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Blockchain technology enables the automated recording of information and execution of contract content – utilizing so-called Smart Contracts – without relying on trusted intermediaries (Beck et al., 2016). A blockchain is best described as a decentralized digital ledger (Atzori, 2015). The decentralized data storage on the blockchain makes the recorded information tamper-proof and creates transparency along the value chain. Therefore blockchain changes fundamentally the way data and information are processed (Al-Jaroodi & Mohamed, 2019; Avital et al., 2016). This has given rise to numerous use cases for blockchain in a wide range of industries. Fundamentally, blockchain technology can be used at any time when information needs to be stored in an automated and tamper-proof manner (Crosby et al., 2016). In the financial industry, blockchain helps to automate peer-to-peer transactions. This makes middlemen obsolete, which can reduce transaction costs (Cai, 2018). In the public health sector, blockchain is primarily used for decentralized storage of patient records. By using blockchain technology, these patient records are secured against manipulation and unauthorized access by third parties (Mettler, 2016). Another interesting use case can be seen in the electricity market. Blockchain technology makes it possible to integrate micro producers of electricity, such as private households, into the power grid in a cost-efficient way (Cheng et al., 2017). However, blockchain technology also offers several applications in the creative industries to support the daily work of professionals. The term creative industries encompasses industries and sectors which hold intellectual property at the core of their value creation (Caves, 2000). According to DCMS (1998),creative industries include not only classic art sectors such as fine art, painting or crafting, but also areas such as marketing, game developing, film and video or music. As the main drivers of innovation, the creative industries have a steadily increasing influence on the overall economic impact. Often, ideas, products and services from the creative industries ultimately flow into other areas, such as the automotive sector, and support them in achieving their entrepreneurial goals (Banks, 2010; Jones et al., 2004). In order to continuously maintain the position as an innovation driver, a certain form of organization has prevailed in the creative industries. For the creative industries to react flexibly to new requirements and a constantly changing environment, work is usually carried out as project-based (DeFillippi, 2015). For this purpose, the teams of the project-based organization are predominantly formed using freelancers who are specialists in the required field. As a result, many recurring organizational activities arise, such as contracting, team finding or onboarding (DeFillippi, 2015; Eikhof & Haunschild, 2006). Therefore, professionals from the creative industries have to spend significant time on activities that do not serve their core task of creating intellectual property. These tasks not only reduce the efficiency of their work, but also hinder their creative flow (Foord, 2009; Hennekam & Bennett, 2016). In this regard, blockchain represents a promising technology to support professionals in the creative industries. For the creative industries, blockchain is primarily used to automate formal processes and secure intellectual property rights (O’Dair, 2018). Blockchain technology enables artists and creatives more freedom for their own creative activities. By automating repetitive activities, professionals from the creative industries are freed from typical management tasks (Arcos, 2018; Cong & He, 2019). Furthermore, for the first time, intellectual property can be secured in a cost- and time-efficient way by utilizing blockchain technology. This is made possible by the decentralized nature of the blockchain, which makes subsequent manipulation of the contents of the intellectual property impossible (Avital et al., 2016; Beck et al., 2016; Regner et al., 2019). Ultimately, the use of so-called Non-Fungible Tokens (NFTs) create the opportunity for artists and creatives to sell unique digital art (Regner et al., 2019). Thus, blockchain generates entirely new ways for creative industries to organize their projects and opens new markets to sell their work. While several use cases of blockchain technology can be identified in the creative industries, the widespread use of blockchain is still lacking. So far, no Blockchain service or blockchain application has managed to take a dominant market position in the creative industries. At first sight, this seems surprising since artists and creatives could fundamentally benefit from this technology. At the same time, professionals from the creative industries would not be dependent on middlemen or central entities. This circumstance gave the impulse for the research presented in this thesis. I was able to identify that professionals from the creative industries are still underutilizing blockchain technology for three main reasons: (1) When using blockchain technology, professionals from the creative industries experience strong resistance from their stakeholders, who want to prevent the use of blockchain. (2) The perceived constraints by artists and creatives in using blockchain still deter many from using this technology extensively. (3) Several blockchain applications lack a persuasive design, resulting in many artists and creatives continue to prefer conventional services and products. |
