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A Study of Strength of Relationship Between Music Groups and Their External Service Providers

Abstract Very little academic research exists on the marketing and management of musical groups. Music is a service industry, but it has some special characteristics in terms of its relationship with external service providers that make this study particularly critical. What are the relationships between music groups and their external service providers like? Are these service providers doing a good job in the eyes of the musicians? The purpose of this paper is to examine the attitudes of musical groups toward external service providers, and test whether more successful musical groups share the same attitudes with less successful groups.