Holiday Gifting Music’s Gifting Digital Double Whammy

Mark Mulligan

December 2014

The music industry has long placed supreme importance on the holiday season and it is a habit that dies hard. Release schedules are still geared towards the period and seasonal sales expectations, or least hopes, remain high. Yet gifting has been one of the biggest victims of the digital transition with digital gifting failing to capture the imagination of mainstream consumers. If a natural digital path cannot be plotted for music gifters the holiday season will ultimately lose most of its impact.

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