Konsten att sälja sig själv
Balanserandet mellan identiteter och roller i fåmansföretag inom musikbranschen
Konsten att sälja sig själv/The art of selling yourself grasps the complex of problems that occur when artists chooses to start their own record companies. Not only must the artist fulfil the cultural aspects of being an artist but also the economical aspects of running a business. This means that the artist?s identities and roles become more complex. The purpose of this paper is to understand the construction of identities among artists who run their own record companies. How do these individuals manage the balance between their roles and identities? The research includes two interviews with one artist and various published interviews with three different artists who run their own record companies. On the basis of existing theories concerning identities and roles, as well as culture and economy, the researchers examine how the artists view themselves and which aspects of their work that strengthen and weaken their identities.