Authors

Marie Owyong

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Abstract

In this research paper, I will dive into the value that back catalog has had in the music industry in recent years. I first dove into the financial statements of one of the biggest music companies in the world, Universal Music Group, to investigate how much money they invested into back catalog acquisition last year as well as some strategies they have in place to promote their back catalog. In my next phase, I use industry examples to show how current and past campaigns have generated revenue for the music industry and what strategies could be the most effective for back catalog marketing in today’s day and age. Finally, I conclude my research analysis by going over the current challenges catalog marketing is facing by diving into topics that focus on financial restrictions, song longevity, and timelessness. I conclude my paper by reviewing some current trends that the music industry is following to promote their back catalog and how these trends could continue to generate revenue for years to come.

Publication Date

7-1-2024

Campus

Valencia (Spain) Campus

The Value of Back Catalog in the Music Industry: The Factors and Strategies that Reignite a Brand and Earn Money

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