IDEAS home Printed from https://ideas.repec.org/a/sae/jouent/v2y2016i2p136-160.html
   My bibliography  Save this article

Leveraging Technology to Bridge the Gap between Independent Artists and Reaching the Right Consumer

Author

Listed:
  • Arthur Price

Abstract

The South African independent artists have struggled to reach the right consumer and optimally utilise digital distribution through social media. This is in large due to the segmented nature of the South African consumer. A case study analysis of Rymklets Republiek was performed. They are a niche market digital distributor with a key focus on Afrikaans hip hop and independent artists. The relationship between the digital distributor, independent artist and website visitors is analysed, because it is believed that a digital distributor with a niche market focus offers greater benefit to the independent artist. This study aims to improve the understanding of the benefits that niche market digital distributors can provide independent artists with from their activities and in turn provide growth for the artists brand and popularity by being associated with it. Segmentation between cultural and the target market’s income bracket will provide the independent artist clear insight into understanding how to reach the right consumer and use this information to create a sustainable revenue source through sale of their music. It is argued that for South African independent artists, the concept of ‘going viral’ is detrimental to their earning potential. It is recommended that through the establishment of enterprise models (brands) designed to attract the right consumer leveraging existing technologies, their earning potential would increase.

Suggested Citation

  • Arthur Price, 2016. "Leveraging Technology to Bridge the Gap between Independent Artists and Reaching the Right Consumer," Journal of Entrepreneurship and Innovation in Emerging Economies, Entrepreneurship Development Institute of India, vol. 2(2), pages 136-160, July.
    • Handle: RePEc:sae:jouent:v:2:y:2016:i:2:p:136-160
    DOI: 10.1177/2393957516646499
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/2393957516646499
    Download Restriction: no
    File URL: https://libkey.io/10.1177/2393957516646499?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Jean‐Luc Arregle & Michael A. Hitt & David G. Sirmon & Philippe Very, 2007. "The Development of Organizational Social Capital: Attributes of Family Firms," Journal of Management Studies, Wiley Blackwell, vol. 44(1), pages 73-95, January.
    2. Jean-Luc Arrègle & Michael Hitt & David Sirmon & Philippe Véry, 2007. "The Development of Organizational Social Capital : Attributes of Family Firms," Post-Print hal-02312687, HAL.
    3. Miguel Rivera-Santos & Diane Holt & David Littlewood & Ans Kolk, 2015. "Social Entrepreneurship in Sub-Saharan Africa," Post-Print hal-02311966, HAL.
    4. Miguel Rivera-Santos & Diane Holt & David Littlewood & Ans Kolk, 2015. "Social Entrepreneurship in Sub-Saharan Africa," Post-Print hal-02276715, HAL.
    5. Andrew Leyshon, 2001. "Time–Space (and Digital) Compression: Software Formats, Musical Networks, and the Reorganisation of the Music Industry," Environment and Planning A, , vol. 33(1), pages 49-77, January.
    6. Brian J. Hracs, 2012. "A Creative Industry in Transition: The Rise of Digitally Driven Independent Music Production," Growth and Change, Wiley Blackwell, vol. 43(3), pages 442-461, September.
    7. Andrew Leyshon, 2009. "The Software Slump?: Digital Music, the Democratisation of Technology, and the Decline of the Recording Studio Sector within the Musical Economy," Environment and Planning A, , vol. 41(6), pages 1309-1331, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Joan-Lluis Capelleras & Ignacio Contín-Pilart & Martin Larraza-Kintana, 2011. "Publicly Funded Prestart Support for New Firms: Who Demands it and How it Affects Their Employment Growth," Environment and Planning C, , vol. 29(5), pages 821-847, October.
    2. Luis Araya-Castillo & Felipe Hernández-Perlines & Hugo Moraga & Antonio Ariza-Montes, 2021. "Scientometric Analysis of Research on Socioemotional Wealth," Sustainability, MDPI, vol. 13(7), pages 1-26, March.
    3. Julia VINCENT PONROY & Patrick LÊ & Camille PRADIES, 2019. "In a Family Way? A Model of Family Firm Identity Maintenance by Non-Family Members," Working Papers 2019-015, Department of Research, Ipag Business School.
