Essay

From poster to post: a marketing analysis of Spotify and Deezer

Abstract The disparity in subscriber numbers between streaming services Spotify and Deezer, could possibly be explained by the difference in execution of their marketing strategy...

Keys of change: a brief analysis of the modern musical instrument market

Mankind has a rich history of music. Ever since the dawn of civilization, there have been people who have been documented engaging in song...

‘Help needed:’ an analysis of crowdfunding

Back in 2002, David Bowie was quoted as saying: “Music itself is going to become like running water or electricity” (Titlow, 2016). Almost 20...

Union Burying Ground: the end of an era?

Being a musician is not always easy. You are often self-employed, and unless you are a business savvy musician, odds are big you will...

The Song That Remains The Same

The corporate world of publishing The music publishing industry is an old one, stemming from the invention of the sheet music press. However, nowadays publishers...

A synching ship: how to navigate the currents of modern music consumption

“Baba baba, I’m lovin’ it”. For many people this will instantly trigger memories of the all present McDonalds commercials from the 00’s, and for...

Swedish Successes: Kobalt Music Group

Swedish Successes: Kobalt Music Group “Trust is good, but control is better,” according to Swedish entrepreneur William Ahdritz, founder and chairman of Kobalt Music Group....

Homegrown: A look at the Zac Brown Collective

The music industry has changed significantly over the past 50 years; Back in the 1970’s, record labels were the gatekeepers to big audiences and...

Born This Way: the birth of a #1 album

Lady Gaga was at a crossroads in 2010; Her first two releases, The Fame and The Fame Monster had been big successes and in...

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