ABSTRACT
Corporate strategy is central to any consideration of musical mediation as it entails an explicit attempt to manage the production-consumption relationship of music, and it is this relationship which produces so much uncertainty, anxiety, conflict and confusion. The international marketing department, drawn ever closer to the strategic planning staff at corporate head office, have ways of ensuring that these plans are implemented. Corporate headquarters also attempt to 'motivate' local staff in different territories by gaining their involvement in more subtle ways by offering access to artists, both backstage at events and in company offices. The chapter focuses on the 'major' record labels of the multinational entertainment companies. Record companies use the vocabulary of portfolio management when viewing the mix of their labels, genres and artists and as a means of assessing or characterizing the 'assets' in their portfolio. The practice of portfolio management enables the company to assess and divide up different genre divisions, labels or those working specific artists.
