MUSIC BUSINESS ORGANIZATION MANAGEMENT FOR SURVIVAL IN AN ERA OF TECHNOLOGY DISRUPTION: A CASE STUDY OF THE MUZIK MOVE LABEL

Abstract

This qualitative research investigated factors affecting the survival and music business organization administration of the Muzik Move label. Data was collected by in-depth interview and participant observation from the key informant group, ten record label executives responsible for managing sublabels and performers. Results were that internal and external factors affecting management of the Muzik Move label involved technology due to high-tech developments causing altered consumer behavior, including changes in subject production process and earning procedures. External environmental factors affecting Muzik Move label management were related to international new developments, especially the Novel Coronavirus 2019 (COVID-19) pandemic’s effect on music industry growth and impact on show business revenue generation, the main income source for Muzik Move. World changes (COVID-19) also affect political factors in terms of the Thai government's vaccination procurement plan that failed to control the situation impacting the national music industry entertainment business economy. Investments play a leading role, but under current conditions, the entertainment business is also a primary target for cutbacks when economic crises hit. In terms of conceptualizing organizational management, planning, organization, direction and control are essential to music business organization management, especially for internal planning of Muzik Move which significantly impacts management during the COVID-19 pandemic. Showcasing Muzik Move label planning would support and highlight diverse changes and self-adaptations for surviving each new development.