Significant research has been dedicated to the study of the dual constitutive core at the field and organizational levels but less attention has been paid to the micro‐dimensions of the collision of competing logics, namely in terms of how individuals experience and navigate through them and how that influences organizational ethos and strategy. We study how one individual, founder of the organization behind the independent music label 4AD, made sense and lived through the fundamental clash of two logics: ‘music as art’ and ‘music as business’. We analyse how the personal struggles of the founder allowed the construction and maintenance of a strong, solid and continued organizational identity for 4AD. We uncover four factors accounting for the protection of 4AD's sustained artistic integrity in face of a transforming industry.