Dubner, Stephen J. "What's the Future of the Music Industry? A Freakonomics Quorum." Freakonomics Blog, New York Times. 20 September 2007. <http://freakonomics.blogs.nytimes.com/2007/09/20/whats-the-future-of-the-music-industry-a-freakonomics-quorum/>

This 2007 New York Times blog compiles the opinions of five different experts on the music industry. They are asked to reflect on the "future" of music in the context of the digital revolution. One expert is the author of the previously-referenced "Effects of File-Sharing on Record Sales," three are major music executives, and another is the founder of Engadget and a free, online-only music label. Essentially, they all offer disparate perspectives regarding the way in whcih music consumption is changing.

In a paper meant to argue a particular position about the success of new online music distribution methods, any novice or statistical opinion must be tempered by that of the experts. This New York Times column is a unique and valuable compilation of 5 different expert opinions. Largely, everyone seems to agree that the music industry is undergoing substantial change and that the labels must be open to reinvention. One suggestion undrestood by the labels in 2007, it seems, are advertising-supported models. Most interestingly, in their opinions these experts define exactly why the internet has changed the demand for music so thoroughly: it has affected scarcity. This is a crucial basis of understanding for any marketing or revenue model that follows.

Anderson, Nate. "Free Nine Inch Nails album tops 2008 Amazon MP3 Sales Charts." Ars Technica. 6 January 2009.

This article summarizes experiemental distribution of Nine Inch Nails's new album and the effects the new online distribution model had on sales. Nine Inch Nails released the album Ghosts I-IV under a Creative Commons license, which allows legal free sharing and remixing. Despite this, the album garnered huge profits; both via digital download on Amazon.com, and perhaps more significantly in limited edition "extras" sets. The Ars Techinca article goes on to pose two questions to Fred Beneson of Creative Commons: Why would fans buy the album when it could be had for free, and would Creative Commons Lisencing work for record labels? Bereson addresses these questions speculatively, with optimism as well as some analysis of the factors necessary for the success achieved by NIN.

This is a major success story for Creative Commons, and an example of a profit-making model that still offers free download and distribution of music. The profits of Ghosts I-IV speak to the appeal for a product that is not available for free download (extras, convenience, or the authenticity of supporting an artist directly). Understanding the presence of this demand is necessary for understanding the way people want to consume music in the digital age. Profits can be achieved via different music products and services.

Accenture Media and Entertainment. "The Challenge of Change: Perspectives on the future for Content Providers." Accenture Global Content Study 2008. Accenture: 2008.

This report is the result of a market research firm initiative, in which they surveyed 100 entertainment executives to determine their opinions on the future of revenue models based on digital media. The results of the survey show that the ad-based model is the most popular model for the surveyed executives, as opposed to subscription or iTunes-like services. Though the focus in the report seems to be on forms of entertainment other than music media, it provides a successful context for profit-garnering models in digital entertainment. It also reflects the point of view of those that will ultimately be responsible for shaping the way that media is transferred to the consumer (legally) online.

This report represents yet another perspective on successful provision of internet content (without greater legislation). The importance of advertising on maintaining free content on the internet cannot be understated -- many argue that advertising-based models represent the future of music revenue. Ad-based music models are already being put into place: the music-search engine developed by Google in China, for example. The Accenture report is important, therefore, because it provides data and quotes from industry experts that address the longstanding relationship between advertising and entertainment.

Anderson, Chris. “The Long Tail.” Wired Magazine Issue 12.10. October 2004. < http://www.wired.com/wired/archive/12.10/tail.html>

Chris Anderson’s article “The Long Tail” (later expanded into a book) introduces the idea of the growing importance of the Long Tail in the way that media is marketed on the internet. It posits that the internet has allowed for a new profitability of the non-“hit” 80% of entertainment product (books, music, DVDs). Ultimately, he argues that the incorporation of the Long Tail into business and marketing models has been advantageous for the entertainment industry, the consumer, and for “culture” as a whole.

The concept of the rising profitability of the Long Tail is a major one in any argument regarding new music marketing on the internet. The Long Tail model is a fundamental example of the way that online consumption of media has changed (and, it is argued, improved) the music industry as a whole. Since 2004, when Anderson first coined his Long Tail idea, we have seen the effects of Amazon, Netflix, and iTunes’s feedback mechanisms for identifying taste and suggesting a focus on less-popular items. Clearly, the exploitation of the Long Tail by these distributors proves the profitability of internet-specific marketing models. Further, I believe that the growth of the Long Tail model has been a taste-making mechanism in the generations that have embraced these internet vendors—not only has the use of the Long Tail shaped marketing initiatives, but it has changed the way the consumer defines their own taste.

Carles. "Animal Collective is a Band Created By/For/On the Internet." Hipster Runoff. 13 January 2009. <http://www.hipsterrunoff.com/2009/01/animal-collective-is-a-band-created-byforon-the-internet.html>

In this blog post, satirical/ironic blogger "Carles" produces one of the most-discussed theses on Internet music of 2009. He posits that the band Animal Collective's most recent release, Merriweather Post Pavillion, was successful specifically because it catered to the tastes of it's internet-savvy audience. In doing so, Animal Collective has thereby defined what it means to be an "internet band": how to walk the fine line between mainstream and authentic taste; how to produce internet hype without immediate backlash; how to produce revenue despite a full-album leak. Hipster Runoff also references the importance of online-criticism mediums like Pitchfork and meme-production in determining the success and respectability of a band. Ultimately, he concludes that the success of Animal Collective is not only the result of but also a reflection upon the band's internet following: a "symbiotic relationship" uniquely achieved.

This Hipster Runoff post is important in the way that it was reflected on throughout the blogging community; it was taken with unusual sincerity, and both praised and criticized. The story of Animal Collective's new rise to prominence (Merriweather Post Pavillion is their fifth album) tells the story of the new internet marketing machine. This CD epitomizes a particular kind of marketing and revenue model on the internet. The Hipster Runoff post takes this a step further, as it analyzes how and why the internet-branding of Animal Collective was successful, and the way the branding of Animal Collective simultaneously contributes to a branding of self. Animal Collective and the Hipster Runoff analysis is an example of the way that online music critics, independent bloggers, and their music-savvy audience are responding to a particular kind of online music marketing.

This article discusses the ways in which record companies are compensating for their losses through marketing.  After the Sony/BMG merge, Columbia Record Executive Charlie Walk, leads the way.  He asserts his belief that for the majors to stay in on the game they need to legitimize the online music downloading space and create alliances with consumer-goods companies to make a profit where it is being lost. Thus downloading has changed artist marketing too.