Purpose – Although music has been indicated by nightclubs and pubs' patrons as the most important service offering, the service marketing literature provides very little guidance on how artists could increase their audience satisfaction with an experiential product such as live music. This...

Purpose – In recent years there has been a welcome growth of interest in learning how artists understand, engage with and respond to aspects of business practice such as marketing. In the case of music it has been suggested that artists are by no means universally motivated by commercial...