The importance of entrepreneurship and branding for growth in the digital music industry : A qualitative study from an entrepreneurial and brand perspective in relation to the music industry's digital transformation

We have identified entrepreneurial methods and brand strategy as significant factors for growth in the music industry. The digital transformation is marked by innovation, knowledge orientation, networking and brand awareness. Authenticity, identity and distinctiveness are the primary factors for success, both in terms of increasing listenership and collaboration with companies for business purposes. In conclusion, the study shows that growth in the changing music industry means to approach a combination of administrative,creative and marketing tasks.