Date of Conferral

11-5-2024

Degree

Doctor of Business Administration (D.B.A.)

School

Business Administration

Advisor

Irene Williams

Abstract

Without a solid understanding of marketing, booking, and branding strategies, female musician entrepreneurs may struggle to achieve profitability. Developing these strategies is crucial to mitigate risks that could jeopardize the sustainability and success of their independent businesses. Grounded in the theory of constraints the purpose of this pragmatic inquiry was to explore the strategies some female musician entrepreneurs used to become profitable without an additional source of income. The participants were five independent artists within the Southeast region of the United States who performed and published original music during the last 5 years. Data was collected from interviews. Three themes emerged with four subthemes while conducting a thematic analysis: networking, marketing, and self-motivation with subthemes of relationship building, branding and booking, and perseverance. A key recommendation is for female musician entrepreneurs to utilize social media, branding, marketing, relationships, and networking to support the success and growth of their businesses. The implications for social change include the potential for women musician entrepreneurs to achieve success by generating profitability and relevance independently, thereby supporting their families while cultivating a strong sense of self and accomplishment.

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