Digital Killed the Music Star
As platform brands like Google and Apple compete for music delivery and revenue, the experience gets better and better for the music fan: shareable, streamed, on-demand, curated and tailored for the listener, cheaper and even free. At the same time, it's getting worse and worse for the artist. Digital is largely responsible for many musicians no longer receiving fair compensation for the consumption of their music. Do digital practitioners feel a responsibility to right this wrong? What is the blueprint for a win-win compensation model for musicians, fans and corporations? How can technology and branding revive the pessimistic state of the industry?
Additional Supporting Materials
- What can we learn from brands like Google that provide a free service to users with tremendous financial upside from its advertising model?
- Will the platform brands save music?
- Does the technology component inherently disprove the overused music-is-like-bottled-water analogy?
- What are the most viable other avenues for making money — partnerships and sponsorships, merchandising, touring and/or licensing?
- What is the blueprint for a win-win compensation model for musicians, fans and corporations?
- Claire Falloon, Director, Verbal Identity, Interbrand
Vandana Ayyar, Marketing Coordinator, Interbrand
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