Case ID: 510064
Abstract:
Case
Solution & Analysis for Sony and the JK Wedding Dance by John Deighton, Leora Kornfeld
Executives at Sony Music Entertainment faced a dilemma: a user-generated video featuring controversial artist Chris Brown's music was netting millions of views per week on YouTube. Sony held the copyright to the song, and was entitled to issue a takedown notice to the party that uploaded the video. How should Sony act? This case looks at the issues faced by marketers in an environment in which consumers disseminate content without the assistance, or approval, of gatekeepers.
Keywords:
Consumer behavior, Copyright, Internet, Marketing, Marketing strategy, Network effects, Social networks, Sony and the JK Wedding Dance
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