“…This finding demonstrates that the co-creation concept has been used in every phase of the value chain in the music business. Several actors are seen as co-creative efforts (Banks and Deuze, 2009) in the music business value chain (Gamble and Gilmore, 2013), e.g., festival and tourism organisers (Garay and Morales Pérez, 2017), religious bodies (Almond and DeJordy, 2012), independent musicians (Burnes and Choi, 2015), music communities (Bajde et al, 2015), talent agencies (Chen et al, 2017), DJ ( Jarvenpaa and Lang, 2011) and online music software developers (Waldner et al, 2013). Based on the findings, it is fair to assert that music consumers can also be seen partners, as they also contribute to the creation of value throughout the on-going development and commercialisation phases (Gamble and Gilmore, 2013).…”