Verity: In Tune with Viral Marketing

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CASE STUDY. Looking across the bay from her home in Hout Bay, Cape Town singer Verity Price (known to her fans as Verity) reflected on how she had not allowed the exclusive South African music industry to prevent her from making and selling her first album.

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Verity: In Tune with Viral Marketing: Abstract

Verity: In Tune with Viral Marketing is a case study by Yvonne Saini and Peta Krost Maunder.

Looking across the bay from her home in Hout Bay, Cape Town singer Verity Price (known to her fans as Verity) reflected on how she had not allowed the exclusive South African music industry to prevent her from making and selling her first album. She was one of the world forerunners in using Internet viral marketing to sell her music, and she was the first singer to sell an album before it had been made. Now, in April 2009 – nine months after her album was launched – sales had slowed, and she wondered whether she could use viral marketing differently to increase sales?

Teaching objectives

This case intends to enable learning about viral marketing.

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