In our video, among lots of information about the changes in the music industry, we actually give an answer to this question. We highlight the fact that music can be seen as a marketing channel that aims to stronger a certain image of the brand. We call this process « audio branding ». However we also try to show how this industry works almost only thanks to digital marketing.
– Wikström P (2013) The Music Industry: Music in the Cloud, Polity Press, Cambridge
– Aguiar L, Martens B (2016), Digital music consumption on the Internet: Evidence from clickstream data – Information Economics and Policy Volume 34, March 2016, pp 27–43
– Sheinkop E (2016), « The Marketing Power of Music », The Art of Marketing with Music, pp 5-29, Palgrave Macmillan UK
– King M (August 1, 2009), Music Marketing: Press, Promotion, Distribution, and Retail