The Digital Music Market: Distribution Strategies for Music as an Intangible Product
Music in the Internet era is still the centre of attention for a colossal number of fans and is an integral part of people’s lives. The way how music is consumed nowadays has taken on many new and diverse forms. On the one hand, the digital age has opened new doors for selling music online. On the other hand, the music industry still has to cope with sales decreases due to online piracy. Moreover, traditional participants of the value chain have to compete with companies from outside the music industry who are pushing into the market. They try to claim areas of the value chain for themselves so traditional music companies are forced to adapt quickly to this dynamic market in order to stay competitive. In this work the author describes the industry structure of the music industry and analyses in how far traditional activities of the value chain are relevant in today’s online music market. The core activities of music companies are examined and are valuated according to their chances and risks in the digital market. In addition to this, new ways and possibilities of music distribution over the internet are highlighted and investigated in the following.
St. Pölten, FH-Stg. Medienmanagement, Dipl.-Arb., 2009
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Musikwirtschaft; Internet; Urheberrecht; Raubkopie; Musik; Downloading; Legalität; Musikwissenschaft