Référence :

Charbonnier Robin, Poinsignon Pierre, Paris Thomas (2021)  “Du BoP dans le beat, une analyse des transformations numériques dans la musique", 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. 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 "Botton of the Pyramid" literature. We show that this choice is at the origine 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