Is Windowing a Promising Distribution Model for the Music Industry?

Bachelor Thesis from the year 2016 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, University of Münster (Marketing & Media Research), language: English, abstract: The object of this bachelor thesis is to analyze if windowing could work as an eligible distribution model for the music industry. Methodically, it includes a literature overview based on the use of windowing within the movie industry, where this distribution model has been applied for several decades and still finds application today. The report procures a conceptual framework for sequential distribution and its success factors, supplemented by the examination of necessary knowledge regarding the music business and respective aspects such as the current distribution practices. It provides an approach for a possible configuration of windowing as a distribution model for the music industry. The analysis of eligibility itself is conducted with help of an evaluation of the chances and risks that would go along with an implementation of the distribution model.

Findings lead to the general possibility of windowing in the music industry, but point out that applying this distribution model is accompanied by a high number of risks that have to be carefully traded against the potential gains reached by these actions. This thesis recommends to pay attention to different factors such as genre and target market and to examine which specific player within the supply chain should benefit from the changes in the distribution model.

Like in most industries, managers in the music industry have to ensure the profitability of their business model and are forced to adjust their decisions and actions while steadily paying attention to the changes and development on the market. As the behavior of music consumption has changed rapidly since the beginning of the 21st century, profitability is highly endangered by new distribution channels with their special requirements and lower revenues.