Verity: In Tune with Viral Marketing

Author :

Peta Krost Maunder; Yvonne Saini

Pages :

13

Product Type :

Case

Reference # :

WBS-2009-16

Teaching Note :

Institute:

Wits Business School

Setting:

Cape Town

Year:

2009

Keywords:

Viral Marketing, marketing, music industry

Summary/Abstract:

Looking across the bay from her home in Hout Bay, Cape Town singer Verity Price (known to her fans as Verity) reflected on how she had not allowed the exclusive South African music industry to prevent her from making and selling her first album. She was one of the world forerunners in using Internet viral marketing to sell her music, and she was the first singer to sell an album before it had been made. Now, in April 2009 – nine months after her album was launched – sales had slowed, and she wondered whether she could use viral marketing differently to increase sales?