Views from the boundaries

This article explores how Norwegian record label managers understand their current positions and future possibilities in a market that is increasingly driven by on-demand subscription-based streaming. It adds to a growing body of research by adopting a qualitative approach, seeking to describe issues at a personal or company level, and provide nuance and dynamics in a discourse that is often described in dichotomies and on aggregate levels. The article argues that stakeholders have more varied attitudes than simply being for or against the innovation, the new economic models and their eff ects on their own business, and the market in general. It also demonstrates that perceptions change as markets develop, and stakeholders and their businesses adjust. The article uses four in-depth interviews to assess a 2013 government-initiated project, and provides insights into differing positions and changes over time.