The music industry

Get Complete Project Material File(s) Now! »

Empirical Findings

In this chapter, we present our empirical findings. Our empirical findings consist of the results from our interviews with different prominent people in the Swedish music industry. On each question, we have taken quotes from people interviewed from all the five different parts of the industry (PR, Record Label, Manager, Live Booking Companies, Artists). The quotes are followed by a combined summary of all the interviews made on the particular question.
Our interviews was conducted with the following people:
(All the gathered Interview questions is found in appendix 1&2)
PR:
Ozkar Hamberg, PR Manager – Ibeyostudio
Magnus Högmyr, PR Manager – Playground Music
Management:
Anna Arvidsson, Manager for the band “Hoffmaestro” Henrik Augustin, Manager – Mr Radar Music
Live Booking Companies:
Robin Sumpton, Live Booking Agent – Luger
Johan Lindqvist, Live Booking Agent – Blixten & Co
Lars Rixon, Live Booking Agent – United Stage
Record Labels:
Fredrik Ekander, CEO – Razzia Records
Hedda Båverud Olsson, Promotion Manager – EMI Music Sweden
John Gardnert, Co-leader – Hybrism Records
Artists:
Peder Stenberg, Singer in the band “Deportees”
Emanuel Lundgren, Singer in the band “I’m from Barcelona”
Tobias Olofsson, Bass Player in the band “Casual Friday”

Question 1:

Describe your role towards the artist within the music industry?
PR –
– “We handle all connection between the press and media for our artists such as TV and interview enquires.”
Ozkar Hamberg, PR Manager – Ibeyostudio
(O. Hamberg, personal communication, 2010-04-14)
– “I simply help the artists to reach out”
Magnus Högmyr, PR Manager – Playground Music (M. Högmyr, personal communication, 2010-04-20)
Management –
– “I am like a consultant to the band. Me and the band are like a company, we have a board meeting every month were we decide and make plans for the future.”
Anna Arvidsson, Manager for the band “Hoffmaestro” (A. Arvidsson, personal communication, 2010-04-11)
– “I am a business consultant and helps the artists to make business decisions. I also help the artists careers creatively.”
Henrik Augustin, Manager – Mr Radar Music
(H. Augustin, personal communication, 2010-04-13)
Live Booking Company –
– “Our role varies from between different artists. There is a grey area between the responsibilities between live booking agents and managers. Our role is much more influential for artists who does not have a management.“
Robin Sumpton, Live Booking Agent – Luger
(R. Sumpton, personal communication, 2010-04-12)
– “I am an live music agent for a couple of Swedish artists. It means that I handle the artist’s live performances and similar matters.”
Johan Lindqvist, Live Booking Agent – Blixten & Co (J. Lindqvist, personal communication, 2010-04-14)
Record Label –
– “We are an indie-label with a lot of different sectors. We are a classic record label to some extent, but we also handle live booking and management enquiries for some artists.“
John Gardnert, Co-leader of Hybrism Records
(J. Gardnert, personal communication, 2010-05-14)
– “We mediate between the media and the artists so that the artists reaches out to the right platforms.”
Hedda Båverud Olsson, Promotion Manager – EMI Music Sweden (H. Båverud Olsson, personal communication, 2010-04-14)
Artist – This question was not asked to the artists because it was not relevant for them because they are the artists.
Summary of results from the interviews:
The Record Label people all told us that they are a mediator between the media and the artists, but they sometimes also works as managers for the artists that do not have a management (J. Gardnert, personal communication, 2010 -05-14). Both the managers we interviewed compared their role towards the artist as a business consultant but those they also tries to help the artist creatively.
The Live Booking Agents we interviewed all told us that they are in charge of the artists live bookings and performances. The live booking agents agreed upon that there is a fuzzy line between the responsibilities between the live booking agents and the managers. Sometimes the live booking agents work more as a manager for artists that does not have a management, similar to what the record labels pointed out. They also stressed that the live booking companies they work for also arranges own concerts and festivals with both their own artists and others. PR handled all press and media enquiries for the artists, helping the artist to reach out in the right manner.

