Sage Business Cases: Music Marketing Series

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

View Music Marketing Series
  • Music Marketing Series 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
    Professor Mike Alleyne (Ph.D) teaches 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 author of The Essential Hendrix (2020), The Encyclopedia of Reggae (2012) and contributing editor of Rhythm Revolution (2015). He is the co-editor of Prince and Popular Music (2020), and the author of the book chapter “Authenticity in Music Production” included in The Bloomsbury Handbook of Music Production (2020).

    Born in London, England, he has lectured and presented conference papers internationally (e.g. Denmark, Finland, Sweden, U.K., Brazil, Colombia, Cuba, Jamaica and South Africa), publishing numerous book chapters and articles. Journal and periodical publications include 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, Billboard magazine, and in the online Sage Business Case Series in Music Marketing for which he also serves as an editor.

    His book chapter contributions appear in R ihanna: 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 to the groundbreaking 9-CD box set, the Smithsonian Anthology of Hip-Hop and Rap (2021), and was an advisor on the project. He is co-editing and contributing two chapters to the anthology Analyzing Recorded Music: Collected Perspectives (Routledge, 2022).

    Alleyne was also a consultant 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 coorganized 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 was invited to teach 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 Marketing 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 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

    - Payment when your case is published

    - An international audience for your work

    Have you ever gone searching for a suitable case in family business and could not find one? Do you have an idea or a rough case draft? Have you written a family business-related case you currently used in your classroom? 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.

    - 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, Editor,

  • Cases from the Music Marketing Series