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Leveraging AI in arts: a case study of music creating venture EnterArts

Author

Listed:
  • Suk-Ki Hong

    (Dankook University)

  • Hong-Hee Lee

    (St. Mary’s University)

Abstract

Artificial intelligence (AI) has revolutionized the way service organizations provide new and additional value to the customer. This paper examines innovative AI applications in arts, especially in music creation through a case study of EnterArts, an innovative venture firm in South Korea which specializes in the creation and consumption of music. EnterArts democratizes the production of music and challenges the traditional model of music creation through allowing novice users to create personalized music. Strategic innovations of EnterArts include the introduction of blockchain for non-fungible tokens (NFTs), metaverse collaborations, and educational partnerships. EnterArts serves as a model for using AI to redefine music, providing insights for organizations that are interested in creative service innovation in the wide-open realm of arts.

Suggested Citation

  • Suk-Ki Hong & Hong-Hee Lee, 2025. "Leveraging AI in arts: a case study of music creating venture EnterArts," Service Business, Springer;Pan-Pacific Business Association, vol. 19(2), pages 1-16, June.
    • Handle: RePEc:spr:svcbiz:v:19:y:2025:i:2:d:10.1007_s11628-025-00586-2
    DOI: 10.1007/s11628-025-00586-2
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    References listed on IDEAS

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    1. Russell W. Belk & Daniel Belanche & Carlos Flavián, 2023. "Key concepts in artificial intelligence and technologies 4.0 in services," Service Business, Springer;Pan-Pacific Business Association, vol. 17(1), pages 1-9, March.
    2. Seongbae Lim & Hong-Hee Lee & Kyoung Claudio Jung, 2020. "Convergence strategy and innovation capability of the classic art industry," International Journal of Quality Innovation, Springer, vol. 6(1), pages 1-12, December.
    3. EuiBeom Jeong & DonHee Lee, 2025. "Metaverse applications in healthcare: opportunities and challenges," Service Business, Springer;Pan-Pacific Business Association, vol. 19(1), pages 1-38, March.
    4. Elia Pizzolitto, 2024. "Music in business and management studies: a systematic literature review and research agenda," Management Review Quarterly, Springer, vol. 74(3), pages 1439-1472, September.
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