Publications
Publications
- December 2009 (Revised December 2012)
- HBS Case Collection
Sony and the JK Wedding Dance
By: John Deighton and Leora Kornfeld
Abstract
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
Citation
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.)