Question 2:

What do you think is the most important factor in the process of branding an artist?
PR –
– “It is important that the artist has something that affects me either in his/her music or personality and vision that communicates with the audience.”
Magnus Högmyr, PR Manager – Playground Music
(M. Högmyr, personal communication, 2010-04-20)
– “The artist’s credibility no matter which genre the artist is in.”
Ozkar Hamberg, PR Manager – Ibeyostudio
(O. Hamberg, personal communication, 2010-04-14)
Management –
– “The combination of creating great music together with a natural charisma that stands out. The music is still the foundation of an artist, if the music is not good then it will never work in the long run. I personally believe that it is important that an artist is credible. I do not work with fabricated artists.”
Henrik Augustin, Manager – Mr Radar Music
(H. Augustin, personal communication, 2010-04-13)
– “The most important factor is for all parts of the artist’s team to work towards a common long term goal.”
Anna Arvidsson, Manager for the band “Hoffmaestro”
(A. Arvidsson, personal communication, 2010-04-11)
Live Booking Company –
– “You cannot fool the audience and create an artist that is not for real and does not stand for what he/she represents. The audience notices this pretty fast.”
Johan Lindqvist, Live Booking Agent – Blixten & Co (J. Lindqvist, personal communication, 2010-04-14)
– “Talent is of course important but credibility toward the audience is the most important factor no matter if the artist is “Kent” or “Markoolio”.
Lars Rixon, Live Booking Agent – United Stage (L. Rixon, personal communication, 2010- 04-13)
Record Label –
– “I believe it is important for an artist to have some kind of special “it” factor about them. It could have something to do with the artist’s music or expression that get people interested. Some artist’s could look good and sound good but lack the “it” factor which makes me not wanting to read more about them.“
Hedda Båverud Olsson, Promotion Manager – EMI Music Sweden (H. Båverud Olsson, personal communication, 2010-04-14)
– “The most important factor is always to make good music. You could figure out clever marketing strategies but in the end, the artist has to deliver something that the audience wants to listen to.”
Fredrik Ekander, CEO – Razzia Records
(F. Ekander, personal communication, 2010-05-06)
Artist –
– “The band “Glasvegas” is a good example of what I believe is important. There is a connection with substance between the bands music and their image.“
Peder Stenberg, Singer in the band “Deportees”
(P. Stenberg, personal communication, 2010-04-12)
– “You often feel if the artist is authentic. Their aim is not to make money. What a genuine artist is depends on taste, an authentic artist to me might not be authentic to you.”
Emanuel Lundgren, Singer in the band “I´m from Barcelona” (E. Lundgren, personal communication, 2010-04- 13)
Summary of results from the interviews:
All the interviews conducted in this question started off with the same answer, namely that the most important factor in branding an artist is the music. You can market an artist in an innovative and great fashion but in the end, it is the music people want to listen to (F. Ekander, personal communication, 2010- 05-06). The other two people from the record labels that were interviewed also told us about the importance for an artist to have the “it” factor about them and the importance of finding the right record label “family” to handle their career. Management pointed out the importance for the people around the artist to work together to a long-term goal and stressed the significance for an artist to be authentic and credible together with making great music as the most important factor (H. Augustin, personal communication, 2010-04-13).
The live booking agents had the same view on the matter and thought authenticity and credibility to be the most important factors. They pointed out that the genre does not matter, a goofy clown artist like “Markoolio” could be as authentic as the more seriously acclaimed band “Kent”, the artist just have to be credible to their audience. The PR people, like the live booking agents, told us the most important factor is the authenticity and credibility regardless of the artist’s genre. They also stressed the importance for an artist to have something that moves you, either in their music or personality. The artists themselves believe that the most important factor is to have a strong artist in the beginning and then build from there; they mention “Madonna” as an example. The band “Glasvegas” was mentioned as a great example, where you can feel that there is a substance and connection between the artist’s expression and image (P. Stenberg, personal communication, 2010-04-12).

