Digital Music Distribution

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Marketing Strategy
For Digital Music Distribution
within the scope of Indonesian music industry
| | | | |Course |: |Marketing Management | |Lecturer |: |Prof. Dr. Basu Swastha Dharmmesta, MBA. |

Submitted By:
Julianto Hiliansyah


Music industry has grown to a new level, digital distribution. Compared to conventional distribution, digital distribution is much more effective and efficient, for musician, record label and customers. However, in Indonesia, the system hasn’t support such phenomenon. Only ring back tone (RBT) is the only digital business that grows rapidly. But digital distribution is not just RBT. To support this system more comprehensive, musicians, record labels, government and customers has to be involved. It has to be done to maintain the Indonesian music industry. Keywords: music, music industry, digital music distribution, musician, record label, RBT


Music has always been a part of people’s life. For some people, music is a way to express their mind and feelings. With or without expression of word in a song, still we can feel the emotion of the song, whether it is expressing love, joy and happiness or full of anger, sadness, heart-breaking and melancholic feelings. While other people listen to music just to entertain themselves. The beauty of melodies and harmonies in a song laid comfort in our ear drums and pleasure in our heart. Our feet jolts and our fingers flick following the beat of the music. While our lips humming the words, following the lyrics of the songs, as if we are the singer him or herself. That is how music affecting our everyday life. The word music is derived from Greek word, “mousike”, means the art of Muses. Muse is one of the nine ancient goddess in Greek mythology who inspires learning and arts (Wikipedia, 2009). Other definition, music is (1) an art form using melodious and harmonious combination of notes, (2) laws of this, (3) composition in this art (Collins Concise Dictionary and Thesaurus, 1994). From those definitions, we can define that music is an art form whose medium is sound with its elements – melody, harmony, rhythm, tempo, dynamics and sometimes with lyrics – composed into a form of song. Long ago, people enjoy music by listening to the radio or to a cassette. Musicians record their album in a cassette and widely distributed. Radio station could broadcast their songs and listeners can enjoy it from home, car or other places. People can also listen to their favorite musicians’ songs by buying the cassette. Of course people can also copy the songs from the cassette, but that would be illegal. Nowadays, The latest technology are CDs and MP3 files, makes it more compact and easy to collect. We can buy a CD – mostly contains 10 to 20 songs – and listen to it in a CD player or by using computer. But MP3 files can be included more than a hundred songs in a CD. That’s because MP3 files has smaller file size and able to be inserted in a MP3 player, cell phone even computer and laptops. People don’t always buy the songs they want. Because of small-size file and easy to transfer, people can share songs among friends. Just copy-paste from computer to computer using flash disk or CD, sending from cell phone to cell phone via Bluetooth or infrared, or even from computer to cell phone or vice versa. There are also websites that provide people who access it to listen to music, buy music (albums or songs) and sharing music. This kind of activity is described as digital distribution, which...
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