Youtube-avtalet : Hur det nya avtalet påverkar de svenska majorbolagens konkurrensfördelar och maktposition

Purpose The purpose of this study is to explain what possibilities the new license between Youtube and Stim can have for Swedish artists and what impact this may have for the Swedish major record labels’ competitive advantage. Based on this, the aim is also to describe how artists' position of power against major record labels may change due to the license. Method The essay is based on an inductive approach. The authors have used a qualitative research method to gain a deeper understanding of the phenomenon investigated. Primary sources have been collected using a variety of interviews from different parts of the Swedish music industry. Conclusion The Swedish major labels still hold a strong position today both when it comes to power balance and attractiveness. However, the authors found that the major record labels attractiveness is weak for smaller artists and bands but stronger for the larger ones. During the study it has been confirmed that major record labels will retain 90 percent of revenue from Youtube, which has led to more artists now questioning whether it is worth giving up so much to be signed to a major record label. More choices for artists have led to other ways for them to build a career as there now exist substitutes for the functions that a major label has today. When barriers to entry the industry has been lower due to the new license there is also a good chance that new players will emerge with more attractive offers than the major record labels