Skivbolagsbranschen och Internet : En jämförelse mellan major- och indiebolag

Sammanfattning: Purpose: To analyze and clarify differences between indie and major labels in the use of and attitude towards the Internet as a marketing and distribution channel. Method: In this study, we use mostly qualitative but also quantitative methods. Representatives from four record labels, two indie and two major labels have been interviewed, and we have also examined the companies’ activities on the Internet. Conclusions: This study points to a number of differences between indie and major labels. Indie labels are generally more open to business development and innovation. As for marketing, indie labels make use of web services such as Myspace and Facebook to a greater extent than major labels. However, the whole industry is heading towards a future where no company really knows how to best market its products.