Welcome to the Junie E-Book Club

Periodically, we will select and present a book that we feel to be helpful to those of you interested in music and marketing. The books are free to download, and are offered to Junie Morrison Online's Mailing List Subscribers. The books presented here are under the Creative Commons license.

Below, you can see a list and excerpts of e-books we currently have for download.

Go to the bottom of this page or click here to choose your free e-books (PDF).

"There is also the story about how the internet is ‘killing’ the record industry. Downloading, and the practice of burning CDs is single-handedly responsible for the impending demise of the major labels, causing the decline of high street retail and is undermining traditional, ‘natural’ models of music distribution and consumption — and consequently preventing rights holders from receiving their deserved reward for their part in the creative process.

Nonsense. In fact, technology does not ’cause’ these things. Technology changes and we choose our response. We have agency and can negotiate these shifts in media, as long as we understand them as they happen."

"Music is a powerful medium that can bring the emotional qualities of products and services to life and help activate a Brand promise. The beat of the music can literally connect with the heartbeat of the consumer.

The power of music and how to use it to achieve greater success in the brand arena, however, is currently misunderstood and undervalued. This paper discusses four principles that will help companies recognise the value of music in the context of branding."

Music Equity: The Power of Music in Branding

Nine Ways To Ride The Digital Music Wave

"Third, these traditional techniques may not reach the target market. More people are heading to blogs for their news, satellite for radio, MP3s for music, and the Internet for entertainment. These media are, for the most part, beyond the reach of traditional marketing.

This paper investigates a number of alternative marketing techniques appropriate for entrepreneurs and owner-managers engaged in business-to-consumer venutres."

"Jazz does not have a clear and direct origin or inventor. Like many other American cultural phenomena, jazz resulted from the synthesis of many predecessors of various origin‚ some African, some Latin American, some European, and many, by the time the music started to take shape, uniquely American.

Rather than attempting to deduce a direct story with places, names and events that brought about the first jazz performance, this chapter will look at many musical styles and trends that had some role in shaping jazz."