The Rockepreneur and the digital dilemma - A qualitative study of Swedish independent and alternative musicians and artists perceptions of entrepreneurship and the new music environment

Abstract: This qualitative study aims to investigate and capture the perceptions among Swedish independent and alternative musicians and artists regarding the digital environment in the recorded music industry and their perceptions of entrepreneurship. As a result of digitalization, the entrepreneurial discourse around musicians and the music industries has been intensified. To build upon the debate about the assumption of an increased requirement of entrepreneurial mindset among today's musicians and artists, the focus of the study is to investigate their perceptions of the new market environment in relation to opportunities and threats as well as whether or not they perceive themselves as entrepreneurs. The data was collected through nine semi-structured interviews with experienced Swedish independent and alternative musicians or artists. The results were subsequently evaluated through a thematic analysis. The main findings are that the interviewed musicians and artists 1) perceive digital technology and the new market environment as a great opportunity in regards to an increased accessibility to record and release music as well as increased availability for the music consumers, while 2) this very same accessibility and availability of music is perceived to create an overexposed market characterized by increased competition, as being the main perceived threat. How independent and alternative musicians and artists perceive themselves as entrepreneurs indicate a complex and not coherent view of the connection between entrepreneurship and being a musician or artist. About half of the respondents perceived themselves as entrepreneurs while all respondents showed some degree of skepticism, hesitation or reluctance towards the label.