When 2 become 1 : En studie kring betydelsen av samarbeten mellan artister och företag

The aim of this study is to create understanding of why companies should collaborate with artists and how artists and businesses build strong partnerships. We also want to understand the development of relations between the music industry and companies, together with the problems, possibilities and implications it has for both artists and corporate identity and brand. The music industry has been changing rapidly during the digital revolution and new problems and opportunities have emerged which the music industry can choose to either embrace or renounce. This study is made with a qualitative approach based on interviews with relevant individuals from the music industry. We have carefully chosen these individuals to counterpart different segments of the music industry and to execute our purpose from various perspectives. On account of the qualitative approach of the study it is not our intention to generalize the results. Although we have recognized some tendencies that the digital revolution has had a strong and important impact on how marketers in the music industry has to work with marketing artists and music. This will be further examined in chapter six where we intend to explain our conclusions