Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Market Segmentation, Product Brands and Branding, Relationship Marketing.

Description: By the mid-2010s, big-name artists like Taylor Swift and Paul McCartney were railing against YouTube: The site was home to loads of unauthorized uploads of their songs, and even the authorized versions paid paltry royalty sums. It was an even harder battle to fight for the much less famous–and less lawyered-up–musicians in the industry. So, a lot of them simply put music on YouTube for free and focused on other ways to make money.


Date: Feb 19, 2020


Questions for discussion:

  • What is the business model presented by Create Music?
  • What need does it serve?
  • Who is the target market?