NETTWERK: DIGITAL MARKETING IN THE MUSIC INDUSTRY

Presented By:-

Ali, Piyush, Sachin

Case SynopsisThe development of digitized music and Internet, music industry is experiencing three fundamental changes.

Profitable model is no longer the same

Tool used to promote music

Fans listening habits

Market distributionFocused

Flexible

Websites

Case Facts• Nettwerk, one of the large independent music labels,

launched several methods to accommodate itself to the changes of music industry and to make their profitable model more flexible and more suitable.

• 1.Introduce music to fans.

• 2. Geography would matter less in the Internet world.

• 3. Listening habits of fans nowadays are different from habits of fans before.

Case Problems• How the band will grow individually with any big

label support?

• How to create new ways to promote music in lesser cost?

• Disbalance/Negotiation between artist and investors.

• How to do digital music marketing in an optimum way?

Case Inferences

ONLINE MUSIC STORE

RECOMMENDATION

Single track downloading is more as compare to whole albums, so should try with single track.

Recommendation…….• Companies should adjust their

strategy to meet consumer’s need and to keep up with the whole industry.

• Globalization and information are the two trends of the new world.

• Instead of having real competition with competitors, companies can adjust themselves to accommodate their competitors and make profits together.

• “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”.

From this case,we learn that:• As the whole industry and environment change,

companies should adjust their strategy to meet consumer’s need and to keep up with the whole industry.

• Also, globalization and information are the two trends of the new world. They should pay attention to these two things.

• Instead of having real competition with your competitors, companies can adjust themselves to accommodate their competitors and make profits together.

Conclusion