This study investigates how Swedish musicians in the non‐profit sector accept the “entrepreneur” label for themselves. The background section describes how identity work among “serious” musicians has, historically, made them shun any facet related to money‐making. The qualitative study shows that there is some remaining reluctance. But it is obvious that freelance musicians recognize the need for entrepreneurial skills. A majority of those interviewed regard themselves as “entrepreneurs”, although in most cases it is out of necessity. It seems that the older generations are more hesitant than the younger. I conclude that it would be beneficial if musicians, during their higher education, were introduced to basic entrepreneurial skills.