Blog: Bifurcation theory

The music industry is entering a new phase – less a fork in the road, than a slow but steady divergence . On one path sits the traditional record label model, which monetises music rights via scale of streams.

It is now a standard part of most music rollouts to release a clip of the song on social video platforms before it hits streaming. This makes sense when you think of social media as a marketing tool. But as social video has ascended (and arguably become more about entertainment than connecting socia...