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- Title
Music Entrepreneurs in the Twenty-First Century: A Case Study on the Career of Jay-Z.
- Authors
Perice, Leanne
- Abstract
The article explores strategic brand management in the rise of rapper and entrepreneur Shawn Carter or more popularly known as Jay-Z, including his career path, lessons that can be taken by emerging artists and the future of the music industry. Topics discussed include the importance of strategic artists brand partnerships in the age when traditional revenue streams are less effective, Jay-Z's brand of strategic brand partnership and the importance for artists to create their brand.
- Subjects
JAY-Z, 1969-; BRANDING (Marketing); BUSINESS partnerships; MUSIC industry; RAP music
- Publication
MEIEA Journal, 2012, Vol 12, Issue 1, p221
- ISSN
1559-7334
- Publication type
Article
- DOI
10.25101/12.10