Tekst dostępny jest TUTAJ. Wersja papierowa ukaże się na początku 2016 roku.
Popular Music / Volume 35 / Issue 01 / January 2016, pp 23-40
Copyright © Cambridge University Press 2015
DOI: http://dx.doi.org/10.1017/S0261143015000811 (About DOI), Published online: 30 November 2015
Running a record label when records don’t sell anymore: empirical evidence from Poland
Patryk Galuszka and Katarzyna M. Wyrzykowska
From an economic point of view, the business of record labels until recently boiled down to managing a portfolio of artists, with successful stars bringing the label enough money to recoup investments in market flops. The decline in record sales has called this model into question and forced labels to look for new sources of revenue. Employing qualitative data gathered in Poland, this paper demonstrates how labels react to adverse market conditions and what determines these reactions. The paper shows that these reactions include the monetisation of the relationship that a label has with artists through signing 360° deals, the commercial exploitation of artists’ brand names, and concentration on niche markets, either foreign or format-based (e.g. the market for vinyl). The paper concludes that record labels, regardless of which approach they choose to deal with the adverse market conditions, still think in terms of managing a portfolio of artists. What is more, there is no universal strategy which can be applied by every label to deal with declining record sales.
Patryk Galuszka holds a PhD in management from the University of Lodz, Poland, and an LLM in law and economics from the Erasmus University Rotterdam, the Netherlands. Currently, he is an assistant professor in the Faculty of Economics and Sociology at the University of Lodz. His articles were published in journals such as First Monday, the International Journal of Communication, Popular Music and Society and the Journal of Internet Commerce. His research interests include the creative industries, popular music studies and media economics.
Katarzyna M. Wyrzykowska is a PhD candidate at the Institute of Philosophy and Sociology of the Polish Academy of Sciences and a lecturer in sociology at the Cardinal Stefan Wyszynski University in Warsaw. Her scientific interests include the sociology of music, the sociology of organisation and qualitative and interpretative research methodology. She is currently working on a research project entitled ‘Dynamics of musicians’ careers throughout the whole musical community in Poland’ (with a Ministry of Culture and National Heritage research grant).