In the business of entertainment, digital technologies are dramatically disrupting the way products are developed, marketed, and distributed. As a result of this paradigm shift, entertainment executives and content producers are challenged to effectively allocate limited resources—both human and financial—across a seemingly infinite array of fragmented channels in order to survive. With an increasing number of musicians, athletes, stars, and authors promoting their brands via a wide range of online and offline channels, intermediaries must reinvent their strategies to compete effectively. This innovative new program
provides proven approaches for marketing creative products and portfolios, managing and marketing talent, determining when to make smaller versus blockbuster bets, and identifying and capitalizing on market disruptions.