Every company is now a media company. This isn't a new take or an innovative take. It's the reality of today's business landscape. It's the standard. CEO and Marketing expert, Gary Vaynerchuk has talked about it. Consulting firm PWC has written about it. With the barriers to entry to media creation shattered by innovative technology, there's very few reasons not to play in the content creation game.
In most instances, the focus is on traditional businesses evolving as media companies, but I want to talk about why this is essential to artists and how they can employ similar tactics.