Using the Business model canvas to explore how independent South African musicians do music-as-business

Abstract

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.

AFRIKAANSE OPSOMMING: Die besigheidsmodel van die internasionale en Suid-Afrikaanse musiekindustrie word voortdurend herdefinieer. Die veranderinge wat 'n nmve besigheidsmodel vir musiek as 'n produk genoodsaak word hoofsaaklik gedryf deur tegnologiese ontwikkelinge wat 'n invloed het op die produksie en bemarkings van musiek. Hierdie studie ondersoek hoe onafhanklike musikante in Suid Afrika te midde van hierdie industrie omwentelinge dink oor hulle musiekloopbane vanuit 'n besigheidsmodel perspektief. Die nege dimensies van die Business Model Canvas word regdeur die studio as besprekings-raamverk gcbruik. Agt onderhoud is gevoer met onafhanklike musikante in Suid Afrika. Tematiese inhouds-analise van die getranskribeerde onderhoude is gedoen met die LEXIMANCER sagteware program. Die tema van lewendige optrede is uitgelig as die belangrikste inkomste-stroom vir onafhanklike musikante. Die kwaliteit en uniekheid van musiek as 'n produk, asook die musikale diversiteit van die musikant, word uitgelig as belangrike temas om waarde-proposisie drywers tc bepaal Hierdie twee insigte blyk of dit beinvloed hoe onafhanklike musikante huidiglik dink oor die samestelling van die res van die Business Model Canvas. 'n Uitkoms van die studie is 'n diagram wat kern temas uitlig om in ag te neem wanneer 'n Business Model Canvas vir onafhanklike kunstenaars in Suid Afrika ontwikkel word.