Sage Business Cases: Music Industry Series

In 2019, Sage launched Music Industry (formerly Music Marketing), a new teaching case series within Sage Business Cases.

View Music Industry Series
  • Music Industry Series Editor

    Andrae  Alexander , University of Southern California, Thornton School of Music
    Andrae is a Grammy Award Winning Composer, Pianist, Vocalist, Educator who moved to Los Angeles in 2009 from Maryland. He is also a veteran of the United States Marine Corps and the United States Navy. He is an Amazon best-selling author of the book, Build Your Music Career from Scratch, which is in its second edition, and has been a part of multiple Billboard charting songs. An internationally traveled musician and clinician on the subjects of Music Business, Music for Film and Television, and Music Production, Andrae has been to over 40 countries. Some of the artists Andrae has worked with include Jon Baptiste, NeYo, BlackBear, Swae Lee, Allee Willis, Meek Mill, Pusha-T, Kanye West, Jesse J., and more. 

    To the academic setting, Andrae brings real-world experience. He holds a Bachelor of Arts degree in Music with a focus on Music Production and Film Music, a Master of Arts degree in Music Industry Administration from California State University, Northridge, and is a Ph.D. student. Currently, Andrae is a faculty member at the University of Southern California’s Thornton School of Music in the Music Industry Department as an Assistant Professor of Practice.
  • Emeritus Editors

    David Allan (Ph.D) , St. Joseph's University, Haub School of Business
    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 been published 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."
    Mike Alleyne (Ph.D), Middle Tennessee State University
    Mike Alleyne (Ph.D.) is Professor Emeritus in the Department of Recording Industry at Middle Tennessee State University (MTSU) and is also a visiting professor at the Pop Akademie in Germany. He is the co-editor of the award-nominated anthology Analyzing Recorded Music (2023), author of The Essential Hendrix (2020) and The Encyclopedia of Reggae (2012), contributing editor of Rhythm Revolution (2015), and co-editor of Prince and Popular Music (2020).

    Born in London, England, he has lectured and presented conference papers internationally, publishing numerous book chapters and articles. His journal and periodical publications include P opular 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 J ournal of Latin American and Caribbean Studies, Social and Economic Studies, Small Axe , and Billboard magazine.

    His book chapter contributions appear in The Cambridge Companion to the Electric Guitar (2024), The Beatles and Humour (2023), The Bloomsbury Handbook of Music Production (2020), Rihanna: Barbados World-Gurl in Global Popular Culture (2015), Sound and Music in Film and Visual Media: An Overview (2009), Globalization, Diaspora & Caribbean Popular Culture (2005), Bob Marley: The Man & His Music (2003), and Culture and Mass Communication in the Caribbean (2001). Prof. Alleyne contributed liner notes and project advice to the groundbreaking 9-CD box set, the Smithsonian Anthology of Hip-Hop and Rap (2021).

    Alleyne was also an expert witness for the estate of legendary singer Marvin Gaye in the widely publicized “Blurred Lines” copyright infringement case, decided in favor of the estate in 2015. His notable interviewees include the world-renowned producer/musician/songwriter Nile Rodgers (known for his work with Chic, Madonna, David Bowie, and Daft Punk, among other artists), Public Enemy rap icon Chuck D, Rolling Stones guitarist Ron Wood, singer/songwriters Phil Collins and Billy Ocean, and Caribbean music legend Eddy Grant.

    In 2017, he co-organized the first popular music conference entirely dedicated to the life and career of the artist Prince, and the successful event took place at the University of Salford in Manchester, England. He also taught a Masterclass at Salford in 2018 on copyright infringement issues in 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 Industry teaching case.

    view series submissions GUIDELINES

    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 Industry collection within Sage Business Cases will focus on the topics of revenue, copyright ownership, emerging technologies, ethics, and how they intersect in the music industry

    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

    - Payment 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.

    DEADLINE FOR SUBMISSION: August 31, 2023, for publication in 2024. August 31, 2024, for publication in 2025.

    - We look for cases between 1,000 and 5,000 words.

    - Please include discussion questions and teaching notes.

    - Authors usually receive decisions within 8 weeks of submission.

    - Manuscripts are accepted through our ScholarOne portal.

    - Submissions guidelines and templates are available on the author resources page.

    View author resources

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

  • Cases from the Music Industry Series

    #NaijaAllTheWay: Evoking the Naija Spirit Through Pepsi Advertisement
    A“Real Situation”: The Mainstream Marketing of Bob Marley
    A History of the "Blurred Lines" Case: Copyright Infringement in the Music Industry
    Back in the Saddle, Now What? Thrashing Out the Future of a Music Festival Redesigned After a Fatal Accident
    Beyoncé: Say My (Brand) Name
    Conducting a Financial Investigation of the Pop Music Awards: Case Study
    David Bowie: Fame and Finance
    Gogol Bordello and the Rise of Gypsy Punk: A Journey From Grassroots to Mainstream
    Jimi Hendrix's Business Legacies
    Lessons From the Loss of Avicii: Business Ethics, Responsibility, and Mental Well-being
    Niche Growth: The Case of Heavy Metal Apparels
    Rihanna's Commercial Umbrella
    Sound Out! Event Marketing and Audience Development for the Battle of the Bands Youth Music Event
    Super Bowl LII Needs a Dress Rehearsal: JT’s Back, Back, Back!
    Taylor Made: Swift Branding
    The Nigerian Entertainment Industry: The Case of a Promising Musician
    The Right Song for the Buy: How Music Influences Consumer Decisions
    Unboxing the Box Set: Music Archives and Physical Formats in the Streaming Era
    Where There’s Smoke (and Mirrors) There’s Fyre!