An Exploratory Study of Music Industry Life Cycles: Selected Country Artists

Date of Graduation

Spring 1998


Master of Business Administration


Management and Information Technology

Committee Chair

Mary Coulter


Many decision makers in the entertainment, and particulary the music industry feel that there is no way to predict which performers will be successful. In addition, there is often little known about properly repositioning performers after they have reached the maturity stage. Regular consumer products have been researched extensively, however, and the strategies and principles that work for a typical consumer product might be applicable for any other industry that adhered to the most basic business principles. One such principle is the product life cycle. This thesis puts industry data about album sales and airplay into charts and then compares these figures with what a typical product life cycle curve should look like. This charted data did reflect commonly held ideas about product life cycles and is significant because it shed light on career strategies for performers in a field that has had little academic research.

Subject Categories

Business Administration, Management, and Operations


© Deborah Elane McDonald