From the executive summary: ?As music is increasingly digitized and democratized, the old structure associating music and branding is crumbling, being replaced and opening up the marketing charms of music to a whole new roster of players. A growing number of brands that started out with no connection to music are rushing in, using tunefulness to build their brands in a still-proliferating variety of ways. Traditional music retailers are going down the drain. And the game has changed markedly even for record labels and their acts.? The paper examines this issue.