Nettwerk: Digital Marketingin the Music Industry

The music industry comprised a wary alliance between art and business. Artist, musicians and songwriters relied on business people in the form of publishers for the promotion and sale of recorded music product. Publishers were of two kinds: major and independent. There were majors like Universal  Music Group, Sony Music Entertainment, etc but not much more independent label.  Independent labels or indies, there were literally thousands labels.

Artists and musicians were traditionally paid from these album sales. Sales with the major labels were stimulated in 1984 by introduction of the compact disc. Since 1991 some company’s made experiments in digital audio encoding (mp3) and recorded music industry’s peak in 1999. In 2003, Apple launched Apple’s iTunes Strore, its a beganning big developing digital music sales.

Nettwerk was one of the larger independent music labels, publishers and management firms, whose over its 25 years operations. Nettwerk was born from Terry McBride’s passion for musics as an engineering student, he shared his enthusiasm for British and European music as a host on the campus radio station and nightclub disc jockey and became involved with local bands as booking agent, concert promoter and manager. And in 1984, he and a friend, Mark Jowett, formed an independent label, Nettwerk Records, signing artist in electronic, dance, and industrial genres.

Nettwerk Key success is responds to digital transformation. In the spring of 2002 Terry McBride proposed a radical reshaping of the company, they would phase out its compact disc business and shift its focus to the digital music marketplace. The goal was market to fans wherever they spent their time. Beside that, by staying abreast of fans changing media use, Nettwerk soon found itself exploring the social networking site MySpace and the artist and fans pages that had began to populate that site. For sequirreling the tail, Netwerk utilize some medias likes television placement, Ad Placement, Cause-Related marketing, niche taste.