Conceptualizing the Influence of Digital Musicpreneurs on the Music Streaming Ecosystem in the Global South: An Actor-Network Perspective

Abstract

It has been almost a decade since the emergence of music streaming services (MSS) started changing the economic fortunes of the music industry globally. The International Federation for Phonographic Industry (IFPI) reports that since 2015 streaming has consistently dominated the music industry revenue, currently accounting for more than 67% of total global recorded music revenue (IFPI, 2023). In the Global South, this growth has been marked with the recent interest of global giants in the music streaming industry such as Boomplay and Spotify seeking to gain grounds in several Sub-Saharan countries including Ghana. Despite the significant growth and interest in the contemporary music industry, the specific dynamics and framework within which streaming operates in the context of Ghana’s music industry is yet to be explored. This study thus aims to explore and conceptualize the influence of digital entrepreneurs in the streaming business ecosystem in Ghana, utilizing an Actor-Network Theory (ANT) analysis. With the rise of music streaming and the advent of independent music production and distribution, a new category of entrepreneurs known as “digital musicpreneurs” have emerged as key players in reshaping the music industry landscape.Drawing on the ANT framework, this paper adopts a comprehensive approach to analyze the intricate interactions, relationships, and power dynamics between these digital musicpreneurs and various actors within the music industry business ecosystem in Ghana. This study seeks to provide a conceptual understanding of the transformative impact of these entrepreneurs on the ecosystem, taking into account the unique challenges and opportunities faced by the Global South music industry. In its analysis, the following dimensions are considered. First, the study explores the dynamic interactions between digital musicpreneurs and other actors, including musicians, producers, record labels, distributors, and the dominant digital platform in Ghana, Boomplay. Also, this study delves into the role of technology, particularly digital platforms and online tools, in mediating the activities of digital musicpreneurs, with a particular emphasis on how these technologies are utilized and accessed in Ghana. It explores how digital musicpreneurs leverage technology to create and distribute music, engage with audiences, and develop innovative business models, considering the infrastructural and digital divide challenges faced by the Global South. Furthermore, this paper focuses on understanding how digital musicpreneurs contribute to value creation within the music industry ecosystem in Ghana. It explores their innovative approaches to music production, marketing, and monetization, while considering the specific economic constraints, market dynamics, disruptions caused by their entrepreneurial activities and their implications for the Global South music industry. Finally, this paper analyzes the network effects and ecosystem evolution resulting from the influence of digital musicpreneurs and explores how their actions and collaborations shape the industry’s competitive landscape, foster innovation, and drive ecosystem growth. By adopting an ANT analysis with a Global South perspective, this study will generate insights that have implications for various stakeholders in the Ghana music industry, including digital musicpreneurs themselves, musicians, record labels, policymakers, and industry practitioners.