The Essence of the Music Business: Strategy

· Mika Karhumaa
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 Understanding the importance of strategy is the basis for rational advancement. In the music business – strategies are not always perceptible. They are multi-layered, long-lasting, but also instantaneously effective. The ultimate goal often transpires along the way.

In order to understand tactics, one has to read between the lines. The reason why different pre-conditions and industrial expectations must always be taken into account is due to conflicts between economic and artistic goals. An artist’s progress often depends on their interest groups’ comfort to these aspects and is about maintaining the balance between business objectives and the artist’s story.

This book deals with factors affecting strategy and how it relates to the artist and their management. Since viable passive income generation in the streaming era is what is most sought after, management missions have also changed. Managers, record companies or music publishers are no longer patriarchs as before, but more like partners. This book illustrates the current state in light of new opportunities.

‘Strategy’ is the final chapter of The Essence of the Music Business Trilogy from Mika Karhumaa.

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Mika Karhumaa is a music manager, legal adviser, author and a publisher. He has been a manager for various artists and industry in general over two decades. He has lectured a lot on the subject, for example, at the Sibelius Academy, Arcada University of Applied Sciences or HEO to name a few. He studied law at the University of Turku. He specializes in international contract law and copyright. As a manager, he is probably best known for his collaboration with Winterborn and Celesty. In year 2014 he started writing the current mission - a systematic book series about international music business and the global practice that people within the industry have complied with. 'The Essence of the Music Business - Contracts' is the first volume. The second volume of the book, 'Philosophy', was published in autumn 2018. The last and final part of the series, 'Strategy' will be published in early autumn 2019. More information and articles about music business is available at

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