mVine Ltd: A Case Study of a New Digital Music Label from Conception to Launch

Joanna Berry (University of Newcastle upon Tyne, UK)
Copyright: © 2005 |Pages: 20
EISBN13: 9781599044521|DOI: 10.4018/ijcec.2005070101
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This paper analyzes a new digital music label — — from conception in December 2003 to launch in March 2005. It discusses the turbulent context within which the company was launched and the particular individual strengths of the founding directors. The business model and specific revenue streams are described, and financial and marketing data are given to support the company’s launch development. A full description of how mVine operated initially as a virtual organization provides a full understanding of the benefits and challenges that such a company faces and the opportunity to discuss the strategies that mVine employed to overcome this. Technical information is given that explains how open source software was used to address issues of security and cost while reinforcing the company’s open and democratic ethic. An outline is given of the planned development of mVine from virtual startup to fully financed “clicks and mortar” corporate.
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