Customer Relationship Management in Music Industry – does Sharing Music Online Works?

Inga Kaszycka
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Inga Kaszycka: Maria Curie-Sklodowska University in Lublin, Poland

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Abstract: Customer Relationship Management (CRM) as a concept of creating and managing the relations with consumers is very important in music industry. The music business has been undergoing drastic changes since many years and is now heading towards direct to customer ideology. The purpose of this article is to analyze possibilities of sharing music online as a CRM tool to create and maintain direct relations with costumers. The article will present synthetic results gathered during the survey addressed to bands working with independent recording studios in Germany. Conclusions taken from this research may provide recommendations for various music bands and music managers.

Keywords: Customer Relationship Management; CRM; music industry; music management; online marketing (search for similar items in EconPapers)
Date: 2016
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