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This chapter considers innovating on networks as they pertain to marketing, promoting and selling independent music. The focus is on emerging musicians, although without loss of generality. That is, it is believed that the proposed framework and application is applicable across the entertainment sector and beyond. Following the Introduction, Section II of the chapter sets forth key concepts including a seven-point business process. The authors’ understanding of network is described and the concept of value is introduced. Section III places the primary focus on “orchestration” defined in terms of efforts to achieve success by finding and managing creative combinations for value. Section IV of the chapter elaborates on the artist’s touch points and value in the context of orchestration. Section V offers a summary and conclusions.
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- Innovation and Value in Networks for Emerging Musicians
Phillip A. Cartwright
Gareth Dylan Smith
- Springer Berlin Heidelberg
- Chapter 26