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Are Heavy Metal Music Bands/Musicians Managers of Their Own Music Business?

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Are Heavy Metal Music Bands/Musicians Managers of Their Own Music Business? UNIVERSIDADE DA BEIRA INTERIOR Ciências Sociais e Humanas Are Heavy Metal Music Bands/Musicians Managers of their own Music Business? A Multiple Case Study: Portuguese vs. Finnish bands Lídia Baltazar Dissertação para obtenção do grau de mestre em Gestão (2º ciclo de estudos) Orientadora: Prof. Doutora Anabela Dinis Covilhã, Outubro 2013 Are Heavy Metal Music Bands/Musicians Managers of their own Music Business? ii Are Heavy Metal Music Bands/Musicians Managers of their own Music Business? Dedication To all the “start-up” bands and/or musicians out there, especially underground/unsigned Heavy Metal bands, who face many challenges in making their music heard: Do not give up! There are many ways to win in the Music Industry and it all starts with You! Stay loyal to your dreams, your music and Rock On! iii Are Heavy Metal Music Bands/Musicians Managers of their own Music Business? iv Are Heavy Metal Music Bands/Musicians Managers of their own Music Business? Acknowledgments Cordially, I would like to thank Professor Anabela Dinis for accepting my research proposal, providing me with the opportunity to learn and grow, both academically and personally. It was an enduring and time-consuming process but it was worth it! I am especially grateful to all the people I had the pleasure to meet throughout my research and data collection, in particular, to Toni-Matti Karjalainen for his availability, friendly reception, enthusiasm, support and valuable help in getting the right contacts. Thank you very much! Without your help this would be a lot harder to accomplish! I would also like to express my sincere gratitude to the guys that accepted making part of this study with their bands and spared some of their precious time to meet and talk with me. In no preference order, from Portugal, Fernando Ribeiro (Moonspell), and Daniel César and Miguel Kaveirinha (Gwydion); from Finland, Hiili Hiilesmaa (KYPCK), Tuomo Saikkonen (Mokoma), Wille Naukkarinen (Ghost Brigade), Aleksi Munter (Swallow The Sun) and, last but not the least, Tuomas Saukkonen (Before The Dawn, Dawn Of Solace, Black Sun Aeon, RoutaSielu, The Final Harvest, and more recently, the Wolfheart). Thank you very much to all of you! Thank you for your time and your music. You were not only part of my study but also of my inspiration! To my friends, thank you for your friendship, support, respect and for all the good moments spent together. Without you, life would not be that fun! Finally, I would like to thank my family deeply for all their support, love, care, encouragement and help not only during the length of this project but always, without you I would not be the person I am today! Bem-Haja! Thank You Very Much! Kiitos Paljon! v Are Heavy Metal Music Bands/Musicians Managers of their own Music Business? vi Are Heavy Metal Music Bands/Musicians Managers of their own Music Business? Abstract The Music Industry is a very complex world that embraces different and broad segments needing of academic exploration. The big majority of studies and/or academic approaches to this unique business world have been focusing greatly on the record labels side but have failed to address the role of those who make the music – the musicians/artists. This is exactly what the present study aimed to understand: What is the role of the musicians in the music business? Aren’t they one of the key elements, essential players, within the whole industry, if not the most important elements ever? The industry of music includes a large number of creative and wise musicians/bands behind one of the most discriminated music genres in the music history - Heavy Metal Music. However, diverse studies have demonstrated that Heavy Metal is recognized as a music genre that generates profit, with an increasing legion of fans all over the world hence, also considered popular music. Therefore, the purpose of this study is to understand how Heavy Metal Music bands and musicians succeed and how they manage to conciliate artistic creativity and commercial demands. By making a multiple case study analysis within two different settings – Portugal versus Finland – it will be shown that Heavy Metal bands / musicians possess business skills that allow them to manage and conduct both the artistic and business activities of their music business. In some of the cases, it will also be raised their entrepreneurial skills in innovating and finding new ways of reaching the audience and becoming more successful whilst doing what they love the most – making music and playing it live. Keywords Heavy Metal Music, Music Industry, Band Management, Entrepreneurship, Artistic Integrity vii Are Heavy Metal Music Bands/Musicians Managers