Question 3:

What is an authentic artist in your opinion?
PR –
– “An authentic artist is credible towards both themselves and their audience. It also depends on what you are trying to achieve. To, for example, appear on the television series “Big Brother” could be great for a certain type of artist but devastating for another kind.”
Ozkar Hamberg, PR Manager – Ibeyostudio
(O. Hamberg, personal communication, 2010-04-14)
– “I do not really believe there are an authentic artist. All artists want to convey something and be appreciated for what they do. An authentic artist to me is an artist that stand in front of an audience and sings:”
Magnus Högmyr, PR Manager – Playground Music
(M. Högmyr, personal communication, 2010-04-20)
Management –
– “An authentic artist is someone who can stand by what they are doing and saying. You do not have to make your own music to be authentic in my opinion. Lady Gaga and Madonna, for example, do not write their own music, but they are still considered authentic.”
Henrik Augustin, Manager – Mr Radar Music
(H. Augustin, personal communication, 2010-04-13)
– “The live performance is the most important factor. Every artist should deliver a live performance with passion.”
Anna Arvidsson, Manager for the band “Hoffmaestro”
(A. Arvidsson, personal communication, 2010-04-11)
Live Booking Company –
– “An authentic artist makes good music and has a clear vision of what he/she wants to achieve.”
Robin Sumpton, Live Booking Agent – Luger
(R. Sumpton, personal communication, 2010-04-12)
– “It is important for many artists to have something to tell, it is important for an artist to identify themselves.”
Lars Rixon, Live Booking Agent – United Stage (L. Rixon, personal communication, 2010- 04-13)
Record Label –
– “An authentic artist knows what he/she wants and what is important. It is crucial for an artist to keep his/her integrity intact in order to be considered authentic.”
Fredrik Ekander, CEO – Razzia Records
(F. Ekander, personal communication, 2010-05-06)
– “Authenticity means that it should be genuine and honest. Every artist has an artist and personal persona. It is important that the artist stands for his/her artist persona.”
John Gardnert, Co-leader of Hybrism Records
(J. Gardnert, personal communication, 2010-05-14)
Artist –
– “You often feel if an artist is authentic. The propulsion is not to make money. What a genuine artist is depends on taste, what is authentic to me maybe is not to you.“
Emanuel Lundgren, Singer in the band “I´m from Barcelona” (E. Lundgren, personal communication, 2010-04- 13)
– “An authentic artist is uncompromising, do what he/she wants and does not follow a pre-calculated plan”
Peder Stenberg, Singer in the band “Deportees”
(P. Stenberg, personal communication, 2010-04-12)
Summary of results from the interviews:
People interviewed from the record labels believed an authentic artist is an artist that stands for what he/she believes and know what he/she wants. An authentic artist should be genuine and honest (J. Gardnert, personal communication, 2010-05-14). An authentic artist has to keep his/her integrity intact (F. Ekander, personal communication, 2010- 05-06). While (H. Augustin, personal communication, 2010- 04-13) believes that an authentic artist should stand for what they are doing and saying, but he does not believe artists has to write their own songs to be considered authentic. He brings up world famous artists “Lady Gaga” and “Madonna” as two examples of artists that does not write their own music but still is considered authentic. He believes this is because Madonna has renewed her image and music over her whole career in a great way, and in Lady Gaga’s case, he believes it is her background as a competent song writer which is the reason why she is being considered authentic today.
The consensus from the live booking agents was that an authentic artist is an artist that has something to convey to the audience. It does not matter in which genre or if its mainstream or indie, the importance lies in that the artist has to have something to convey. PR also told us about the importance for an authentic artist to be credible and honest both towards themselves and the audience. Authenticity differs between which type of artist it is and what the artist wants to achieve (O. Hamberg, personal communication, 2010-04-14). He continues by mentioning one example of this where one type of artist could keep their authenticity by making an appearance in, for example, the TV-show “Big Brother” and another artist could loose its authenticity by making an appearance there, it depends on what type of artist it is. The artists also agrees with this by saying that the definition of what an authentic artist is depends on personal taste, what is authentic to me may not be authentic to you. An authentic artist is an artist that is uncompromising and does what he/she wants without following a pre-calculated plan (P. Stenberg, personal communication, 2010-04-12).

