音乐产业充满活力。它已经从一个依赖唱片收入的行业发展到依赖艺术家品牌。While there is still a market for physical distribution,streaming has changed the landscape of the industry.Anyone with a mobile phone or computer can access music for free through platforms like YouTube and Sound Cloud.With this immediate availability,more people are turning away from paid subscriptions,which has made profitability more difficult within the industry.
因此，唱片公司专注于营销艺术家品牌，以创造购买下载以外的价值。The key is to be authentic,relevant,and transparent.In the music industry,transparency is especially important in three key relationships: label to consumer,label to artist,从艺术家到消费者。While physical purchases are declining,there is a clear demand for authentic music.以阿黛尔为例，例如。她在2015年发行了一张新专辑，只能通过苹果音乐购买。她打破了专辑销售的所有记录，并被评为2015年全球最佳艺术家。While Adele may be the exception,her success shows that people are willing to pay for music.In an age where musicians can promote music through free social media platforms,竞争正处于高潮。艺术家，以及代表他们的音乐公司，need to create value for consumers.It is crucial to connect with consumers on a deeper level than product value and price.消费者想感受到与他们购买的产品或服务的联系，并将其与自己的利益和价值观相一致。
