Artpreneurship as an Adaptive Career Identity : A Social Cognitive Approach to Multi-Role Career Management in Music

Abstract

This article examines multi-role music careers, focusing on the dual identity of artist and entrepreneur. Although entrepreneurial activity is common in music careers, many musicians experience tension between their artistic and entrepreneurial roles, feeling reluctant to identify as entrepreneurs. To address this, the article discusses the concept of artpreneurship as an adaptive career identity that dynamically integrates artistic and entrepreneurial roles. Drawing on role theory and the social cognitive career theory career self-management model, a multi-role career management framework is proposed. This article contributes to the fields of music career development and arts entrepreneurship, providing a foundation for future research.