Question 4:

Does the importance of authenticity change between the stages in the career of an artist?
PR –
– “I do not believe there is a major difference. A lot of artists start off by sounding horrible but then accommodates in making music for a broader audience.”
Magnus Högmyr, PR Manager – Playground Music (M. Högmyr, personal communication, 2010-04-20)
– “It depends on the how the development of the artist’s career. In the beginning of an artist’s career, he/she usually participates in a lot of media outlets. When an artist is established, the media should be chasing him/her instead.
Ozkar Hamberg, PR Manager – Ibeyostudio
(O. Hamberg, personal communication, 2010-04-14)
Management –
– “I believe it is most important for an artist to be authentic in the beginning of the career to show the audience that you are for real.”
Henrik Augustin, Manager – Mr Radar Music
(H. Augustin, personal communication, 2010-04-13)
Live Booking Company –
– “An artist that builds his/her career on being authentic have to be authentic during whole career in order to not disappoint its audience with not staying true to the artists ideal.”
Lars Rixon, Live Booking Agent – United Stage (L. Rixon, personal communication, 2010- 04-13)
– “I believe it is important to be authentic all through the career. The career could take different turns along the way but it is important to have a authentic foundation.”
Johan Lindqvist, Live Booking Agent – Blixten & Co (J. Lindqvist, personal communication, 2010-04-14)
Record Label –
– “I believe the importance changes due to the shifting perception from the audience of a particular artist depending on the different music trends and tendencies.”
Fredrik Ekander, CEO – Razzia Records
(F. Ekander, personal communication, 2010-05-06)
– “I defiantly believe it does. It is natural that the perception of an artist changes over time.”
John Gardnert, Co-leader of Hybrism Records
(J. Gardnert, personal communication, 2010-05-14)
Artist –
– “It is easier to be an authentic artist if you have your artistry as a hobby and a spare-time job, there are more demands and requirements if you are professional artist.“
Emanuel Lundgren, Singer in the band “I´m from Barcelona” (E. Lundgren, personal communication, 2010-04- 13)
– “The importance does not change. “The Rolling Stones” has been playing since the 60s and they still talk about important blues icons in order to keep their authenticity.”
Peder Stenberg, Singer in the band “Deportees”
(P. Stenberg, personal communication, 2010-04-12)
Summary of results from the interviews:
Two of our contact persons at the Record Labels believed that the importance of being authentic changes over time because of two different reasons. It is partly because the music trends and tendencies changes and thereby also the importance of being authentic. The other reason is that people as well as artists changes and develops over time and it is important to stay credible to you no matter how you change. The managers believes it is the beginning of an artist’s career that is the most crucial part of its career because you have to show already from the beginning that you are for real. The live booking agents reasoned similar to the people from the record labels, saying that an artist’s career often has a lot of turns, styles and surprises but it is crucial for the artist to keep its authenticity all though the career will take different turns.
PR, on the other hand, means that the importance of authenticity through the career is dependent on how well their career is doing. An artist’s wish is to do as well that you are being chased from media and fans instead of chasing them for publicity and similar. If an artist succeeds with this, it will be easier to stay authentic and not having to be participating in a lot of medias to get publicity. The artists are reasoning the same way, saying that it is easier to be authentic if you have your artistry as a hobby. It is much harder to stay authentic if you have your artistry as a profession because there are a lot of more demands in participating in activities that could hurt your authenticity (E. Lundgren, personal communication, 2010-04-13).

Table of Contents
1 Introduction
1.1 Problem Discussion
1.2 Purpose
1.3 Research Questions
1.4 Delimitations
2 Frame of Reference
2.1 Branding
2.2 Authenticity
2.3 The music industry
3 Research Methods
3.1 Inductive vs. Deductive Approach
3.2 Quantitative vs. Qualitative Study
3.3 Interviews
4 Empirical Findings
4.1 Question 1:
4.2 Question 2:
4.3 Question 3:
4.4 Question 4:
4.5 Question 5:
4.6 Question 6:
4.7 Question 7:
4.8 Question 8:
4.9 Question 9:
4.10 Question 10:
5 Analysis
5.1 What is authenticity and how is it produced?
5.2 How does each part of the music industry contribute to the production of authenticity in the branding of an artist?
5.3 What makes an artist authentic?
6 Conclusion
7 Discussion
7.1 Recommendations
8 References
GET THE COMPLETE PROJECT