NETTWERK: DIGITAL MARKETINGIN THE MUSIC INDUSTRY, case study analysis

1. NETTWERK: DIGITAL MARKETING IN THE
MUSIC INDUSTRY
Presented By:-
Ali, Piyush, Sachin

2. 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

3. 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.

4. • 2. Geography would matter less in the Internet world.
• 3. Listening habits of fans nowadays are different from habits of fans
before.

5. 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?

6. Case Inferences

8. ONLINE MUSIC STORE

10. RECOMMENDATION

11. Single track downloading is more as compare to whole albums, so should try with single
track.

13. 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.

14. • “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