Recent technological advancements around digital music, P2P file sharing, and the Internet have forced changes onto the established music industry, especially when it comes to protecting copyrights. In light of this recent clash between technology and law, a new copyright has emerged that has been rapidly accepted by musical artists – this new copyright allows more choice and goes by the name, Creative Commons. New virtual communities, like Jamendo.com, have sprung up in which individuals are able to interact and share their Creative Commons licensed music. All these changes have meant adapt or suffer for the established music industry, as they seem to be losing support from their most important clients, the clients that make their business work, the musical artists themselves. Using Social Capital Theory and Social Cognitive Theory, this study explores the motivation for artists to share their musical works using Creative Commons licensing, via the Jamendo.com virtual community. Aspects of these theories have been found to significantly explain musical artists’ motivation, while a qualitative component of the study gives additional insight into musical artists’ motivation. All of which should be understood by the established music industry as they try to develop strategies for the changing times.

Recent technological advancements around digital music, P2P file sharing, and the Internet have forced changes onto the established music industry, especially when it comes to protecting copyrights. In light of this recent clash between technology and law, a new copyright has emerged that has been rapidly accepted by musical artists – this new copyright allows more choice and goes by the name, Creative Commons. New virtual communities, like Jamendo.com, have sprung up in which individuals are able to interact and share their Creative Commons licensed music. All these changes have meant adapt or suffer for the established music industry, as they seem to be losing support from their most important clients, the clients that make their business work, the musical artists themselves. Using Social Capital Theory and Social Cognitive Theory, this study explores the motivation for artists to share their musical works using Creative Commons licensing, via the Jamendo.com virtual community. Aspects of these theories have been found to significantly explain musical artists’ motivation, while a qualitative component of the study gives additional insight into musical artists’ motivation. All of which should be understood by the established music industry as they try to develop strategies for the changing times.

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