Digital music and the “death of the long tail”

• Published in: Journal of business research Vol. 101; pp. 454 - 460
• Main Authors: Coelho, Manuel Pacheco, Mendes, José Zorro
• Format: Journal Article
• Language: English
• Published: Elsevier Inc 01-08-2019
• Subjects: Long tail; Music; Strategic management; Superstar effect; Strategic management; Long tail; Superstar effect; Music
• ISSN: 0148-2963; 1873-7978
• DOI: 10.1016/j.jbusres.2019.01.015

Digital distribution is a new technology that is revolutionizing the pop-rock music market. Extensive debate exists on the long tail theory that predicts a niche strategy in the pop-rock market versus the conventional wisdom of a “superstar effect” that predicts skewness in the market outcomes for artists. Our research tests the empirical evidence of such effects and elaborates on how the firms respond to this disruptive technological revolution and how this response changes strategic management.
•The pop-rock music market is facing a disruptive technological change.•There is empirical evidence of the persistence of the superstar effect.•Digital music and live music guide the strategic management in the market.