9. The Universal Language: Music

Music is an industry that has been under digital assault for well over a decade: This platform struggles with the near-disappearance of its original business model, paradigm shifts in consumer’s buying decisions, and a culture that seems to have less regard for the creator’s—and publisher’s—need to make a living.

In this chapter, we investigate the conditions that face music marketing professionals in the era of disruption: the shift to digital downloads, piracy, and a disturbing trend toward not owning music.

It’s a complex business and still an important platform.

They’re Playing Our Song

Music transcends borders, ignores rivalries, has no knowledge of political persuasions. At its best, music can create joy, ...

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