Thokozani Patmond Mbhele
The fourth (4th) industrial revolution engenders the opportunistic discourse of the plausible amenities of the creative industry. The advent of technology underpins the reconfiguration of successful independent musicians to embrace the digital niche market. In determining the implications of the paradigm shift in supply chain music distribution from primordial analogue to advent digital, this study aimed to examine the extent whether the digital music distribution can be associated with putative digital entrepreneurial practices under Covid-19 pandemic, and to establish how the digital music diffusion influences the digital music consumption cycle in the extended global reach. An exploratory research design was adopted and univariate, and bivariate statistical analysis techniques were employed to analyses the data collected from 217 musicians. The study found that the online music stores better facilitate accessibility from disintermediation, also the predilection of digital music distribution inspires innovation in musicians and associated entrepreneurial practices, and its availability of digital music attracts a wider audience of fan economy and positive behaviorally music consumption cycle. The independent music production and creation drives the economic entrepreneurial dimension while technological advancements encourage quiddity of independent music distribution from push-pull paradigm. The study implies that the injunctive norm has a more effective impact on an individual’s intention toward subscribing to the premium music streaming services provided the music platform and entrepreneur epitomize great extent of using technology and digital informative and intelligence.