Paketering av digital musik
Intervjuer med nyckelpersoner inom digital musik i Sverige
This exploratory thesis uses qualitative research to investigate how digital music is beeing packaged. The main study consists of 11 deep interviews with key representatives of the digital music industry in Sweden. These are (record companies) EMI, SonyBMG, Universal, Warner, (DSP) InProdicon, (mobile operators) 3, TeliaSonera and (cell phone producer) SonyEricsson. Packaging is a concept of marketing that has specific implications depending on which good or service that is being packaged. Packaging occurs at different levels in the production chain. Results point to the fact that packaging is becoming more and more important as the market for digital music is maturing, and include a deepened contemporary understanding of value-adding packaging, bundling and unbundling strategies, packaging in webshops and cell phones, and the tendency for digital music to be packaged as a service, rather than a good.