Peer To Pric Model: The Polyphonic Model

Marketers play an important role when it comes to when fans/consumers have the ability to create, communicate, and publish. Part of that role stems from catering to this new generation of consumers while the other part of that role includes quality control and target marketing. The main job of marketers is to appeal to the fans/consumers, and when they have the ability to create, communicate and publish, marketers must create and advertise product that will allow the consumers to do so. This includes possibilities such as interactive websites, live events, and other events that can involve the fan/consumer community. This is important to encourage fans/consumers to spread the work of an artist. This is a form of P2P (Peer to Peer) marketing, …show more content…
Distribution, recording, publishing, and other such services can be provided by Polyphonic if the artist so chooses, but they may also choose to use outside companies. All that is required is of the artist’s manager to provide the company with a master plan of how the artist plans to go about the recording, distribution, and marketing processes. As such, Polyphonic also does not own the master recordings for their artists. However, they have the right to use the copyright during the 10 years for which the artists are signed to the label. One of the biggest successes with this model is that artists have much more freedom to decide how they produce their music and how their music is marketed, thus appealing to more artists. However, one of the failures of this model, in terms of income, is that the company has a low profit margin. Since the company does not benefit from all aspects of the artist’s recording process, they have less to earn from, and thus generates less income (the main reason they have uncertain prospects as a …show more content…
However, it also provides less direction for newer artists, who may need more help figuring out what choices are better in the industry. In Polyphonic’s model, release is decided by the artist, so the label also has little say on this aspect. In a marketing perspective, since artists are receiving little help from the label, they might have less experience marketing their music in a way that can reach more of the target demographic. However, on the positive side, artists under Polyphonic’s model, there is more incentive for the artist to perform well, as performance directly relates to the amount of income the artist will get. Thus, they are more willing to put in more effort to market and promote their