Case | HBS Case Collection | December 2009 (Revised December 2012)

Sony and the JK Wedding Dance

by John Deighton and 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: Music Entertainment; Copyright; Marketing Strategy; Consumer Behavior; Network Effects; Social and Collaborative Networks; Internet; Music Industry;


Deighton, John, and Leora Kornfeld. "Sony and the JK Wedding Dance." Harvard Business School Case 510-064, December 2009. (Revised December 2012.) (request a courtesy copy.)