2007-01-04

Cultural Entrepreneurs and Creating Exchange

Marketing, as it relates to the arts, is not about intimidation or coercion or abandoning an artistic vision. It is not hard-selling or deceptive advertising. It is a sound, effective technology for creating exchanges and influencing behaviour that, when properly applied, must be beneficial to both parties involved in the exchange (Kotler and Scheff, 1997). The focus of this paper is on how owners / managers of small and medium sized Independent businesses in the music industry (cultural entrepreneurs) create exchange and influence behaviour when accessing finance for their businesses. The paper is based on Leadbeater and Oakleys (1999) description of a new model of work and creative production, derived from cultural entrepreneurs characteristic independence.

With reference to initial findings from a major Government-sponsored research project looking at the extent to which access to finance acts as a barrier to growth for small and medium-sized enterprises (SMEs) in the Music Industry, the paper identifies some potential difficulties such independence might lead to in creating beneficial exchange. The importance of appropriate partnership and promotion strategies, effective communication skills, and financial self-sufficiency are highlighted in the context of the Industrys uncertain environment. In conclusion, it is argued that the reconciliation of the entrepreneurs independence on the one hand with the qualities that allow mutually beneficial exchange on the other, is a primary requisite for effective cultural entrepreneurship.

Further reading:
http://websrv.ewu.edu/groups/cbpacea/2002SpringArticles/culturalentrepreneursandcreatingexchange.pdf

Authors:
1. Nicholas Wilson
Kingston Business School, Kingston University
2. David Stokes
Director of Innovation at the Enterprise Exchange, Kingston University

© Journal of Research in Marketing & Entrepreneurship, Volume Four, Issue 2, 2002