Driving Digital Adoption: Communication and Negotiation Strategy for Music Rights Monetization
Client
ACINPRO – Colombian Association of Performers and Phonogram Producers
Role
Marketing Lead
(Strategy, leadership, and execution)
Contex
The rise of digital music transformed how music was consumed in bars, restaurants, and public venues. CDs and cassettes disappeared, replaced by internet-connected digital jukeboxes.
This shift led to widespread use of music without payment of neighboring rights, directly impacting the income of musicians and performers represented by ACINPRO.
The challenge was not only legal, but behavioral: many users believed that digital music no longer required licensing.
Challenge
- Educate users about ownership and rights in a digital environment.
- Adapt the revenue model to a format without physical media.
- Change entrenched user behavior at scale.
- Protect performers’ and musicians’ income.
Failure to act threatened the sustainability of rights monetization in the digital era.
Strategy
I designed a direct, territory-based communication and negotiation strategy, focused on education and relationship-building:
- Proactive, face-to-face engagement with users.
- Geographic segmentation with dedicated representatives per sector.
- Training a consultative team equipped to resolve objections.
- Supporting mass communication through radio, press, and educational materials.
I deliberately avoided relying solely on advertising, prioritizing dialogue and tailored negotiation to drive real behavioral change.
Execution
- Led and trained a team of 10 consultants.
- Six-month field operation across key sectors.
- Development of educational materials, FAQs, press releases, and radio ads.
- Direct coordination with media outlets.
Impact
- Increased awareness of digital music rights.
- Growth in licensed users and revenue streams.
- Clear repositioning of digital music as a paid, protected asset.
- Long-term cultural shift in user understanding and compliance.
Expertise: Content Strategy · Communications · Marketing · Digital Content · Audio/Video
