ABSTRACT

As the music industry embraces new media, music businesses are seeking to leverage new platforms and are investing heavily in interactive development. The technology is evolving rapidly and in many instances the music business will not have the ability to develop new channels to market and offer the complete service to its target audience. Therefore it must enter into partner relationships with other companies that can support innovative formats and implement leading-edge technology. In this chapter we will consider some strategic commercial relationships which the music business might enter into in order to maximize revenue from its digital presence.