Browsing by Author "Pienaar, Cilnette"
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- ItemUsing the Business model canvas to explore how independent South African musicians do music-as-business(Stellenbosch : Stellenbosch University, 2016-03) Pienaar, Cilnette; Roux, Gerhard; Human, Debbie; Stellenbosch University. Faculty of Arts and Social Sciences. Department of Music.ENGLISH ABSTRACT: The international and South African music industry value chain is continuously being redefined. These changes that require a new way of thinking about music as a product are primarily driven by the development of technology that continuously influence the production and marketing of music. This study explores how independent musicians in South Africa currently view their music careers from a business perspective in the midst of this industry revolution. It uses the nine dimensions of the BUSINESS MODEL CANVAS as a discussion framework throughout the study. Eight interviews were conducted with independent South African musicians who arc making music as an income-generating career. Thematic: content analysis of the transcribed interviews was done with the LEXIMANCER software programme. The theme of live performance is highlighted as the most important revenue stream for independent musicians. The quality and uniqueness of music as a product and the musical diversity of tl1e musician are highlighted as important themes to determine value proposition drivers. These two insights seem to influence how independent artists currently think about the compilation of the rest of the BUSINESS MODEL CANVAS. An outcome of the study is a diagram highlighting key themes to consider when developing a BUSINESS MODEL CANVAS for independent musicians in South Africa.