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Exploring challenges and opportunities of the new social entrepreneurs: the case of indigenous musicpreneurs in KP Pakistan

Ali Muhammad (Institute of Management Studies, University of Peshawar, Peshawar, Pakistan)
Jehangir Zeb Khan (Institute of Management Studies, University of Peshawar, Peshawar, Pakistan)
Syed Imad Shah (Institute of Management Studies, University of Peshawar, Peshawar, Pakistan)
Murad Ali (Department of Political Science, University of Malakand, Chakdara, Pakistan)

Journal of Entrepreneurship in Emerging Economies

ISSN: 2053-4604

Article publication date: 6 October 2020

Issue publication date: 12 November 2021

286

Abstract

Purpose

The purpose of this paper is to examine the struggle of and explore opportunity structure for a special class of social entrepreneurs, known as musicpreneurs, in the context of a war-ridden conflict region of Pakistan. A unique case of Pashtun musicians is undertaken, who are confronted with multiple challenges and barriers while commercializing their musical skills. It provides a holistic account of a journey towards self-sustenance from the perspective of real-life musicpreneurs living in harsh socio-economic conditions.

Design/methodology/approach

This research is guided by constructionism and interpretive methodology, where semi-structured in-depth interviews were conducted from 28 entrepreneurs in Peshawar, capital city of the Khyber Pakhtunkwa Province and its surroundings. Qualitative thematic analysis was used to analyze transcribed data.

Findings

This research categorizes all findings into seven unified themes. A common Pashtun shows profound love for music, yet surprisingly, does not extend the same intensity of love to musicians. Till recently, Pashtun musicpreneurs are confronted by multiple challenges and barriers such as copyright violations, socio-cultural resistance and discrimination. However, they have devised new opportunity structures to commercialize their skills and adopt music as a sustainable career.

Research limitations/implications

This research explored multiple aspects of Pashtun musicpreneurs’ lives, compromising minute details on some aspects, for example, limited opportunity structure for musicpreneurs. It bears implications not only for Pakistan but other similar hostile environments for musicpreneurship. For lasting sustainability, overall tranquility and for the promotion of musicpreneurship, challenges surrounding musicpreneurs need to be addressed.

Originality/value

It is the first study of its kind to explore the struggle of musicpreneurs in hostile socio-economic conditions. From theoretical standpoint, a new theory of musicpreneurship is substantiated by paving ways to resolve barriers experienced in the most unfavourable conditions.

Keywords

Citation

Muhammad, A., Khan, J.Z., Shah, S.I. and Ali, M. (2021), "Exploring challenges and opportunities of the new social entrepreneurs: the case of indigenous musicpreneurs in KP Pakistan", Journal of Entrepreneurship in Emerging Economies, Vol. 13 No. 5, pp. 904-921. https://doi.org/10.1108/JEEE-03-2020-0063

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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