Case Study: Marillion
The purpose of this paper is to highlight the use of crowdfunding, demonstrated by a case study about the rock band Marillion. The research methodology applied is a literature review examining academic references. On this basis, a case study by exemplary
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Case Study: Marillion Jochen Strähle and Lena Bulling
Abstract The purpose of this paper is to highlight the use of crowdfunding, demonstrated by a case study about the rock band Marillion. The research methodology applied is a literature review examining academic references. On this basis, a case study by exemplary illustrating the rock band Marillion and how they invented crowdfunding has been drafted. Findings suggest that the crowdfunding concept is no new phenomenon, since the rock band Marillion has investigated the business model. Recently, the funding method is applied to the fashion industry; hence it is efficient and engaging to finance projects by that specific business model. A limitation of this paper is that the topic of crowdfunding is new to the fashion business and needs further research and tests until they are practicable to interpret. Results show that there is a high potential for using crowdfunding in fashion by reaching a long-term change in this industry. Keywords Crowdfunding Fashion industry
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Music industry Consumer behavior Platforms
Introduction
The relationship between fashion and popular music is one of abundant and mutual creativity. Reciprocal influences have resulted in some of the most dynamic apparel visualizations ever created in popular culture. Some exist as memorable creations for the stage and music video, others become long-lasting fashion trends, which settle in the culture to become noteworthy, referential, and lasting. The digital transformation changed the value chains of both the fashion and the music industry. Funding the production of a record has become a crucial issue for the survival of musicians, as traditional record labels had to adjust to a different distribution system and a different sales structure of listeners. Crowdfunding has become an J. Strähle L. Bulling (&) School of Textiles and Design, Reutlingen University, Reutlingen, Germany e-mail: [email protected] © Springer Nature Singapore Pte Ltd. 2018 J. Strähle (ed.), Fashion & Music, Springer Series in Fashion Business, DOI 10.1007/978-981-10-5637-6_13
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increasingly popular method of raising capital over the Internet from the mass market. Its earliest successes often count art- or social-based projects. Nowadays it is emerging as a fund-raising method for start-up companies, renewable energy projects, real estate or other commercial projects. This paper shows a theoretical discussion of the concept of crowdfunding. Moreover, this term has its roots in the 90s, invented by the rock band Marillion. The aim of this paper is to clarify the following research question: Can crowdfunding that has been pioneered by the rock band Marillion as business model be converted to the fashion business? Therefore, the case study will focus on how Marillion started crowdfunding and explains all steps from recording their songs with labels to cooperation with crowdfunding platforms and organizing “Marillion weekends”. Furthermore, the subject will be transferred to the fas
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