Corporate Strategies Power Distribution and Creativity Within and Across the Danish Music Industry: Why different perceptions of the same song is sometimes a challenge

Jeanne Pedersen

Student thesis: Master thesis


A study of the creative processes within the Danish music industry indicates that the interactions and thereby the relationship between the record companies and the artists are experiencing frictions due to different perceptions of success. The study further states that the interactions between the two associates are affected by a lot of external factors within the legal-, economic-, political-, technological-, and social areas. The aim is thus to explore how navigation within the industry should take place, in order to avoid the clashes and gain success. The case study of the artist Francis Bowie is therefore applied to explore and understand how the clashes may affect and suppress the creativity of an artist. Data for this study is collected by qualitative interviews with representatives of the three main associates within the industry, namely artists, record companies and the radio stations. The interviews are used as foundation for examining how each of their understanding and perceptions of the industry and their role herein, influence the interactions during the processing a record undergoes before it is released. Furthermore, observations of the artist Francis Bowie has been conducted in order to obtain a full insight in the world of an artist and to examine how the behaviour is affected by external. The theoretical foundation of the thesis embraces the processing of music within an industry that is so affected and dependent by environment forces. PESTEL will elaborate on the music industry as a large and dynamic business environment composed of many different creative and non-creative elements that contribute in the process of making music available to the consumers. Additionally, Hirsch’s preselection system is applied to analyse how the many layers and gatekeepers of the filtering process determine the fate and success of a recording. The conclusion of the thesis is that the record companies, their corporate strategies and financial position are suppressing the artists and their creativity due to significant focus on profit. The two scenarios typically taking place are throughout the thesis defined as “the dependent way” and “the independent way” each determining how many filters and gatekeepers a record must go through to reach the audience.

EducationsMSocSc in Management of Creative Business Processes , (Graduate Programme) Final Thesis
Publication date2016
Number of pages128