SAGE Business Cases: Music Marketing Series

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In 2019, SAGE launched Music Marketing, a new teaching case series within SAGE Business Cases.

View Music Marketing Cases

The Music Marketing series is edited by: 

  • David Allan (Ph.D), St. Joseph's University, Haub School of Business
  • Mike Alleyne (Ph.D), Middle Tennessee State University
  • SBC Music Marketing Editor Image

    David Allan, Ph.D is Professor of Marketing. He is a 1981 graduate of The American University with a BA in Communications, a 1999 graduate of Saint Joseph's University with an MBA in Marketing, and a 2004 graduate of Temple University with a Ph.D. in Mass Media & Communication. He presents the popular music and marketing website He teaches Music Marketing (Audio Branding), Business of Recorded Music, Integrated Marketing Communications, and Marketing Strategy. He is the co-director of the Music Industry Minor program and the faculty advisor for 1851 Records and Entertainment, Radio 1851, and the American Marketing Association. He is the Founder and President of Dave Allan Media and Marketing (DAMM) - a full service programming and marketing consulting firm which counts among its clients OTG, Greater Media and Viacom. Dr. Allan brings to his academic and consulting work the resources that are earned from an extraordinary twenty year plus career in radio broadcasting that started as a DJ and ended as a GM for companies including Clear Channel (iHeartMedia), AMFM, Chancellor and Evergreen Media. Allan has published been in such journals as the Journal of Consumer Research, Journal of Business Research, and Journal of Advertising Research. Allan has also been featured in numerous media outlets including Wall Street Journal, USA Today, Philadelphia Inquirer, Washington Post and Billboard Magazine. His series vision for Music Marketing: “to create case studies that sing theoretically and practically.” 

    SBC Economic History Editor

    Professor Mike Alleyne teaches in the Department of Recording Industry at Middle Tennessee State University. He teaches History of the Recording Industry, International Recording Industry, and a special topics course on the History of Jimi Hendrix. He is the author of The Encyclopedia of Reggae (2012) and contributing editor of Rhythm Revolution (2015). He has lectured internationally and his articles have been published in Popular Music & Society, Rock Music Studies, the Journal on the Art of Record Production, the award-winning Grove Dictionary of American Music, Popular Music History, Ethnomusicology Forum, the Journal of Latin American and Caribbean Studies, Social and Economic Studies, Small Axe and Billboard magazine. In addition to his numerous book chapter contributions, the London-born professor was also a consultant for the estate of Marvin Gaye in the 2015 copyright infringement trial involving the 2013 hit song “Blurred Lines.” His areas of specialization include the history of album cover art and graphics, record production history, and the commercialization of reggae and Caribbean popular music. His involvement with popular music also includes roles as a writer and publisher member of ASCAP (American Society of Composers, Authors & Publishers) and PRS (Performing Right Society).

    Call for Papers


    Partner with SAGE to develop your MUSIC MARKETING teaching case.

     For further details on submissions, Click here

    SAGE Publishing continues to grow its teaching case collection, SAGE Business Cases, across the business and management curriculum while also focusing in on key industries. The Music Marketing collection within SAGE Business Cases will highlight the role of sound in strategic advertising and brand management.

    SAGE is pleased to offer case authors:

    • Double-blind peer review of your case and teaching notes
    • A thorough editorial process, working to develop your ideas and prepare cases for successful publication
    • Freedom to include your students in the case research and writing process
    • Copyright in your name and final PDF for ease of use in your classroom
    • $500 when your case is published
    • An international audience for your work

    Have you written a case that you currently use in your classroom? Do you have an idea or a rough draft of a case? Bring it to SAGE and we’ll work with you to develop your idea and ready it for the global classroom.


    • We look for cases between 1,000 and 5,000 words.
    • Please include discussion questions and teaching notes.
    • Guidelines and templates may be found here
    • Manuscripts are accepted through our ScholarOne portal
    • Authors receive decisions within 6-8 weeks of submission.

    For questions and sample cases, contact: Rebecca Frankel, Associate Editor,

    Cases from the Music Marketing Series

    Click a title to view the case:

    #NaijaAllTheWay: Evoking the Naija Spirit Through Pepsi Advertisement
    “Real Situation”: The Mainstream Marketing of Bob Marley
    A History of the "Blurred Lines" Case: Copyright Infringement in the Music Industry
    Beyoncé: Say My (Brand) Name
    David Bowie: Fame and Finance
    Gogol Bordello and the Rise of Gypsy Punk: A Journey From Grassroots to Mainstream
    Jimi Hendrix's Business Legacies
    Rihanna's Commercial Umbrella
    Super Bowl LII Needs a Dress Rehearsal: JT’s Back, Back, Back!
    Taylor Made: Swift Branding
    The Right Song for the Buy: How Music Influences Consumer Decisions
    Where There’s Smoke (and Mirrors) There’s Fyre!

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