Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • The xx sent their latest album to one lone fan, who kick-started the sharing frenzy
  • The xx sent their latest album to one lone fan, who kick-started the sharing frenzy
    The xx (2012) ©
CASE STUDY

Why did The xx only tell one fan about their new album?

As legal music sharing becomes ever more integrated with social networks, are experimental releases like The xx’s viral freebie a sign of an industry loosening its shackles?

Location Global

Scope
The music industry is still struggling to piece together a stable business model that can monetise the habits of a web generation. As legal music sharing becomes ever more integrated with social networks, are experimental releases like The xx’s viral freebie a sign of an industry loosening its shackles and welcoming new ways to deliver content?

With music, film and video games increasingly delivered through the internet rather than stacked on the shelves of retailers, alternative methods of digital distribution and marketing are flourishing. Creators are finding intuitive ways to recreate a lost sense of anticipation ...

Canvas8