Nettwerk: Digital Marketing in the Music Industry Harvard Case Solution & Analysis

How music is sold in the digital age? Nettwerk Music Group has built on its basis a social, grassroots seller of music and artists, and has become one of the leaders in Internet-enabled social media environment. For much of the last decade Nettwerk general manager Terry McBride let fans consume music on their own terms. He called on file sharing, remixing their artists songs and videos, as well as the environment in which the "audience record company." In the digital market, the CD was much less, said McBride. "Digital Assets" were the currency in the form of advertisements, television, movies, video games and placing songs, melodies, blends, and community-created content. But the new designer label contracts were needed if the digital assets were going to flow freely. Moving away from the infrastructure of the music business also meant having to do without the financial, logistical and promotional power of the major labels. To provide an alternative to major label muscle, the company launches venture capital is called "polyphonic". "Hide
by John Deighton, Leora Kornfeld Source: Harvard Business School 20 pages. Publication Date: October 29, 2009. Prod. #: 510055-PDF-ENG

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