88 Rising 2021

Abstract

This case study is multidimensional. One aspect of the case involves an overview of the disruption induced by the MP3, an innovation invented in 1995 by Karlheinz Brandenburg and popularized in 1996 with the launch of Napster, the first peer-to-peer exchange platform which raised new challenges in terms of intellectual property management giving rise later on to the development of the streaming platforms. This part highlights how the digitalization of the Recorded Music Industry impacted the labels’ value chains and emphasizes the significance of anticipating the speed of change as well as the potential opportunities and threats that it can induce. It also showcases the difficulties faced by the independent players to gain visibility and generate revenues on the streaming platforms. A second aspect of this case involves the strategic thinking of new entrants in a mature market and how they can leverage key success factors by a thorough development of their value chain and an innovative business model. This part will lead to the study of the concept of Online Brand Community (OBC), how 88rising managed to build a relationship based on Brand Identification with its public, and how it managed to develop it further for the establishment of a community and the virtuous cycle that resulted from it. Among other things, the question of racial representation will also be tackled. Finally, this case study is also designed to raise thoughts on the adoption of new technologies, and more especially the NFTs, to questions about their benefits and their compatibility with 88rising community-oriented strategy as well as the values that they embody.

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