art management

Case Study Project: Spotify What you must accomplish:

• Read the case study • Answer all Case Study Questions – your answers should be complete and well

written • Select four “Exhibits” from the back of the case study. On a separate word

document, explain what each of the four data charts are and what conclusions can be made.

• Complete the scenario – a written 2-3 page response

Case Study Questions

1. What was the counter offer made by Taylor Swift and Big Machine Record’s?

2. What were the three record labels that dominated the record industry?

3. Explain how labels traditionally worked with artists.

4. What was Napster? Give details.

5. Summarize American’s consumptions of music online in the early 2000s.

6. List all the examples of music streaming services. What are the pro’s and con’s of each?

(Example: The pro’s and con’s of Pandora)

7. In your own words, explain Spotify’s two-tier business model.

8. In your own words, explain Spotify’s revenue sharing business model.

9. What is the role of Spotify’s Label Relations team?

10. What is the role of Spotify’s Artist Services team?

11. What is the role of Spotify’s Artist Marketing team?

12. Why did Spotify deny Big Machine Record’s request? (i.e., what are Spotify’s policies

that did not agree with Big Machine Record’s request?)

Case Study Scenario

You are an employee of Spotify, where you work on the Artist Services team. An artist that you are currently working with has sent you the following email. You need to respond to the email explaining the situation to the artist. Your response will also need to be persuasive in order to sign the artist to a Spotify contract. To be persuasive you should include (not in this order) examples of successful Spotify artists and why they were successful; an explanation of Spotify’s business models and how the artist will earn revenue; select four different “Exhibits” to support your argument; and any other information that will be helpful for the artist to know.