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"Bringing Together Educators and Leaders of the Music and Entertainment Industries"

Journal of the Music & Entertainment Industry Educators Association

Volume 12, Number 1 (2012)

A Perception of the Positioning of the Artist Musician

Stanislas Renard
Providence College
Eastern Connecticut State University

Peter Spang Goodrich

Providence College

Philip Vos. Fellman
American Military University

Abstract

Explores the historical changes of the music industry supply chain, considering propositions such as the vertical integration of the historical music industry, the revolution in technology, and the positioning of the artist within the music industry supply chain. Several questions are tackled: What is the positioning of the artist in the new digital era? And given the changes of position of the major labels and the positioning of the artist, what are the descriptive and prescriptive possibilities? Should the majors disappear and be replaced by alternative elements in the music industry supply chain? Social network analysis (SNA) is utilized as a methodological tool in the creation of nonlinear and adaptive models.

Keywords: music industry supply chain, artist marketing, social media, social networks, major labels, social network analysis

Renard, Stanislas, Peter Spang Goodrich and Philip Vos. Fellman. “Historical Changes in the Music Industry Supply Chain: A Perception of the Positioning of the Artist Musician.” Journal of the Music and Entertainment Industry Educators Association 12, no. 1 (2012): 91-129. https://doi.org/10.25101/12.4

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