Like Taking Candy from a Piñata
For many brand marketers, today’s unhampered digital flow of free information has empowered consumer control to convey powerful insight back to brands. However, in the music industry, Napster’s introduction in 1999 burst open the piñata of purchased music, transforming customer experience to consumer entitlement practically overnight. Over the past 15 years, the music continues to spill from the source while artists and record companies battle to scale this mounting landslide of....