of business strategy, when faced with online music streaming, can lead to an inability to maintain a steady revenue stream among music artists. Rooted in the conceptual framework of disruptive innovation, the purpose of this qualitative multiple case study was to explore online streaming business strategies music artists use to maintain a steady revenue stream. Data were collected from semistructured interviews with six music artists in the New York City area who maintained a steady revenue stream in the past 5 years and focus group responses from a combination of four managers, engineers, or producers in the music industry in the New York City area who maintained a steady revenue stream in the past 5 years. Data were also collected from artists’ income reports. The themes that emerged from the thematic analysis were (a) marketing, (b) music distribution channels, (c) collaborations, and (d) live music performances. A recommendation for music artists is to build consumer-to-brand value relationships and value co-creation. The implications for positive social change include the potential to create sustainable income for music artists as small business owners and the development of more successful careers and derivative jobs within the music industry.
Recommended Citation
Arnold, Angela S., "Music Artists’ Online Streaming Business Strategies" (2022). Walden Dissertations and Doctoral Studies. 13173.
https://scholarworks.waldenu.edu/dissertations/13173
