Conceptualizing the Influence of Digital Musicpreneurs on the Music Streaming Ecosystem in the Global South: An Actor-Network Perspective

This study employs Actor-Network Theory (ANT) to investigate the influence of digital musicpreneurs on Ghana’s music streaming ecosystem, shaped by the rise of music streaming and independent music production. Using qualitative research of 66 participants under a pragmatic constructivism framework, this study explores the interactions among key actors in the music streaming ecosystem in Ghana. The findings of the study highlight the challenges faced by artists due to a lack of professional structures, leading them to assume multiple roles. Various artiste managers, often close associates, hold significant sway in artist management. Furthermore, the integration of streaming data into music awards decisions reflects evolving success metrics and fanbase communities provide crucial support and promote streaming culture, becoming pivotal resources for artists. This study enhances comprehension of Ghana’s dynamic music streaming landscape, offering insights into the actors’ roles, challenges, and prospects for growth.