A 15-page paper reviewing the digital marketing developments within the music industry, drawing upon the principles and concepts
learned in the course and providing your vision for the next 5 years. A minimum of 15 scholarly references must be used. According to
Nielsen SoundScan’s latest report, more than 70% of the music consumed in the first six months of 2014 in the U.S. was either
downloaded or streamed and streaming services are the only part of the recorded music business that’s growing. Digital’s influence on
the music industry has driven consumption and provided immense opportunity for new business, from newer entrants, including Spotify and
Pandora, to developments from veteran players, including Apple, Google and Amazon. However, these competing services have paved the way
for a highly fragmented landscape, creating a maze for artists and labels to understand and capitalize on fan behavior.
use the following references:
https://hbswk.hbs.edu/item/digital-initiative-summit-who-has-the-power-in-the-music-industry
https://knowledge.insead.edu/blog/insead-blog/the-characteristics-of-effective-brands-3940
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