Abstract

NOPO-OLAZABAL, Víctor Hugo. Gestión en la industria musical: generación de un modelo de negocio. Pensam. palabra obra [online]. 2022, n.27, pp.128-147.  Epub Dec 04, 2022. ISSN 2011-804X.

Business models can reveal the logic behind some industries. For the music industry, this scenario has been going through a high degree of transformation; however, it is little addressed in the management field. We seek to answer the question: how do management activities shape the musician's business model? The research is qualitative with a multiple case study design. This study's results made it possible to identify how the self-ma naged system shaped the business model of the cases studied. It was concluded that this model is affected by the industry and, at the same time, models it. Determining an optimal business model will only depend on testing in the market. It was evidenced that the owners of these businesses need comprehensive training that favors managerial decision-making in a highly competitive environment. Changes in particular business models and educational offerings in the sector can be derived from this study.

Keywords : self-management; music business; one-person business; cultural industry; business model.

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