NETTWERK: DIGITAL MARKETING IN THE MUSIC INDUSTRY

Presented By:-

Ali, Piyush, Sachin

Case Synopsis

The 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 distribution

Focused

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