Företagande i musikbranschen: En djupdykning i independentbolagets affärsmodeller och strategier

Sammanfattning: This essay investigates the role of the independent labels in the music industry. The aim is to get greater insight into how the independent labels work and what strategies and business models they use. The study was done through using a qualitative method, interviewing nine people from the music industry. The results show that DSP-marketing, sync-licensing and live are areas where business models are being developed. To conclude, the study shows that it is primarily through differentiation that the independent labels create their competitive advantage.