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Skivbolagsbranschen Och Internet Södertörns högskola | Institutionen för ekonomi och företagande Kandidatuppsats 15 hp | Marknadsföring | Vårterminen 2009 Skivbolagsbranschen och Internet – en jämförelse mellan major- och indiebolag Av: Johan Sundblom, Mathias Lindqvist Handledare: Lars Vigerland 2009-07-09 Handledare Lars Vigerland Södertörns Högskola Kandidatuppsats i Marknadsföring Skivbolagsbranschen och internet en jämförelse mellan major- och indiebolag Författare: Johan Sundblom Mathias Lindqvist Handledare: Lars Vigerland Johan Sundblom 850612-9017 Mathias Lindqvist 850509-3271 2009-07-09 Handledare Lars Vigerland Sammanfattning Titel: Skivbolagsbranschen och Internet – en jämförelse mellan major- och indiebolag Författare: Johan Sundblom, Mathias Lindqvist Handledare: Lars Vigerland Institution: Institutionen för ekonomi och företagande, Södertörns högskola Kurs: Kandidatuppsats i företagsekonomi, 15 poäng Syfte: Att analysera och klargöra skillnader mellan major- och indiebolags användning av, och attityder gentemot, Internet och internetbaserade tekniker som marknadsförings- och distributionskanal. Metod: Vi använder oss av en till största delen kvalitativ metod, dock med vissa kvantitativa inslag. Intervjuer har genomförts med fyra skivbolag, två indiebolag och två majorbolag. Även observationer av skivbolagens verksamhet på Internet har utförts. Slutsatser: Ett antal skillnader har kunnat utläsas efter utförd studie. Indiebolagen står i högre grad än majorbolagen för utveckling och innovation i branschen. Marknadsföringsmässigt så använder sig indiebolagen i större utsträckning än majorbolagen av nätverkstjänster som Myspace och Facebook. Dock står branschen inför ett paradigmskifte där ingen riktigt vet hur man ska marknadsföra sig på bästa sätt i framtiden. Johan Sundblom 850612-9017 Mathias Lindqvist 850509-3271 2009-07-09 Handledare Lars Vigerland Abstract Title: The Music Industry and the Internet –A Comparison between Major and Indie Labels Authors: Johan Sundblom & Mathias Lindqvist Tutor: Lars Vigerland Institution: The Institution of Economics and Finance Purpose: To analyze and clarify differences between indie and major labels in the use of and attitude towards the Internet as a marketing and distribution channel. Method: In this study, we use mostly qualitative but also quantitative methods. Representatives from four record labels, two indie and two major labels have been interviewed, and we have also examined the companies’ activities on the Internet. Conclusions: This study points to a number of differences between indie and major labels. Indie labels are generally more open to business development and innovation. As for marketing, indie labels make use of web services such as Myspace and Facebook to a greater extent than major labels. However, the whole industry is heading towards a future where no company really knows how to best market its products. Johan Sundblom 850612-9017 Mathias Lindqvist 850509-3271 2009-07-09 Handledare Lars Vigerland Innehållsförteckning 1 Introduktion..................................................................................................................................... 1 1.1 Inledning .................................................................................................................................. 1 1.2 Bakgrund.................................................................................................................................. 2 1.3 Problemdiskussion ................................................................................................................... 7 1.4 Problemformulering ............................................................................................................... 10 1.5 Syfte....................................................................................................................................... 10 1.6 Avgränsningar ........................................................................................................................ 10 2 Metod............................................................................................................................................ 11 2.1 Övergripande metod .............................................................................................................. 11 2.2 Intervjuer ............................................................................................................................... 12 2.3 Observationer av skivbolagens verksamhet på Internet.......................................................... 13 2.4 Validitet.................................................................................................................................. 14 2.5 Reliabilitet.............................................................................................................................. 15 2.6 Metodkritik ............................................................................................................................ 15 3 Teori .............................................................................................................................................. 16 3.1 Samarbetsmodellen................................................................................................................ 16 3.2 Eldsjälar och förändring som drivkraft .................................................................................... 17 3.3 Produkt/marknadsmatrisen.................................................................................................... 18 3.4 Distributionsmönster ............................................................................................................. 19 4 Empiri ............................................................................................................................................ 22 4.1 Intervjuer ............................................................................................................................... 22 4.2 Observationer ........................................................................................................................ 34 5 Analys ............................................................................................................................................ 44 5.1 Utveckling och innovation ...................................................................................................... 44 Johan Sundblom 850612-9017 Mathias Lindqvist 850509-3271 2009-07-09 Handledare Lars Vigerland 5.2 Arbetet med artister på Internet ............................................................................................ 45 5.3 Distribution ............................................................................................................................ 46 5.4 Kommunikation...................................................................................................................... 48 6 Slutdiskussion ................................................................................................................................ 51 6.1 Slutsatser ............................................................................................................................... 51 6.2 Förslag till vidare forskning..................................................................................................... 52 7 Källor ............................................................................................................................................. 53 7.1 Vetenskapliga artiklar............................................................................................................. 53 7.2 Tryckta källor.......................................................................................................................... 54 7.3 Elektroniska källor .................................................................................................................. 54 8 Bilagor............................................................................................................................................ 56 8.1 Intervjumall............................................................................................................................ 56 8.2 Intervjuer ............................................................................................................................... 57 Figurförteckning Figur 1; Marknadsandelar i skivbolagsbranschen...................................................................................... 2 Figur 2; Förändring av skivförsäljning i världen, beräknat i miljarder dollar............................................... 3 Figur 3; Kommunikationsmöjligheter ....................................................................................................... 5 Figur 4; Den traditionella värdekedjan ..................................................................................................... 9 Figur 5; Den framtida värdekedjan........................................................................................................... 9 Figur 6; Checklista.................................................................................................................................. 14 Figur 7; Kommunikationsmodellen, Graham et al................................................................................... 16 Figur 8; Produkt/marknadsmatrisen....................................................................................................... 18 Figur 9; Distributionsmönster ...............................................................................................................
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