The Significance of Digital Network Platforms to Enforce Musicians’ Entrepreneurial Role: Assessing Musicians’ Satisfaction in Using Mobile Applications

Ofilia Psomadaki, Maria Matsiola, Charalampos A. Dimoulas and George M. Kalliris
Additional contact information
Ofilia Psomadaki: School of Music Arts and Science, University of Macedonia, 156 Egnatia Street, 54636 Thessaloniki, Greece
Maria Matsiola: Department of Communication and Digital Media, University of Western Macedonia, 52100 Kastoria, Greece
Charalampos A. Dimoulas: Faculty of Economic and Political Sciences, School of Journalism and Mass Communications, Aristotle University of Thessaloniki, 54636 Thessaloniki, Greece
George M. Kalliris: Faculty of Economic and Political Sciences, School of Journalism and Mass Communications, Aristotle University of Thessaloniki, 54636 Thessaloniki, Greece

Sustainability, 2022, vol. 14, issue 10, 1-17

Abstract: Digital entrepreneurship through the employment of smartphones and other handheld device applications is an innovative form of customer approach. Particularly, in the cultural marketing sector, new technologies, such as social media, YouTube channels, and mobile applications may increase the artists’ visibility and attract new partnerships and audiences. In this framework, entrepreneurs-musicians who attended a seminar on Management of Cultural Heritage, Communication and Media in Greece were asked to promote their activities through the creation of a smartphone application. After having completed their endeavor and further evaluated it, they participated in qualitative research based on the theory of experts’ interviews, as a case study. The aim of this paper, through thematic analysis of the conducted interviews, is to reflect upon the dynamics of new technologies in music entrepreneurship. As derived by the analysis, the use of mobile applications may effectively approach prospective partnerships and audiences, especially if combined with other contemporary forms of communication, and results in presenting enhanced professionalism. Audience engagement, which is an issue that is sought while attempting to optimize promotion processes, may be achieved if a further practice is performed. As the research was conducted during the COVID-19 pandemic, the demand for this form of making publicly known their artwork was considered essential.

Keywords: mobile applications; musicians’ entrepreneurship; digital networks; music distribution; artwork distribution; disintermediation (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://www.mdpi.com/2071-1050/14/10/5975/pdf (application/pdf)
https://www.mdpi.com/2071-1050/14/10/5975/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:14:y:2022:i:10:p:5975-:d:815775

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().