Valuation tendencies of market actors and alternative music market example in Turkey

In this study, the valuation tendencies of the performers, listeners and sales actors, which are alternative music genre actors, against market products in the music market in Turkey were examined. The effects of the actors who played various roles in the same market on the construction of the music market and the issue of value were discussed from the perspective of sociology of economics. With this perspective, the effect of value on music market and the importance of solving the value problem in providing market coordination were investigated. This research is a qualitative study which was modelled as a case study of the alternative music market in Turkey performer, audience and vendor actors, in terms of production value. The data used in the research consists of semi-structured interviews, field documents and notes kept during the research. Interviews were coded and analyzed by content analysis, the documents were examined, and the data, figures and tables suitable for the research content were shared. According to the findings of the research, it is determined that the actors are social entities that interact with each other and direct the market with these interactions. It has been revealed that there are various value criteria for actors to determine the values of market products. It is determined that these criterias are formed by the effect of the value developed by the actors against the products and affect the valuation tendencies.