ABSTRACT
This chapter is based on a conceptual study mapped against qualitative evidence of the intersections between entrepreneurship, marketing, and innovation in the music industry. Drawing upon documentary analysis, the chapter reveals the ingrained orchestration of collaborations and network ties among notable players in the Nigerian Music Industry – a sector that has emerged as a dynamic one in the country's economy, and going beyond the geographical space of that country. The chapter highlights the enterprising culture of notable actors and their networks – both local and international – and provides three key themes. The first focuses on the entrepreneurship and innovation interface focused on key actors. The second illustrates how network ties provide scaffolding for leveraging resource constraints. The final theme explores the strength of weak ties enacted. Using a case illustration of the Mavin Records ensemble in their early days, the chapter provides marketing implications. Ultimately, the chapter centres on entrepreneurial marketing through examining network ties and proposing research and policy implications for the arts – albeit through creative entrepreneurship.
