Managing for Creativity and Profit in Creative Industries: A case study in music industry

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School of Business | Bachelor's thesis
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Degree programme
(Mikkeli) Bachelor’s Program in International Business
Objectives The main objectives for this study were to explore the role of management and its relationship with creatives in creative industries. In this study the target was to review how management may endorse creativity, what is required for creativity to be prosperous and what is required to make creativity profitable. The further focus was set in the context of music industry, where these targets were further reviewed through a context of a case study. Summary For setting the ground for the research the literature review was firstly conducted, which formed the approaches and perspectives for the further primary data collection. Secondly, a conceptual framework was formed by combining the findings from literature review into visualized framework. Thirdly, the qualitative primary data collection was conducted by interviews and the findings of the interviews are presented. Fourthly, the findings of the primary data collected are reviewed with the past literature. Conclusions Managing creativity requires the alignment of the artistic and creative outcomes with the economic outcomes. As these two are in a complementary relationship, a creative business is able to find prosperity in economical goals through creativity. However in a conflict, they result into a mutually exclusive relationship between each other. Managers have the responsibility to endorse creative processes as well as possible to create the environment where space and time exist in the creative process in balance with productivity and economic goals.
Thesis advisor
Lehtonen, Miikka J.
management, creativity, music industry, cultural industry
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