Abstract
The purpose of this study is to analyze the online and offline popular music performance ecosystem and explore development plans. To this end, the current status and characteristics of the pop music performance industry were derived, and in-depth interviews were conducted with 15 experts from the pop music performance industry and academia. By applying the interview results to the service value network model, the offline-based performance industry ecosystem(As-Is) and the online and offline convergence performance ecosystem(To-Be) were schematized, and specific development plans were proposed based on this. As a result of the study, it was found that in the popular music industry, new value actors in the online performance industry will flow into all value chains except for the creative source stage, and the range of consumers, which consisted mainly of offline visitors, will be subdivided online and offline.
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