First, I would like to thank my family and particularly my parents, Bernard and Chantal,my sister, Deborah, and my aunt Yvette. Without your support, this dissertation would nothave existed. Then, I would like to thank Mouloud whom unknowingly helped me knowwhat to do with my life. I am keen on thanking you all in this paper because it is probablythe only time I can do so in such an honourable way.I would also like to thank my tutor and degree coordinator, Ian Wallman, for helping meshape the dissertation by giving me inspiration, encouragement and criticism along theway. Your availability and enthusiasm was key for me to carry through the degree at SAEOxford. Then, I would like to thank all the informants whom I interviewed or met for the completionof the dissertation, namely Andrew Leyshon from the University of Nottingham, JenniferOtter from JKO Media, Matthew Parsons from DittoMusic, and Gareth Reakes from We7.Without your help and involvement, the project would not have the same insight.Last but not least, I would like to thank Marcel, Matias, and particularly Matthieu and Vincent without whom I would not have found all the motivation to actually give my bestduring the year. I also would like to thank Matias again whose proof-reading skills were of a tremendous help throughout the degree.