Référence:

Charbonnier Robin, Poinsignon Pierre, Paris Thomas (2021)  “From BoP to Beat, an analysis of the digital transformation in music”, Revue française de gestion, vol. 294, n° 1, p. 115-134.

Abstract:

In a struggling music market, the digital distributor Believe has grown to the point of competing with the Majors in the industry. This article analyzes its singular strategic choices, to draw lessons on digital mutations. The extension of Believe to artists excluded from the industry leads us to call upon the “Bottom of the Pyramid” literature. We show that this choice is at the origin of a model that breaks the traditional boundaries of the industry by mixing technical services for the greatest number of people and support for selected artists.

Keywords:

Bottom of the Pyramid, creative industries, creativity, music, digitization