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  • October 2015
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BandPage (A)

By: Karim R. Lakhani, Colin Maclay and Greta Friar
  • Format:Print
  • | Language:English
  • | Pages:27
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Abstract

BandPage CEO James "J" Sider is about to receive results from BandPage's targeted advertising campaign on music streaming service Rhapsody and learn whether BandPage's strategy to improve ad click through rates and generate revenue has succeeded. BandPage, which began as a Facebook app to help musicians build professional-looking pages and convert fan "likes" into revenue, has become a major hub in the online music network. BandPage has deals with upstream and downstream music partners, from streaming services to ticket sellers to merchandise companies, and has built relationships with artists by providing a one stop shop to update current band information across most major music sites simultaneously. BandPage's most recent project has been to differentiate fans by their behavior on streaming sites in order to target super fans with high priced, exclusive and/or personalized offers from artists. At a time when tensions are high between streaming services and artists who believe that they are not being fairly compensated for the use of their music, Sider is convinced that BandPage can help streaming services drive revenue growth for artists through ticket, merchandise and exclusive offer sales. If the Rhapsody data proves that BandPage's strategy is working, the potential revenue growth for BandPage and all of its partners is massive.

Keywords

Music Industry; Digital Innovation; Digital Music; Digital Marketing; Mobile Marketing; Technological Innovation; Marketing Communications; Music Entertainment; Mobile Technology; Music Industry

Citation

Lakhani, Karim R., Colin Maclay, and Greta Friar. "BandPage (A)." Harvard Business School Case 616-015, October 2015.
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About The Author

Karim R. Lakhani

Technology and Operations Management
→More Publications

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More from the Authors
  • Threadless: The Renewal of an Online Community By: Shane Greenstein, Karim Lakhani and Christian Godwin
  • Consuming Contests: Outcome Uncertainty and Spectator Demand for Contest-based Entertainment By: Patrick J. Ferguson and Karim R. Lakhani
  • Learning with People Like Me: The Role of Age-Similar Peers on Online Business Course Engagement By: Laura R. Huber, Jacqueline N. Lane and Karim R. Lakhani
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