The Quest for Trust: Independent Danish Musicians' Perspectives on Collaborating with Business Service Providers

Aleksandra Borak

Student thesis: Master thesis


Benefits resulting from widely noticed practical application of the theory of trust in various business activities have been recognized and gained significant attention. However, in some areas of business, such as music industry, the topic remains unexamined. Furthermore, disruptive technological development contributed to rapid growth of independent music production generating the need for business collaboration with partners who help artists to manage non-creative tasks. The specific nature of music projects, stemming from passion to create, imposes a presumption that the collaboration between musicians and business service providers may be also specific.
The paper seeks to develop a link between trust’s influence on collaboration and the independent music industry. The main purpose of the research is to examine how independent musicians emphasize the importance of trust in collaboration with business service providers. Investigating the topic from musicians’ perspectives enables to identify what kind of trust they expect, how they evaluate the trustworthiness of the business service provider and which factors they prioritize when they make a decision to collaborate, as well as what kind of trust they demand to maintain collaboration. This approach provides practical insight that may contribute to the general enhancement of collaborations as it provides knowledge that could be used to better address musicians’ needs.
The author attempts a better understanding of this event by designing a case study in the independent Danish music industry. In-depth interviews with a group of six independent Danish musicians representative for the whole society, constitute an empirical basis of the study. The research is conducted with help of two key informants considered to be market specialists. Moreover, data is analysed through the application of Model of Trust (Mayer et al., 1995) considered as one of the most robust theoretical models ever developed.
The research reveals that trust has great importance for independent Danish musicians, who, in most cases, in order to start collaboration require to have already developed an interpersonal relationship with the other party. Furthermore, the study concludes that in a long-run, an interpersonal high-trust bond is necessary to maintain collaboration.

EducationsMSocSc in Management of Creative Business Processes , (Graduate Programme) Final Thesis
Publication date2017
Number of pages85