Digital supply chain distribution of music in the South Africa recording industry : Durban region.

Abstract

The advent of the Internet as a music distribution channel led to significant transformation of the South African music industry at the end of the twentieth century. The Internet and electronic supply chain systems influences customers to migrate from physical product offerings to digital downloading platforms that offer access to digitalised music distribution and quasi-real-time consumption. While technological innovations have enhanced the digital distribution of music online, distribution systems have become a challenge within the supply chain network. This study aims to determine the implications of the paradigm shift in supply chain music distribution from analogue to digital. This research study has five objectives: firstly, to explore the challenges confronting the supply chain transition from analogue to digital music distribution systems; secondly, to examine the distribution operations processes for the digitalisation of music in relation to the effects of global market demand; thirdly, to evaluate the effects of supply chain value adding innovations in influencing digitalised music distribution and consumption in the recording industry; fourthly, to establish the extent of technological viability to which the Diffusion of Innovation theory enhances supply chain distribution competitiveness; and finally to assess the relative magnitude of supply chain competence and capability response to digital supply chain music distribution. The researcher selected an exploratory research design to explore digital music distribution in the South African recording industry. Univariate, bivariate and multivariate statistical analysis techniques are employed to analyse the data collected from 217 musicians. This study reveals several elements arising from the growth of digital music distribution in the Durban region, and makes a scholarly contribution to the promotion of the South African digital music market. The results provides support for: the disintermediation of physical retail stores which are perceived as the driver of digital music distribution; an increase in the number of independent artists and music entrepreneurs; and technologically compatible media devices that encourage more music downloads. The tools provided by the Internet inspire musicians to engage in creative music innovation, thereby creating global competitive standards. The study’s recommendations provides further insight and understanding of the digital music distribution sector.