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Abstract

Converse spends millions of dollars building and running world-class recording studios and giving free studio time to indie artists around the globe. Red Bull has a top record label, Jeep throws free secret concerts, Taco Bell gives out free music by indie artists. The list goes on of brands that are providing experiences and content for their consumers that don’t have anything to do with their core product. Brands are playing offense against the digitalization that’s changed their world.

Keywords

Music Video Music Industry Live Event Brand Identity Social Empowerment 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Eric Sheinkop 2016

Authors and Affiliations

  • Eric Sheinkop

There are no affiliations available

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