Bottom-up Culture Production: The Growth of Local Music Scences in the Digital Age: A Case Study of the Amapiano Music Scene in the South African Music Industry

Dominic James Long-Innes

Studenteropgave: Kandidatafhandlinger


Digitalization represents a significant inflection point in the history of cultural and creative industries, and especially, the music industry. In changing the way music is produced, distributed and consumed, it has both fundamentally altered industry structures and given rise to new localities against a traditional geographical hierarchy of industries. Considering this trend, this thesis investigates the relationship between digitalization of the music industry and the growth of music scenes, by analyzing the case of the Amapiano music scene in the South African music industry. Emerging in 2016, Amapiano became and remains the most popular genre in the country, is distinctly local and received no support from major record labels to reach success. Using cultural industry systems theory as a tool to analyze changes in industry structures, and cluster theory to understand the dynamics of scene growth, this thesis applies a processbased methodological logic to unpack the causal mechanisms that convey the effect of digitalization on the growth of the Amapiano scene. Digitalization is found to have had a range of disintermediating and reintermediating effects on the industry, which enabled greater independent economic agency for artists in the scene. In turn, this ignited internal cluster dynamics, including localized learning and external economies, and external cluster dynamics, including global linkages and decentralized international connectivity, that were harnessed by the scene. In a reinforcing causal process between industry and scene, a more bottom-up model of culture production was found to have developed.

UddannelserCand.merc.pol International Business and Politics, (Kandidatuddannelse) Afsluttende afhandling
Antal sider86
VejledereMark Lorenzen