CRI 620 Lecture Notes - Lecture 5: Upselling, Osheaga Festival, Value Proposition

• School: Ryerson University
• Department: Creative Industries
• Course: CRI 620
• Professor: Adam Countryman

Document Summary

Lecture 5 - brand partnership - guest lecturer lucas canzona. Selling out the old perception = negative just about money and there"s no way that money and art could cross the new perception aligning yourself with a brand is a more modern idea. What has changed? artist revenue models album revenue has decreased and there is a void. How is it going to be filled? artists have supplemented their drop in recorded music income with other revenue sources consumer spending habits consumers are looking to streaming services and other partners to provide access to music. More spending on experiences (concerts, band meetings, etc) and less on physical music attitudes new perception of partnerships as being part of the game. More and more brands are using music as a vehicle to reach their target audience fans are becoming more accepting of well executed partnerships when it seems almost natural tactics and execution.