Abstract
The web 2.0 is the passage from stock to flow: the information becomes dynamic. Indeed, the interaction between internet-users is at the heart of the web 2.0 applications. The internet users create virtual communities in which the messages written are quickly conveyed, scattered and transformed.
Web 2.0 also changes the musical production. The new label MyMajorCompany.com, created in 2007 by Michael Goldman and Simon Istolainen, is the first French community musical label. He proposes to the Internet-users fascinated by music to become the producers of young artists unknown. The idea is to discover to the Internet users the artists selected by the label for their creativity and to allow them to invest some money on them. When an artist collects 70,000€, the label starts automatically the process of production, distribution and promotion of the album.
Once producers, the Internet-users can follow step by step the evolution their preferred artist, participate in decision-making, contribute to the promotion of the artists and are divided the income of sales. This is a really innovative, original and new concept. Nevertheless, we wonder if this value proposition is sustainable at a long term basis because the novelty can grow tired of it easily and quickly if nothing is constantly done. The thing is that it is really difficult to build a large and loyal community for a company and a brand especially on internet because Internet-users are more young and volatile than on real market.
