What is it about?
This chapter reveals the ingrained orchestration of collaborations and network ties among notable players in the Nigerian Music Industry – a sector that has emerged as a dynamic one in the country's economy, and going beyond the geographical space of that country.
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Why is it important?
The study highlights the enterprising culture of notable actors and their networks in the creative industries along three key areas. First focuses on the entrepreneurship and innovation interface focused on key actors. Second illustrates how network ties provide scaffolding for leveraging resource constraints. Third, it explores the strength of weak ties enacted --- using a case illustration of the Mavin Records ensemble in their early days. Ultimately, the chapter centres on entrepreneurial marketing through examining network ties and proposing research and policy implications for the arts – albeit through the lens of the creative industries.
Perspectives
Mavin Records in their early days has provided a blueprint on creativity, innovation, marketing and entrepreneurship illustrating the power of network ties as a scaffold for leveraging resource constraints often found in the music industry in Africa, and especially Nigeria -- the home of Afrobeats.
Professor Nnamdi O Madichie
Nnamdi Azikiwe University
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This page is a summary of: Arts Marketing & Entrepreneurship, November 2022, Taylor & Francis,
DOI: 10.4324/9781003021766-3.
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