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  • December 2009 (Revised December 2012)
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Sony and the JK Wedding Dance

By: John Deighton and Leora Kornfeld
  • Format:Print
  • | Language:English
  • | Pages:9
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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.)
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About The Author

John A. Deighton

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Related Work

    • December 2009 (Revised December 2012)
    • Faculty Research

    Sony and the JK Wedding Dance

    By: John Deighton and Leora Kornfeld
Related Work
  • Sony and the JK Wedding Dance By: John Deighton and Leora Kornfeld
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