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NETTWERK: DIGITAL MARKETING IN THE

MUSIC INDUSTRY
Presented By:Ali, Piyush, Sachin

Case Synopsis
Tool used to promote music

The development of digitized music and


Internet, music industry is experiencing
three fundamental changes.

Fans listening habits


Market distribution
Focused

Profitable model is no longer the same

Websites
Flexible

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
consumers 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.

Conclusion
Digital Assets were the currency in the form of advertisements,
From
this case,we
learnvideo
that:games and placing songs, melodies, blends, and
television,
movies,
As
the whole industry
and environment
companies
should were
adjust
community-created
content.
But the newchange,
designer
label contracts
their
strategy
meetassets
consumers
need and
to keep
up with
theaway
whole
needed
if the to
digital
were going
to flow
freely.
Moving
industry.
from the infrastructure of the music business also meant having to do
Also,
globalization
andlogistical
information
the two trends
world.
without
the financial,
andare
promotional
powerofofthe
thenew
major
They
should
pay attention
to thesetotwo
things.
labels.
To provide
an alternative
major
label muscle, the company
Instead
having capital
real competition
with your competitors, companies can
launchesofventure
is called polyphonic.
adjust themselves to accommodate their competitors and make profits
together.

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