dc.contributor.advisor | Roux, Gerhard | en_ZA |
dc.contributor.advisor | Human, Debbie | en_ZA |
dc.contributor.author | Pienaar, Cilnette | en_ZA |
dc.contributor.other | Stellenbosch University. Faculty of Arts and Social Sciences. Department of Music. | en_ZA |
dc.date.accessioned | 2016-03-09T14:32:18Z | |
dc.date.available | 2016-03-09T14:32:18Z | |
dc.date.issued | 2016-03 | |
dc.identifier.uri | http://hdl.handle.net/10019.1/98548 | |
dc.description | Thesis (MMus)--Stellenbosch University, 2016. | |
dc.description.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. | en_ZA |
dc.description.abstract | 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. | af_ZA |
dc.description.uri | Thesis (MMus)--Stellenbosch University, 2016. | |
dc.format.extent | 113 pages | |
dc.language.iso | en_ZA | en_ZA |
dc.publisher | Stellenbosch : Stellenbosch University | |
dc.subject | Music -- South African | en_ZA |
dc.subject | UCTD | |
dc.subject | Music trade | |
dc.title | Using the Business model canvas to explore how independent South African musicians do music-as-business | en_ZA |
dc.type | Thesis | en_ZA |
dc.rights.holder | Stellenbosch University | |