    4. Jean–Luc Arregle & Bat Batjargal & Michael A. Hitt & Justin W. Webb & Toyah Miller & Anne S. Tsui, 2015. "Family Ties in Entrepreneurs’ Social Networks and New Venture Growth," Entrepreneurship Theory and Practice, , vol. 39(2), pages 313-344, March.
    5. Adu-Gyamfi, Richard & Kuada, John & Asongu, Simplice, 2018. "An Integrative Framework for Entrepreneurship Research in Africa," MPRA Paper 89133, University Library of Munich, Germany.
    6. Vuong, Quan-Hoang & Huyen, Nguyen Thanh Thanh & Pham, Thanh-Hang & Phuong, Luong Anh & Nguyen, Minh-Hoang, 2020. "Mapping the intellectual and conceptual structure of research on gender issues in the family business: A bibliometric review," OSF Preprints jgnrw, Center for Open Science.
    7. Emiel L. Eijdenberg & Kathrin Borner, 2017. "The Performance Of Subsistence Entrepreneurs In Tanzania’S Informal Economy," Journal of Developmental Entrepreneurship (JDE), World Scientific Publishing Co. Pte. Ltd., vol. 22(01), pages 1-22, March.
    8. Tommaso Pucci & Mara Brumana & Tommaso Minola & Lorenzo Zanni, 2020. "Social capital and innovation in a life science cluster: the role of proximity and family involvement," The Journal of Technology Transfer, Springer, vol. 45(1), pages 205-227, February.
    9. Mike W. Peng & Wei Sun & Cristina Vlas & Alessandro Minichilli & Guido Corbetta, 2018. "An Institution-Based View of Large Family Firms: A Recap and Overview," Entrepreneurship Theory and Practice, , vol. 42(2), pages 187-205, March.
    10. Rodrigo Basco & Andrea Calabrò, 2017. "“Whom do I want to be the next CEO?” Desirable successor attributes in family firms," Journal of Business Economics, Springer, vol. 87(4), pages 487-509, May.
    11. Debicki, Bart J. & Kellermanns, Franz W. & Chrisman, James J. & Pearson, Allison W. & Spencer, Barbara A., 2016. "Development of a socioemotional wealth importance (SEWi) scale for family firm research," Journal of Family Business Strategy, Elsevier, vol. 7(1), pages 47-57.
    12. Sabatini, Fabio, 2010. "Questionario e guida pratica per la misurazione del capitale sociale [Questionnaire and Guide Book for the Measurement of Social Capital]," MPRA Paper 21355, University Library of Munich, Germany.
    13. Julie Dekker & Tim Hasso, 2016. "Environmental Performance Focus in Private Family Firms: The Role of Social Embeddedness," Journal of Business Ethics, Springer, vol. 136(2), pages 293-309, June.
    14. Backman, Mikaela & Palmberg, Johanna, 2015. "Contextualizing small family firms: How does the urban–rural context affect firm employment growth?," Journal of Family Business Strategy, Elsevier, vol. 6(4), pages 247-258.
    15. Lidia Mannarino & Valeria Pupo & Fernanda Ricotta, 2016. "Family Firms and Productivity: The Role of Institutional Quality," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(10), pages 343-343, September.
    16. Nasser Saad Al Kahtani & Sulphey M. M., 2022. "A Study on How Psychological Capital, Social Capital, Workplace Wellbeing, and Employee Engagement Relate to Task Performance," SAGE Open, , vol. 12(2), pages 21582440221, May.
    17. Gottschalck, Nicole & Guenther, Christina & Kellermanns, Franz, 2020. "For whom are family-owned firms good employers? An exploratory study of the turnover intentions of blue- and white-collar workers in family-owned and non-family-owned firms," Journal of Family Business Strategy, Elsevier, vol. 11(3).
    18. Alfredo De Massis & Emanuela Rondi, 2020. "Covid‐19 and the Future of Family Business Research," Journal of Management Studies, Wiley Blackwell, vol. 57(8), pages 1727-1731, December.
    19. Miller, Danny & Amore, Mario Daniele & Quarato, Fabio & Corbetta, Guido, 2022. "Family Ownership Dispersion and Dividend Payout in Family Firms," Journal of Family Business Strategy, Elsevier, vol. 13(3).
    20. Wouter Broekaert & Petra Andries & Koenraad Debackere, 2016. "Innovation processes in family firms: the relevance of organizational flexibility," Small Business Economics, Springer, vol. 47(3), pages 771-785, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:jouent:v:2:y:2016:i:2:p:136-160. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: http://www.ediindia.org/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.