| Summary: | Thesis (MPhil)--Stellenbosch University, 2015. === ENGLISH ABSTRACT: Creative people and the products they create play a fundamental role in the music
industry. They form the core around which the rest of the industry revolves. Without
musical and lyrical compositions and talented people able to perform them, there
would be no music industry. Pressure mounts on creative people to keep on creating
and producing music that will satisfy both industry and consumer demand. This leads
to various personal and professional issues the creative person is faced with when
pursuing a career in the music industry. This study explored how coaching supports
creative people with their personal and professional issues, within the South African
music industry.
The research design was an exploratory, qualitative study. A purposive sampling
technique (Babbie & Mouton, 2009) was used to select the six research participants.
The research participants selected were at various stages of entering the music
industry professionally. Multiple data collection methods were utilised for this
qualitative study, namely solicited essays, researcher reflections and semi-structured
interviews.
The findings presented in this study showed how coaching can be effective in helping
creative people deal with their personal and career issues.
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