New distribution channels for music in direct marketing

Both music marketing and music distribution and music consumption behavior have been revolutionized in a short time by modern IT technologies. The practice of illegal music procurement is also forcing the music industry to respond with changed market strategies. In addition, global networking, mobile IT technologies and the resulting changes in marketing and advertising are opening up exciting new distribution channels for the music industry. The author first outlines this development in the music industry and presents the theoretical basis of buyer behavior. Based on this, current ways of music distribution in direct marketing are analyzed and critically scrutinized. The focus is on the interactive direct marketing methods of download stores, social music communities and digital do-it-yourself sales. In order to be able to develop market perspectives, the author conducted a comprehen.