Les stratégies d’extension de marque des artistes: Le cas de l’industrie musicale

Since the early 2000s, the music industry has been in a recession related to digitization and Internet piracy. This crisis has a major impact on the business model of artists. They now derive their income mainly from concerts and merchandising. In this article, we are interested in another strategy, namely brand extension, whereby artists take advantage of their popularity to launch new products. We develop a model of the underlying psychological process that we test through an investigation of a potential brand extension of the Coldplay band.