Walden University ScholarWorks Walden Dissertations and Doctoral Studies Walden Dissertations and Doctoral Studies Collection 2018 Music Artists' Strategies to Generate Revenue Through Technology Kalilu Kamara II Walden University Follow this and additional works at: https://scholarworks.waldenu.edu/dissertations Part of the Advertising and Promotion Management Commons, Business Administration, Management, and Operations Commons, Management Sciences and Quantitative Methods Commons, Marketing Commons, and the Music Commons This Dissertation is brought to you for free and open access by the Walden Dissertations and Doctoral Studies Collection at ScholarWorks. It has been accepted for inclusion in Walden Dissertations and Doctoral Studies by an authorized administrator of ScholarWorks. For more information, please contact [email protected]. Walden University College of Management and Technology This is to certify that the doctoral study by Kalilu Kamara has been found to be complete and satisfactory in all respects, and that any and all revisions required by the review committee have been made. Review Committee Dr. Elisabeth Musil, Committee Chairperson, Doctor of Business Administration Faculty Dr. Denise Hackett, Committee Member, Doctor of Business Administration Faculty Dr. Rocky Dwyer, University Reviewer, Doctor of Business Administration Faculty Chief Academic Officer Eric Riedel, Ph.D. Walden University 2018 Abstract Music Artists’ Strategies to Generate Revenue Through Technology by Kalilu Kamara II MS, Walden University, 2013 BS, California State University, Sacramento, 2007 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University July 2018 Abstract Music streaming services are increasing, compact discs (CDs) and digital download sales are declining, and many music artists are becoming affected by this positive shift in music technology. Music streaming revenue does not compensate for the decrease in revenue from CDs and paid downloads. Based on organizational configuration theory (OCT), the purpose of this multiple case study was to explore the technology and marketing strategies that small business music artists used to generate sales revenue from the Internet. Six small business music artists who were 18 years or older with different music revenue streams participated in semistructured interviews. These small business music artists provided detailed information on the technology and marketing strategies they used to generate sales revenue from the Internet. The data collection process for this study included semistructured interview data and participant observations. The data analysis process included methodological triangulation of the interview data and participant observation data to identify themes for the study. Seven themes identified were having a marketing budget, social media, recording studio sessions, digital distribution, SoundExchange, music licensing, and corporate sponsorships. These data may contribute to positive social change by helping small business music artists sustain operations in the music industry. Music Artists’ Strategies to Generate Revenue Through Technology by Kalilu Kamara II MS, Walden University, 2013 BS, California State University, Sacramento, 2007 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University July 2018 Dedication I dedicate this study to all independent music artists who have a dream of becoming successful in the music industry. Being an independent artist can be challenging if artists do not have the knowledge and support they need to remain independent. It takes hard work and dedication to stay devoted to a dream that artists are pursuing. I hope this study gives independent music artists the tools they need to remain independent and sustain in the music industry. I also dedicate this study to all foster youth pursuing higher education with the ambition to stay positive and transform their lives. Acknowledgments I want to thank my Chair Dr. Elisabeth Musil, my second Chair Dr. Denise Hackett, and the University Research Reviewer Dr. Rocky Dwyer for giving me the guidance and support I needed on this doctoral journey. I also want to acknowledge my father Kalilu Kamara from Sierra Leone, rest in peace. My father attended California State University, Long Beach on a student visa and obtained his bachelor's degree in Engineering. He always instilled in me the principles of knowledge and working hard, and for that I am grateful. I want to thank my mother Billie Jo Kamara for motivating me to go to college. I never would have imagined that I would make it this far. Last but not least, I want to acknowledge the Ronald E. McNair Scholars Program at California State University, Sacramento. I was selected out of 28,000 students to be a McNair Scholar. The goal of the program is for students to obtain a doctoral degree, and I am genuinely proud to be a Sacramento State McNair Scholar and also a scholar-practitioner at Walden University. Table of Contents Section 1: Foundation of the Study ......................................................................................1 Background of the Problem ...........................................................................................1 Problem Statement .........................................................................................................1 Purpose Statement ..........................................................................................................2 Nature of the Study ........................................................................................................2 Research Question .........................................................................................................4 Interview Questions .......................................................................................................4 Conceptual Framework ..................................................................................................4 Operational Definitions ..................................................................................................6 Assumptions, Limitations, and Delimitations ................................................................7 Assumptions ............................................................................................................ 7 Limitations .............................................................................................................. 7 Delimitations ........................................................................................................... 8 Significance of the Study ...............................................................................................8 A Review of the Professional and Academic Literature ................................................9 Transition .....................................................................................................................43 Section 2: The Project ........................................................................................................45 Purpose Statement ........................................................................................................45 Role of the Researcher .................................................................................................45 Participants ...................................................................................................................48 Research Method and Design ......................................................................................49 i Research Method .................................................................................................. 49 Research Design.................................................................................................... 50 Population and Sampling .............................................................................................52 Ethical Research...........................................................................................................53 Data Collection Instruments ........................................................................................55 Data Collection Technique ..........................................................................................57 Data Organization Technique ......................................................................................58 Data Analysis ...............................................................................................................59 Reliability and Validity ................................................................................................61 Reliability .............................................................................................................. 61 Validity ................................................................................................................. 62 Transition and Summary ..............................................................................................64 Section 3: Application to Professional Practice and Implications for Change ..................65 Introduction ..................................................................................................................65 Presentation of the Findings.........................................................................................66 Implications for Social Change ....................................................................................96