For Consumer Product Strategy Professionals

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	September 4, 2009 Music Release Windows: The Product Innovation That The Music Business Can't Do Without by Mark Mulligan with David Card, James L. McQuivey, Ph.D., Erik Hood

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Executive Summary

In the late 20th century, music business artist contracts, development cycles, release schedules, and promotional activity were all shaped around getting a little shiny disc of a dozen or so tracks into the stores. Now in the 21st century, the album straightjacket can be thrown off and releases can become part of a continual artist-fan relationship. Sure, the die-hard artists of the album era will bemoan the death of a creative construct. But that ignores the immensity of the new creative opportunities that will accompany the radical product innovation that the music industry so desperately needs. And the benefits go far beyond the artists and labels; they open up core new revenue opportunities for mobile carriers, ISPs, device manufacturers, and even brands. Perceptions of value and scarcity must be rebuilt along new lines, creating a blueprint for product strategists across all content genres.

TABLE OF CONTENTS

• We've Had Business Model Innovation; Now's The Time For Product Innovation
• Convenience, King Of The "Four C's" Of Digital Content
• Clear Differentiation Will More Fully Realize Channel Partner Potential

RECOMMENDATIONS

• Make Product Innovation The Beating Heart Of Digital Music

WHAT IT MEANS

• All Media Industries Will Need To Innovate To Survive The Media Meltdown

ALTERNATIVE VIEW

• Record Labels See Their Monopoly On Artists Weaken
• Related Research Documents

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