The Digitalization of the Distribution Process in the Music Industry

The Differences Between Two Artists

Seminar Paper , 2018 , 29 Pages , Grade: 1,7

Business economics - Information Management

Digitalization transforms organizations, professions, politics, education and even the cultural sector, for instance the music industry where this study belongs to. Digital disruption, collaboration and change have affected the music distribution process. But how exactly? And did it influence the balance of power among the actors involved?

The study uses Actor-Network Theory to represent the distribution networks of two artists before and after the start of the digital age: Michael Jackson, as the most successful artist of the 80s; and Macklemore, as the first artist being No.1 without label-backing.

The tracing of their socio-technical networks shows that labels controlled the distribution channels in the past, but digitalization has shifted some power from the label to the artist. It enabled him to handle the distribution process largely on his own. Due to streaming services distributing music is way more efficient nowadays and artists can reach a huge community of streaming users. Social media enables collaboration and new partnerships in the music industry, which are not restricted to an artist's familiar environment. Additionally, it is a platform for viral marketing enabling a closer relationship between artists and their fans. Overall, digitalization has broken up the enduring domination of the major labels and empowered artists to become successful without the backing of them.

Content

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Abbreviations

1 Introduction

2 Topic and Area of Focus
2.1 Research Question
2.1.1 Scope and Level
2.2 Context and Background
2.3 Phenomenon of Digital Disruption and Change

3 Literature and Popular Perspectives

4 Actor-Network Theory - Conceptual Perspective
4.1 Motivation and Suitability

5 Method of Qualitative Research

6 Analysis
6.1 Choice of Artists for the Case
6.2 Case: Application of Actor-Network Theory
6.2.1 Michael Jackson’s Actor-Network
6.2.1.1 Emergence
6.2.1.2 Development
6.2.1.3 Stabilization
6.2.2 Macklemore’s Actor-Network
6.2.2.1 Emergence
6.2.2.2 Development
6.2.2.3 Stabilization
6.3 Findings and Discussion

7 Conclusion

References

• College: University of Münster (Information Systems and Information Management)
• Grade: 1,7
• Author: Tobias Riegel (Author)
• Publication Year: 2018
• Pages: 29
• Catalog Number: V449003
• ISBN (eBook): 9783668834071
• ISBN (Book): 9783668834088
• Language: English
• Tags: digitalization, distribution, music, industry, artists, digital, disruption, collaboration, change, culture, Actor-Network Theory, Michael Jackson, Macklemore, new media, social media, streaming, labels