of their own Music Business? viii Are Heavy Metal Music Bands/Musicians Managers of their own Music Business? Resumo alargado A música é um aspecto importante que ajuda a definir o ser humano. Os vários tipos e estilos de música variam de acordo com a diversidade de culturas, países e história. A diversidade de estilos de música nos dias modernos advém do intercâmbio cultural e da inclusão de elementos culturais de tempos, locais e contexto diferentes, dentro de determinadas práticas culturais (Mäkelä, 2007). Esta diversidade musical leva ao surgimento de uma indústria complexa onde se produzem novos estilos de musica e se criam novas linhas de negócio e inovação. A Indústria da Música é um mundo muito complexo que engloba segmentos muito diferentes e abrangentes, e os quais precisam de exploração académica. A grande maioria dos estudos e/ou abordagens académicas a esta indústria exclusiva têm focado, na sua grande maioria, o lado das editoras discográficas, o seus modelos de negócio, estratégias de marketing e os desafios eminentes, relacionados com as novas tecnologias e Internet, em particular, abordando questões relacionadas com a forma como as empresas discográficas procuram resolver o problemas dos download e partilha ilegal de discos/musica – que são o produto que lhes gera receita e lucro. Do outro lado da moeda, esta gigantesca indústria também inclui todos aqueles que tornam este negócio possível mas que são, muitas vezes, ignorados – os músicos. Qual é o papel dos músicos na indústria da música? Não serão eles um dos elementos chave, actores essenciais em toda a indústria, senão mesmo os elementos mais importantes de sempre? Os artistas são o núcleo de toda a indústria tanto na forma de produco como produtor, deste modo, as suas opiniões e atitudes relativamente ao negócio não devem ser ignoradas. A realidade é que existe um grande número de músicos/bandas sábios e criativos por detrás de um dos géneros musicais mais discriminados em toda a história da música – o Heavy Metal. Tal descriminação deve-se, em parte, aos elevados tons musicais considerados agressivos para os ouvintes mais sensíveis e à sinceridade das letras que, muitas vezes, são consideradas imorais. Estudos diversos têm demonstrado que o Heavy Metal é presentemente considerado como um género musical que gera lucro, e cuja popularidade tem vindo a aumentar por todo o mundo sendo, por isso, considerado música popular. Na Europa, este tipo de música tornou-se mais popular no Norte, principalmente na Noroega, Suécia e Finlândia. Neste último, o género musical intensificou-se e desenvolveu-se a seguir ao ano em que os Lordi ganharam o festival Eurovisão da canção em 2006. Desde então, a Finlândia tem presenciado um contínuo ix Are Heavy Metal Music Bands/Musicians Managers of their own Music Business? crescimento de bandas de Heavy Metal dentro dos diversos sub-géneros, algumas das quais conseguiram sucesso a nível nacional e internacional. Contudo, esta popularidade não se alargou homgéneamente pelo mundo fora nem englobou todos os diversos subgéneros. Por exemplo, em Portugal, assim como na maioria dos países do sul da Europa, este género musical é ainda visto à márgem ou parte de uma sub-cultura. De qualquer modo, estão constantemente a surgir novas bandas de sub-géneros diferentes, algumas ganhando respeito e reconhecimento a nível nacional e internacional, enquanto que outras nunca vêm a sua música lançada por uma discográfica. Atendendo a estas diferenças (considerando tanto o sucesso nacional como internacional deste tipo de bandas), surgem as seguintes questões: Qual o percurso que estas estas bandas/músicos seguem para alcançar os seus objectivos e sonhos? O objectivo deste estudo é compreender como é que as bandas e músicos de Heavy Metal alcançam o sucesso e como é que gerem e conciliam a sua creatividade artistica com a procura comercial. Com isto em mente, o estudo pretende dar uma visão clara das estratégias de gestão adoptadas pelas bandas de Heavy Metal durante o percurso da sua carreira, tanto ao nível nacional como internacional. Seguindo um desenho de pesquisa exploratório e uma análise de estudo de caso multiplo de sete bandas de Heavy Metal de duas realidades distintas – Portugal e Finlândia – irá evidenciar-se que as bandas/músicos nos dois países assumem o papel de gestores das suas carreiras artisticas e da sua actividade de negócio. Mesmo que acabem por contratar profissionais externos para lhes prestarem uma ajuda extra na condução do seu negócio da música, eles mantêm-se sempre informados e ao corrente de tudo o que acontece do lado do negócio, e nunca nada é decidido sem o seu consentimento. Deste modo, é sugerido que estes músicos possuem capacidades de gestão e de negócio, as quais lhes conferem o papel de Gestores da sua própria actividade profissional. Em alguns casos, motivados pela sua paixão pela música
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