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När vi två blir en: relations- och nätverksbyggande i musikbranschen
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this paper is to investigate and analyze the importance of networking and relationships in the music industry. We also want to see whether these factors have any impact on the Swedish music exports.

These musings have led to the formulation of the following question;


-          How can the musiclabels in the music industry make use of networks and relationships to strengthen the Swedish music exports to the U.S. and make it more efficient?


The essay is written with a qualitative method with an abductive perspective. That’s because our research question has demanded that we get a deeper view of the subject to be able to answer it.

The empirical data is collected through telephone or email interviews. Our interviews have been implemented with people who have the knowledge about and are well versed in the industry.


From the theoretical and empirical analysis, some patterns have emerged. The results show that relationships are very important for the various actors in the music industry and most relationships are based on friendships that go back way in time. The networks that exist are informal, but we would like to point out that there are formal networks, in the form of interest- and membership-organizations. Musiksverige that will be presented in the text further on and has a prominent role in this paper is an example of one of those organizations. Trust and commitment is important in the music industry and that is why we belive the actors usually choose to form businessrelationships with old friends or family.

Throughout the research we have found that the industry would benefit from a more transparent and structured collaboration, but they are required to communicate with each other and not just to different organizations. A more developed co-opetition would also make the industry more efficient. 

Place, publisher, year, edition, pages
2014. , 57 p.
Keyword [sv]
Musikindustri, Nätverk, Relationer, Export, Co-opetition
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-33010OAI: diva2:706020
Subject / course
Business Administration - Marketing
Educational program
Music & Event Management Programme, 180 credits
Available from: 2014-03-19 Created: 2014-03-18 Last updated: 2014-03-19Bibliographically approved

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