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Case
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Reference no. 321-0225-1
Originally published in: 2021
Version: 8-Jun-2021

Abstract

The case opens with the major achievement of an American music band named Vulfpeck: organizing a live show in one of biggest venues of the United States, the world famous Madison Square Garden located in New York City, while being unsigned to a record label. The first part describes the career of these 'do-it-yourself (DIY)' musicians from its creation in 2011 to the end of the year 2020. To contextualise the actions of the band, the second part of the document analyses the emergence of Indie musicians in the whole music industry. This trend forces record labels to reimagine their value proposition to artists. The third part is about the business model of the band and identifies the key ingredients of that success. As a conclusion the case study invites the reader to draft some ideas to continue the expansion of the band, facing the challenge of the COVID-19 lockdown. Data about ticketing, marketing, social media presence and music streaming playlists are provided in the Appendixes. Economic concepts such as price discrimination and scarcity are discussed to explain the success of the band.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Time period

The events covered by this case took place in 2011-2020.

Geographical setting

Region:
World/global
Country:
United States

Featured company

Vulfpeck
Employees:
2-10
Type:
Self-owned
Industry:
Music

Featured protagonist

  • Jack Stratton (male), Band leader

About

Abstract

The case opens with the major achievement of an American music band named Vulfpeck: organizing a live show in one of biggest venues of the United States, the world famous Madison Square Garden located in New York City, while being unsigned to a record label. The first part describes the career of these 'do-it-yourself (DIY)' musicians from its creation in 2011 to the end of the year 2020. To contextualise the actions of the band, the second part of the document analyses the emergence of Indie musicians in the whole music industry. This trend forces record labels to reimagine their value proposition to artists. The third part is about the business model of the band and identifies the key ingredients of that success. As a conclusion the case study invites the reader to draft some ideas to continue the expansion of the band, facing the challenge of the COVID-19 lockdown. Data about ticketing, marketing, social media presence and music streaming playlists are provided in the Appendixes. Economic concepts such as price discrimination and scarcity are discussed to explain the success of the band.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Settings

Time period

The events covered by this case took place in 2011-2020.

Geographical setting

Region:
World/global
Country:
United States

Featured company

Vulfpeck
Employees:
2-10
Type:
Self-owned
Industry:
Music

Featured protagonist

  • Jack Stratton (male), Band leader

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