Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Marketing Strategy, Relationship Marketing, Services Marketing, Supply Chain.

Description: With concert venues closed, musical careers must be forged on streaming platforms instead. It’s been an awful year for the majority of artists who make most of their income from gigs and touring. Yet a small but growing number are harnessing the latest tech to break through on Spotify, YouTube and TikTok.


Date: Dec 02, 2020


Questions for discussion:

  • Describe the business model and the benefits to the artists.
  • How can the artists add marketing value to boost their relationships with fans?